Trade-off analysis is unsuitable for major innovations because:
A) respondents can conceptualize the innovation and its uses too well in advance.
B) customers tend to give inconsistent reviews about the products.
C) customers without a high level of expertise in the product category may be unable to assess the innovation's benefits.
D) customers without a high level of expertise in the product category mostly provide only data regarding detrimental attributes.

Question

Quizplus · Accepted Answer

Trade-off analysis requires customers to make trade-offs between different attributes of a product. However, for major innovations, customers may not have enough expertise to assess the benefits of the innovation accurately. This lack of understanding can lead to inconsistent responses, making trade-off analysis unsuitable for such innovations. Option A is incorrect since it is essential to conceptualize the innovation and its uses in advance for innovation management. Option B is incorrect as customers' inconsistent reviews do not make trade-off analysis unsuitable but, in turn, indicate a need for more in-depth analysis. Option D is incorrect because customers can provide both positive and negative feedback, and trade-off analysis aims to identify the optimal combination of attributes that satisfy customer preferences.

Trade-Off Analysis Is Unsuitable for Major Innovations Because