Consumers as co-creators of new product ideas: An application of projective and creative research techniques

Marija Banović; Athanasios Krystallis; Luis Guerrero; Machiel J Reinders

doi:10.1016/j.foodres.2016.07.010

Consumers as co-creators of new product ideas: An application of projective and creative research techniques

Food Res Int. 2016 Sep:87:211-223. doi: 10.1016/j.foodres.2016.07.010. Epub 2016 Jul 25.

Authors

Marija Banović¹, Athanasios Krystallis², Luis Guerrero³, Machiel J Reinders⁴

Affiliations

¹ MAPP Center - Aarhus University, Bartholins Allé 10, 8000, Aarhus C, Denmark. Electronic address: maba@mgmt.au.dk.
² MAPP Center - Aarhus University, Bartholins Allé 10, 8000, Aarhus C, Denmark.
³ IRTA - Food Technology Center, Spain.
⁴ LEI - Wageningen University, The Netherlands.

PMID: 29606244
DOI: 10.1016/j.foodres.2016.07.010

Abstract

Involving consumers in the process of modification and creation of new food products has been recently identified as a vital factor for new product development. However, little attention has been devoted to consumer-generated product solutions, and instead, researchers continue to view new product development process as a firm-centred activity. This study uses projective and creative research techniques to involve consumers in the process of modification and creation of new aquaculture product ideas. We provide guidelines for the use of these techniques in the new product development process, as well as managerial and practical implications for the future development of new aquaculture products.

Keywords: Consumer perception; New aquaculture product ideas; Projective and creative techniques.