New technologies

New technologies, including the Internet, software, mobile phones, interactive digital TV, are exceptionally intriguing sectors for market researchers. Is their exploration a serious challenge for us? Why is that so?

In those sectors we often have to test entirely new proposals, which is why consumers do not have any expectations, attitudes, or experience with a new product category or service. In such situations it is impossible to estimate the potential for a new solution in a traditional way, i.e. by means by a traditional concept & use test. Traditional methods turn out to be ineffective in this context.

This is when what counts the most is research experience and the use of non-standard, often custom-made research methods. Such projects are even more exciting because we largely have to do with early adopters or opinion leaders, who decide about the success or failure of a new technological innovation.