Concept optimisation in innovation through conjoint analysis: A market-oriented approach to designing new functional beverages

The objectives of this study were to identify the optimal extrinsic and intrinsic attributes for a range of chilled nutrient-enriched orange juice beverages; and to evaluate the contribution of advanced concept optimisation research techniques to new product design and the strategic marketing of innovative functional beverages. A conjointbased survey was administered in both Dublin and Cork between May and September 2004. The results suggested that firms should not rely solely on functionality to leverage a competitive advantage when developing functional beverages. Advanced concept optimisation research techniques contribute towards effective knowledge management in the new product development (NPD) process.