Manager, New Categories Marketing Research, American Chicle Group, Warner-Lambert Co., Morris Plains, NJ
Pages: 6 Published: Jan 1989
The Kids Confectionery Panel is an approach used to involve children early on in new product development. The belief is that by involving consumers as early as possible in the new product cycle, the probability of the success of new products is increased.
Children are recruited to the Panel based on possessing peer leader characteristics that are determined through a well-defined system of personal recommendations, telephone and written interviews, and personal group sessions. To date, after a year and a half of operation, the Panel consists of about 237 youths aged 8 to 18.
Results from the Panel have been encouraging and demonstrate its value in molding a consumer-driven mentality. The Panel is used for a variety of purposes, including idea generation, concept development, and benchtop product direction.
new product development, marketing research
Paper ID: STP19496S