Mobile Market Research Applications as a New Voice of Customer Method: Implications for Innovation and Design Management

Green, William; Cluley, Robert; Gasparin, Marta

Abstract

William Green is an associate professor at the University of Leicester School of Business. He researches design and innovation management, human factors, and the role of new technology in the interface between people, technology, and their environment. This research has led to recent studies of innovation and technology in the healthcare and consumer research sectors, investigating the impact of new technology on practice. Marta Gasparin is an associate professor at the University of Leicester School of Business. Her research explores the emergence of design and innovation, value creation, and the role of human and nonhuman actors in innovation processes. She is leading an ESRC-funded project, Slow Design-Driven Innovation, in the UK and Vietnam. [e-mail] Overview: This paper describes mobile market research applications (MMRAs), new Voice of Customer (VoC) tools that take advantage of the ubiquity of smart phones. MMRAs provide an efficient and effective method of collecting intimate, in situ data from customers, allowing traditional VoC approaches to be augmented with digitally captured data. MMRAs can thus reduce ambiguity in the fuzzy front end of the innovation process by providing access to data from likely customers from the earliest stages of exploration. To benefit from MMRAs, however, organizations must move beyond a traditional mindset: the adoption of an MMRA requires teams to be restructured and projects reorganized to accommodate the new methods enabled by the tools.

Citation

Green, W., Cluley, R., & Gasparin, M. (2020). Mobile Market Research Applications as a New Voice of Customer Method: Implications for Innovation and Design Management. Research-Technology Management, 63(1), 49-55. https://doi.org/10.1080/08956308.2020.1686297

• Journal Article Type: Article
• Acceptance Date: Oct 17, 2019
• Online Publication Date: Dec 18, 2019
• Publication Date: Jan 1, 2020
• Deposit Date: Oct 28, 2019
• Publicly Available Date: Jun 19, 2021
• Journal: Research-Technology Management
• Print ISSN: 0895-6308
• Electronic ISSN: 1930-0166
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 63
• Issue: 1
• Pages: 49-55
• DOI: https://doi.org/10.1080/08956308.2020.1686297
• Keywords: Voice of the Customer; Design research; Digital tools
• Public URL: https://nottingham-repository.worktribe.com/output/2978997
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/08956308.2020.1686297
• Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Research-Technology Management on 18 December 2019, available online: http://www.tandfonline.com/10.1080/08956308.2020.1686297.