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

Student: Dutova Anastasia

Supervisor: Evgeny Tsaplin

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

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses