Using warm-up stages before measuring preferences for innovative products
by Roland Helm; Christoph Buhren; Reinhold Pabst
International Journal of Product Development (IJPD), Vol. 15, No. 4, 2011

Abstract: This study proposes two new methods to familiarise respondents with innovative attributes and thereby ensure their stable preference statements within customer tests in the product development process. These warm-up phases differ in how the participants gather information about the product category, namely, independently or in the lab. A qualifying examination tests the appropriateness of study participants as respondents in a following preference measurement task. Both approaches effectively prepare respondents, though the independent search version offers slight advantages. Our study offers useful tools for evaluating the warm-up phases of preference measurement studies.

Online publication date: Fri, 27-Feb-2015

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