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A Comparison of Feedback-Collecting Methods Between B2B & B2C Customers, in terms of Product Innovation Usability Testing

  • New product development is essential for a company to grow and sustain itself. Usability testing is a crucial part of the new product development process, and it helps reduce product uncertainty and market failure. There are many methods available and they vary depending on the product development phase. This thesis focuses on methods used in the deployment phase, which is the final stage before mass production. The methods used differ subjecting to different customers. A number of studies have suggested that marketing and sales should vary when the nature of customer differs. However, only a few studies focus on how the nature of customer influences new product testing. This research compares the involvement of B2B and B2C customers during the product innovation testing phase. The comparison has been subcategorised into four smaller hypotheses. First, the methodologies used, such as virtual prototype testing, field testing, lab usability testing, and more, are discussed whether companies use them differently according to customers' nature. Second, the process of identifying and recruiting testers is examined. Third, testers' qualification is analysed, whether participants are ordinary users or professionals or companies prefer a mixture of both. Last, the sample size, which is simply the amount of testers who participated in the usability test.

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Author:Hei Yu Angelica Wong
Advisor:Eva Kirner
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Release Date:2021/02/26
Tag:Innovation; Product testing; Usability testing
Page Number:85
Degree Program:IBM - International Business Management
Functional area:Production, Operations and Supply Chain Management
Licence (German):License LogoUrheberrechtlich gesch├╝tzt