As more businesses shift from being product led to focusing on their consumers, questions rise about the changes necessary to achieve a consumer centric vision. Whilst consumer insights can inform multiple aspects of a company's strategic growth pillars, for apparel and sportswear companies with their complex Product Creation Calendar this means adding new milestones. Which product design and development phases lend themselves best to being shaped by the Voice of the Consumer? What market research methodologies are most appropriate? What business cases does ResTech enable for apparel businesses? Here is a case study on adidas' rival brand (and neighbour), Puma

26. Resources:
https://www.uphance.com/insights/product-lifecycle-stages/
Conjoint:
https://www.researchgate.net/publication/356200800_Preferred_Product_Attributes_for_Sustainable_Outdoor_Apparel_A_Conjoint_Analysis_Approach
https://aryanapparels.com/what-is-apparel-product-development-the-6-stage-process/
https://www.researchgate.net/post/What_should_be_the_minimum_sample_size_for_Conjoint_Analysis
https://www.gradientmetrics.com/blog/how-to-use-conjoint-analysis-for-product-design
https://ieeexplore.ieee.org/document/8887668/
https://www.qualtrics.com/blog/conjoint-product-development/
https://www.sciencedirect.com/science/article/abs/pii/S0959652620357000
https://www.sciencedirect.com/science/article/abs/pii/S2352550921003249
DC:
https://www.bentley.edu/centers/user-experience-center/how-use-max-diff-survey-analysis-feature-prioritization
https://www.burke.com/beyondmeasure/what-are-conjoint-analysis-and-discrete-choice-analysis/
https://www.researchgate.net/publication/273004980_Sample_Size_Requirements_for_Discrete-Choice_Experiments_in_Healthcare_a_Practical_Guide
https://onlinelibrary.wiley.com/doi/10.1002/csr.2757?af=R
MaxDiff
https://www.resonio.com/market-research/maxdiff-scaling/
https://link.springer.com/chapter/10.1007/978-1-4842-9268-6_10
https://www.surveyking.com/help/max-diff-analysis
https://blog.ironwoodinsights.com/understanding-the-consumer-choice-process-using-maxdiff-analysis
https://sawtoothsoftware.com/resources/blog/posts/sample-size-and-power-analysis-for-maxdiff-parts-1-and-2
Driver Analysis
https://community.ibm.com/community/user/businessanalytics/blogs/rodrigo-de-andrade/2023/04/25/understanding-what-is-driver-analysis
https://www.tandfonline.com/doi/full/10.1080/20932685.2021.2016064
https://www.evanmiller.org/ab-testing/sample-size.html
https://docs.tinypulse.com/support/solutions/articles/44002193320-best-practices-for-a-powerful-key-driver-analysis