Consumers as co-creators of new product ideas: An application of projective and creative research techniques

• Projective and creative techniques are used to generate new product ideas.
• Projections are driven individually and through participants' interaction.
• Provided information is highly actionable for marketing of new aquaculture products.

Involving consumers in the process of modification and creation of new food products has been recently identified as a vital factor for new product development. However, little attention has been devoted to consumer-generated product solutions, and instead, researchers continue to view new product development process as a firm-centred activity. This study uses projective and creative research techniques to involve consumers in the process of modification and creation of new aquaculture product ideas. We provide guidelines for the use of these techniques in the new product development process, as well as managerial and practical implications for the future development of new aquaculture products.

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