How can manufacturers of products designed to analyze and predict consumer preferences style effective? Based on findings from a decade of desk and field research, the authors outline a model to facilitate style decisions that balance innovation with the least extreme market risk. The core concept of the model’s assumption inclination (AP): The quantifiable willingness of individual consumers to adopt new and different styles. By relating the style appeal to consumers’ AP over time, you can c … Read more »

How can manufacturers of products designed to analyze and predict consumer preferences style effective? Based on findings from a decade of desk and field research, the authors outline a model to facilitate style decisions that balance innovation with the least extreme market risk. The core concept of the model’s assumption inclination (AP): The quantifiable willingness of individual consumers to adopt new and different styles. By relating the style appeal to consumers’ AP over time, you can build a model of style acceptance cycle that fits the research data and provides predictive power in the development phase of a style. The model suggests the importance of the separation of a style appointment to the total sample of consumers with high and low AP. Otherwise there is no way to tell the difference between a promising cycle by steadily increasing acceptance and style of telling marks against premature “has-been.” There is no such thing as a universal category of early adopters, and they can be identified for a specific product category only through interviews or similar methods. Early adopters alone tell us nothing about the potential of a style, more importantly, the absolute difference in acceptance between high and low APs – if both early and late adopters like a style, then it’s okay for now, but has no future. Where styled products are designed for the mass market, this type of testing should become a regular feature of product development prior to launch.
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from
Tom Moulson,
George Sproles
Source: Business Horizons
8 pages.
Publication Date: Sep 15, 2000. Prod #: BH054-PDF-ENG
Styling strategy HBR case solution