1 You are a new-product development specialist at Kraft. What guidance can you get from the BuzzBack study?
2 Choose one of the suggestions from the above list of healthy snack concepts. Imagine that your company is interested in turning the idea into a new product but wants to conduct market research before investing in product development. Design a marketing research plan that will give company managers the information they need before engaging in new-product development of the idea. (Hint: Use steps 1-3 in Exhibit 9.1 as a guide.)