Consumer research to focus R&D projects

R&D occurs early in the design stage of a telecommunications product that will be aimed at an unfulfilled market need. New technologies offer some exciting possibilities but the R&D team needs guidance in focusing their technologies on the right set of user benefits. In this article, John R. Hauser uses a case study to show how consumer theory and models for evaluating new product concepts can be used to provide R&D management with diagnostic information to improve the chances of innovation success. It's a good example of how management science can be applied to management problems.