Study On Technique Of Getting Customer Requirement Information And It's Application In New Product Development Plan

Under the extensive pressure of global competition and buyer's market, for one hand, products diversity has became one of the attributes and trends of modern consumer goods. For another hand, the diversity materials enriched our life hierarchy, deeply influenced consumer's behavior and life mode. Therefore, new product development is confronting an unprecedented challenges and opportunities. And effectively measuring consumer's subliminal perception and awareness is playing an essential role to gain competitive edges.However, those simple traditional market research methods can hardly reach the needs so far. A great amount of new research approaches and data mining tools are highly requested. Also, in elicitation technology per se, we have to expand its usage in different areas from brand-image research to product-image research, especially in areas which is relevant to NPD. Meanwhile, the combined use of IT-based system can far make its best.This thesis focuses on"Customer's potential demand mining in NPD"and relevant research ,engaging in NPD forefront of the planning stage . domestic enterprises in the marketing research generally consumer depth information mining and conversion as a starting point, putting forward a series of theory and application of psychology projective suggestions.The research is based on the exist theory,through the way of questionnaire investigation, investigate customer prefer demand .Then use psychology projective technique for qualitive survey with Highly Involved Participants, and mine customer potential demand.And put forward a theory which combined by qualitive and quantities research and apply it on the website.