MARKET RESEARCH PROCESS IN HIGH-TECH MARKETS - CASE STUDY: DEVELOPMENT PROCESS OF BLOB GUM EATER
Omladic, Rok (2012)
Omladic, Rok
Jyväskylän ammattikorkeakoulu
2012
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012121319402
https://urn.fi/URN:NBN:fi:amk-2012121319402
Tiivistelmä
This paper is concerned with the fast changing high-technology environment with the intention of offering step-by-step understanding of variables affecting product’s or service’s success on the market. To build a firm groundwork at the very beginning, company needs to draw a distinction between types of innovation, radical or incremental. Likewise firms have to adopt mindset of being not marketing oriented, but market oriented.
Main purpose of this thesis was to introduce an overview of the research tools high-tech marketers can use to explore their customers and demand on the market. Such tools can massively assist high-tech companies to collect a lot helpful information from the market and to get to know their potential customers and to understand their needs. To support the theoretical part, case study Development Process of BLOB gum eater was made. Study results show that companies should not stick to only one method they think should be the right one. Mix of methods brings desired results and product success on the market.
After all, thesis may help companies to realize that perfect product or service development under their definition does not dramatically raise the odds of success on the market if customer does not understand what the real added value is. Product or service is potentially successful if customer is able to recognize its value. Therefore, developers are committed besides realizing the idea also to consider customer needs and finally to incorporate it into the final product.
Main purpose of this thesis was to introduce an overview of the research tools high-tech marketers can use to explore their customers and demand on the market. Such tools can massively assist high-tech companies to collect a lot helpful information from the market and to get to know their potential customers and to understand their needs. To support the theoretical part, case study Development Process of BLOB gum eater was made. Study results show that companies should not stick to only one method they think should be the right one. Mix of methods brings desired results and product success on the market.
After all, thesis may help companies to realize that perfect product or service development under their definition does not dramatically raise the odds of success on the market if customer does not understand what the real added value is. Product or service is potentially successful if customer is able to recognize its value. Therefore, developers are committed besides realizing the idea also to consider customer needs and finally to incorporate it into the final product.