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Using warm-up stages before measuring preferences for innovative products

Author

Listed:
  • Roland Helm
  • Christoph Buhren
  • Reinhold Pabst

Abstract

This study proposes two new methods to familiarise respondents with innovative attributes and thereby ensure their stable preference statements within customer tests in the product development process. These warm-up phases differ in how the participants gather information about the product category, namely, independently or in the lab. A qualifying examination tests the appropriateness of study participants as respondents in a following preference measurement task. Both approaches effectively prepare respondents, though the independent search version offers slight advantages. Our study offers useful tools for evaluating the warm-up phases of preference measurement studies.

Suggested Citation

  • Roland Helm & Christoph Buhren & Reinhold Pabst, 2011. "Using warm-up stages before measuring preferences for innovative products," International Journal of Product Development, Inderscience Enterprises Ltd, vol. 15(4), pages 227-248.
    • Handle: RePEc:ids:ijpdev:v:15:y:2011:i:4:p:227-248
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