The best product developers don't start with a product, they start with an opportunity.
Before you invest in formulation, packaging, or branding, you need to know that there's a genuine gap in the market worth filling.
This module explores Opportunity Identification in new product development.
The module covers three main strategies for opportunity identification: focus groups, ideation, and product concept testing.
After successful completion of this module, you will be able to:
The characteristics of focus groups and how they are used in new product development.
This module was developed by Ann Colonna, Director of the Sensory Program at Oregon State University Food Innovation Center
You will have access to the module(s) for one year from the registration date.
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Ann Colonna, Director of the Sensory Program at Oregon State University Food Innovation Center.
After finishing her M.S. degree in 2001, Ann started at the Food Innovation Center in Portland, Oregon, an off campus Oregon State University Experiment Station, where she now serves at the Sensory Program Director. She assists industry clients with sensory and consumer testing and collaborates in mission oriented research designed to advance Northwest agriculture and food products. Recent work includes: factors affecting consumers’ preferences for and purchasing decisions regarding pasteurized vs raw milk and grass-fed specialty cheeses, evaluating consumer acceptability of new Northwest strawberry varietals, perceptions of fresh vs. frozen Black cod, Coho salmon and Albacore tuna, consumer detection and acceptability of reduced-sodium bread, gauging the sensory impacts of steam treatment to combat Salmonella on in-shell hazelnuts, understanding consumer preference for grass-fed beef, assessing sensory characteristics and marketing data for Oregon Pinot Noir wine and exploring the acceptability of dulse seaweed among others.
