Consumer orientation of product developers and their product perception compared to that of consumers

This research concludes that although product developers (58, response rate 35%) and consumers (344, response rate 57%) perceive health and its relation to product characteristics in the same way, the perception of product developers is more extreme. Furthermore, factor analysis reveals four orientations of product developers: technology and cost orientation, which are related to the use of more traditional work methods, and customer and consumer orientation, which are related to the use of more recent and interactive work methods. These four orientations are related to different opinions about factors influencing failure of products, use of models and cooperation. (C) 2004 Elsevier Ltd. All rights reserved.