Harley Davidson employees are heavily engaged in phenomenological research - living the life of a biker. Riding their own products and paying attention to what their customers are doing with Harley motorcycles has resulted in many new-product development ideas. This research is particularly useful in the new-product development:
A) idea generation stage.
B) screening stage.
C) business analysis stage.
D) test marketing stage.

Question

Quizplus · Accepted Answer

Phenomenological research, such as living the life of a biker and using the products in real-world scenarios, is particularly useful in the idea generation stage of new-product development. It helps in understanding customer needs, experiences, and preferences, which can inspire new product ideas.

Harley Davidson Employees Are Heavily Engaged in Phenomenological Research -