innovation & new product development

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How Well Do LLMs Predict WTP? Fine (With Tuning)

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Using LLMs for Market Research

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Gaining the Edge in NPD: The Benefits of Inclusive Design Orientation

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Designing with Edge Consumers: How Inclusive Design Orientation Transforms New Product Development

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Real Insights from Virtual Spatial Technologies: A Research Framework

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Spatial Marketing Research: Leveraging 3D Virtual and Interactive Spaces to Study Marketing Phenomena

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Replicas & Realities: The Strategic Role of Consumer Twins

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The Key to Growing Market Share? New and (Incrementally) Improved