Research Methods for Product Development

Instructor

Michelle Curry

Goal
To introduce students to the variety of qualitative and quantitative research methods that are used throughout the product/service development process and have them develop the basic skills of designing, executing, and interpreting research for product/service development.

Key outcomes
Students will be able to consider, select, and execute basic qualitative and quantitative research methods that are used for new product/service development.

Methods

Topics
1. History of consumer research in the US, research methods overview
2. Market intelligence, audits
3. Intro to interviewing, framing the research, creating screeners and discussion guides
4. Conducting interviews, intro to analyzing interviews
5. Analyzing interviews, collaborative development
6. Intro to concept testing, focus groups
7. Stories from the field, course feedback

Format & Grading

Typically, classes are conducted in a presentation/discussion/demonstration format. Active participation in contributing to discussion is highly recommended. Students are expected to have read the handouts prior to the class and present their viewpoints. Attendance in all the classes is critical.

Students will be graded on their weekly involvement, quality of weekly assignments, and their enthusiasm.