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Typically 25–45% of products fail in market despite significant investments, party due to lack of integration of consumer insight in the Product Development Process (PDP). This paper proposes a model-based design of consumer insight strategy to evaluate options more holistically. It explores the interplay between consumer insight as information and its role throughout the PDP, and identifies the gaps between theory and practice. A technique to evaluate quality of consumer research methods and a quantitative model to simulate propagative effect of consumer insight stratgies is proposed, under different rates of market change. Within the constraints of this model, consumer insight strategy should not be ad-hoc, as this decision framework allows for flexibility of options in later phases of PDP and is more effective than rework.
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