The Role of Customers and Market Orientation in New Product Development: A Case Study of Nest Labs

This dissertation proposal aims to investigate the role of customers and market orientation in new product development, using Nest Labs as a case study. The objective is to develop a model for successful new product development and marketing. The methodology involves survey instruments, interviews, and questionnaires to collect data from current and potential Nest Labs customers, product development managers, and marketing managers.

DISSERTATION PROPOSAL FORM
Provisional Title of Your Dissertation.
The role of customers and market orientation in new product development: A case study
of Nest Labs
Aim:
The research aims to investigate the role of customers and market orientation as the critical
determinants of new product success. The study will be undertaken from the perspective of
the Nest Labs new product development. A model will be proposed to evaluate and analyze
the interplay between various elements in the market, including market orientation and the
role of customers in determining the new product success and research and development in
marketing. The findings in this research will describe how a company can harness the
customer information to build on market responsive innovative product. Also, the company
can use this case study as a guide on how to expand its market coverage with new and
innovative products.
Objective:
The research will be based on the following purposes:
a. To find out the role of customers in new product development
b. Develop a model that can be used by Nest Labs for successful new product
development and marketing
c. To investigate how customer insight affects the early stage of new product
development
d. Identify a clearer and cheaper picture of consumer needs and competitive alternatives
e. Find out the role and effect of market orientation on new product development
f. Increase the market coverage and success of the new product
Methodology:

The role of customers in the new product development will be tested within the technology
industry using Nest Labs as the case study. The research will use survey instruments and
secondary sources to collect data. Interviews and questionnaires will be conducted. The target
population is the current and potential Nest Labs customers, product development managers,
R&D managers, engineering manager, and marketing managers. The respondents will be
randomly selected among the customers and managers. The research will target to collect
data from more than 100 respondents an online questionnaire that will be sent to more than
2000 potential respondents randomly from the company database. The data collected will be
qualitatively, and quantitatively be analyzed.
What facts or information will you need to gather? How will you access these?
What is the current customer satisfaction with the company products? The information
can be gathered from sales, customer response records, online interviews, and
questionnaire.
Customer characteristics. The information can be gathered from company records,
websites, social media, and other secondary sources.
What is the market position of the company? The information can be gathered from sales
records, web analysis, customer response records.
What are the customer preferences for the new product? The information can be gathered
through a product survey, interviews, and secondary sources, including magazines, social
media, and online posts.
What is the market orientation for the new product? The information can be gathered
from secondary sources, interviews, and questionnaires.
2