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13. From Market Research to Product Positioning

  • 2023
  • OriginalPaper
  • Chapter
Published in:
Authors
Marco Cantamessa
Francesca Montagna
Published in
Management of Innovation and Product Development
Publisher
Springer London

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Abstract

From Market Research to Product Positioning explores the early stages of product development, emphasizing practical tools and methods for development teams. The chapter begins by defining the scope of the development process, focusing on the initial stages where general-purpose methods can be applied. It discusses the importance of understanding market dynamics, customer needs, and competitive landscapes, particularly in B2C markets. The chapter delves into methods for defining markets and understanding customer behavior, emphasizing the distinction between B2C and B2B markets. It also highlights the use of empathy maps and focus groups to gather deep insights into customer needs and preferences. The chapter concludes by discussing product positioning strategies, including horizontal and vertical differentiation, and provides a detailed analysis of pricing strategies and demand forecasting models such as Bass' model. Overall, the chapter offers a rich and practical guide to navigating the complexities of early-stage product development in B2C markets.
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previous chapter Project Management for Product Development
next chapter Specifying the Product
Title
From Market Research to Product Positioning
Authors
Marco Cantamessa
Francesca Montagna
Copyright Year
2023
Publisher
Springer London
Book
Management of Innovation and Product Development

Print ISBN: 978-1-4471-7530-8

Electronic ISBN: 978-1-4471-7531-5

Copyright Year: 2023

DOI
https://doi.org/10.1007/978-1-4471-7531-5_13
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