If we answer most of our key business questions through paid custom surveys or focus groups, we may soon lose the ear of senior management. Why? The c-suite continues to be under tremendous pressure to take action quickly while keeping a tight grip on the bottom line. And with internal functions like CRM and Web management having instant-access to (more…)
Posts Tagged ‘new product development’
Building Life Saving Technology
Wednesday, April 14th, 2010Did you wash your hands before you ate? Really? What if I could tell whether you washed your hands, and if you used soap? This is one technology being investigated by Ron Pulvermacher, former president of the Wisconsin PDMA and owner of Matrix Product Development. It has important implications, particularly in the medical industry where germs can mean life or death for patients. (more…)
Achieving Trust and Transparency
Wednesday, April 7th, 2010In January, the PR firm Edelman reported “for the first time, trust and transparency are as important to corporate reputation as the quality of products and services.” This is important news for us in new product development. We all know that great brands are built on emotional benefits; and trust and transparency are emotional benefits that transcend every product category. While Edelman suggests there is some improvement in corporate trust after the record lows of 2009, products and brands can clearly differentiate themselves on trust.
How do we build trust and transparency into our new products, or rebuild them in our current brands? Maybe we can learn something from the first company I am profiling on evolveNPD.com, Organic Valley. (more…)
Monika Wingate is the owner of Fountainhead Brand Consulting and V.P. of Membership for the Wisconsin Product Development and Manufacturing Association (PDMA). She has helped a variety of companies develop new products and growth strategies including CUNA Mutual, Hormel Foods, U.S. Bank, and Kohler.
