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Interaction with Consumers in the Process of Creating and Bringing a New Product to Market

Student: Anastasia Dutova

Supervisor: Evgeny Tsaplin

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

This research examines interaction between company and its consumers in the process of creating and bringing a new product to market. The paper considers the main roles of consumers they play at each stage of new product development, as well as the communication tools, using which the company and audience can interact. The practical application of the considered types and tools of interaction with consumers was shown in the case of the russian startup Cinemood using primarily in-depth interview with the founders. Based on the interpretation of the data obtained from the interview, a set of recommendations was developed to provide a framework for understanding the ways of interaction with the target audience and roles that consumers can play in a new product development. Keywords:NPD, communication methods, social media, consumer participation, MVP, startup, co-creation

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