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This paper describes one case pertaining to Knorr’s mobile-based new product development projects in Japan. Knorr Foods, a subsidiary of Ajinomoto Inc., has tried to involve younger female consumers in the development of a new Soup Pasta, announcing the project at a popular fashion event, the Tokyo Girls Collection (TGC), whose star models became official project members. Knorr created a mobile campaign site, on which star model members maintain their blogs and report their participation in the product development process. The discussion threads serve as input for the idea generation and screening. Through this project, Knorr developed a new Soup Pasta that embodies the key attributes identified in the mobile blogs. The new product was introduced at the following year’s TGC venue, during which sampling took place through catering trailers.
Shintaro Okazaki (2009) studied this question.