Exploring traditional and new web-based methods to involve customers in new product development

Abstract

This research seeks to understand the extent to which ‘new’ web-based methods of involving customers are being applied in New Product Development (NPD). There are distinctive capabilities offered by both traditional and new web-based methods, but little is known regarding the uptake and use of these new approaches. Semi-structured interviews with R&D managers in six leading companies were conducted. Each interview was recorded and transcribed. The interviews sought to identify the methods viewed as being most effective and to determine views on the use of web-based methods in contrast to traditional approaches. Results indicate that new web-based methods are being used, but mostly superficially as a means of collecting feedback after product launch and there is limited use of these methods for customer involvement during product development. However, there is a growing awareness of the need to use them more effectively. Implications for managerial practice are also derived.