New product development research in rational use of.doc

 PAGE \* MERGEFORMAT 8 New product development research in rational use of Sam Knight is the world’s leading luggage company, in the 20th century, 90 years, the company has developed a portable Piggyback suitcase swept the world, according to Sam Bennett’s research manager, said Bob Ben-gen, Piggyback Travel Box is the company’s best-selling hard-edge style suitcase. This achievement is not a matter of luck to achieve, but through market segmentation research, creative research and product research to listen to customer requirements, and then take action to meet these requirements. First, focus group discussions Development of the suitcase from the beginning of a qualitative study, called suitcase development. Customers consider the implementation of the main problems encountered in travel, organized 11 focus group discussions (Focus Group Interview). Research object of the questionnaire in advance through the filter test, so that each group represents a specific way of life of people. Focus group discussion discussions with the travel-related issues from general discussion to the right more specific discussion of the issue, such as traveling away from home, using the suitcase, organize inspection or carrying luggage, luggage suitcase impressions and ideals and so on. Men and women agree that due to the handling of luggage, especially in air travel, from under the car to the door to go a long way, making travel in any of the fun is gone. 2, creative test Subsequently, the implementation of the initial creative tests to determine the direction of new product development. A visit to a good pre-selected 400 research object, the emphasis in women. Watched a series of research objects described in black and white sketches of each idea, then they are assessed by a variety of creative interest. Very attractive is a ‘can be used on both the shoulders and back with banding of the trunk’, rather Piggyback just have their own luggage rack without adding additional we