Abstract
A strong market orientation and a customer-focused new product process have both been identified as critical new product development success drivers. Five focus groups were conducted at three centres in Ireland between April and May 2003 to evaluate and refine a range of new meal replacement and meal complement beverage concepts. Non-carbonated fruit and yoghurt-based functional beverages for breakfast, were most preferred by focus group participants. This study highlighted the role of qualitative market-oriented research methodologies in facilitating consumer interaction with product development personne.
| Original language | English |
|---|---|
| Pages (from-to) | 1-18 |
| Number of pages | 18 |
| Journal | Journal of Food Products Marketing |
| Volume | 12 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 14 Aug 2006 |
Keywords
- Focus groups
- Market orientation
- Meal replacement
- New product development