Dr. Peter Boatwright Associate Professor of Marketing, Carnegie Mellon University, USA

1 Talk

Peter is an Associate Professor of Marketing at Carnegie Mellon University. His research focuses on early product development processes, measuring customer product interests and integrating customer insights into decision making for product design. Historically in the field of marketing, research in new product development has concentrated on aspects of commercialization... read moreof a product, focusing less on the definition and development of the product itself. In contrast, Dr. Boatwright's research is product oriented. He develops methods to assess customer needs and opportunities and to translate those into product specifications early in the design process, for example, he has used multidimensional scaling to summarize product shapes into latent dimensions, measuring customer utility for product aesthetics over the latent dimensions. Dr. Boatwright has also developed new statistical methods as well as additional theories of consumer behavior, spanning qualitative and quantitative methodologies.