Creating New Generation Products by Anticipating Future Consumer Needs

This workshop has been designed to provide marketing management with an organized approach for anticipating "future" consumer needs as a way to more readily visualize potential new products that represent "next generation" entries rather than simple "line extensions" for an established product line. It will concentrate on: identifying consumer problems and anxieties, defining the "real" technical capabilities of the client company, crating future vision concepts through strategic brainstorming, and fine-tuning the "future vision concepts" through focus group research.

Course Benefits:

Program participants will gain:

  • An understanding of the fundamentals required to identify consumer problems and subtle frustrations so that future needs can be anticipated
  • An understanding of how "future vision concepts" can be created through strategic brainstorming process that draws from suspected future needs and a company's technical capabilities

Course Objectives:

Upon completion of the program, you will be able to:

  • Use systematic approach for identifying consumer problems and anxieties which can reveal potential future need
  • Develop and fine-tune "future vision concepts" that can lead to Next Generation products

Course Content:

  • Methods used to uncover consumer problems and anxieties which could signal the emergence of an early-developing future need
  • Fundamental steps for taking a "fresh" look at the company's current and future technical capabilities
  • Demonstration of a creative process for merging
  • Suspected future needs with technical capabilities in order to build a set of future vision concepts.

Who Should Attend:

  • Senior and mid-level marketing executives
  • Senior and mid-level managers in sales advertising, public relations, and new product planning