How can you uncover both rational and emotional needs in early-stage new product development (NPD) research?

In early-stage NPD research, uncovering both rational and emotional needs are vital. to accurately size the unmet need or opportunity for innovations.

While traditional qual techniques can be used to uncover emotions, the results can’t easily be scaled. Alternatively, with quant techniques, we rely too heavily on ‘what’ people tell us and we often see an overstated interest in innovations.

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To tackle this challenge, we recently teamed up with Johnson & Johnson to test our innovation in hybrid approach for early-stage NPD research. By using a voice analytics tool, we can analyze ‘how’ people communicate their needs, attitudes and interest, to better uncover implicit emotions for more effective innovation strategies.

What you will learn from this webinar:

Judith-Suttrup[1]Presented by Judith Suttrup, SKIM Senior Manager, in this webinar you’ll learn:

  • A new advanced analytics approach to delve beneath the surface, to uncover the implicit, underlying emotions behind what consumers tell us.
  • The importance of discovering (implicitly) and understanding emotional drivers when it comes to innovations
  • How voice analytics can help achieve more realistic estimation of product interest to inform innovation strategies
  • How hybrid research techniques can be used to overcome respondent tendency to overstate interest in innovations
  • To what extent is technology exasperating the problem of stress and whether or not it can also offer the solution?