Product & Service Innovation

Cross-process analysis

This research approach proves particularly helpful to understand the potential of the single elements of the product mix (concept, packaging, name, product) and allows to understand which are the strengths and weaknesses of an innovation process.
A methodological approach that can be applied both to qualitative and quantitative samples. The target is divided in two sub-samples, treated in different ways:

• Half of the sample with a bottom-up approach (from product to concept)
• Half of the sample with a top-down approach (from concept to product)