Peter Boatwright

Peter Boatwright is Professor of Marketing and New Product Development at the Tepper School of Business at Carnegie Mellon University. He is also co-Director of the Integrated Innovation Institute. He is co-author of The Design of Things to Come: How Ordinary People Create Extraordinary Products (co-authored with Jonathan Cagan and Craig M. Vogel) and Built to Love – Creating Products that Captivate Customers (co-authored with Jonathan Cagan), September 2010.

Professor Boatwright has developed new statistical methods and additional theories of consumer behavior, spanning qualitative and quantitative methodologies. His expertise and teaching focus is on new product marketing, consumer marketing, and marketing research methods. His formal approaches to opportunity identification and problem solving have been integrated into a diverse range of companies including Apple, P&G, Nissan, Whirlpool.

Built to Love: Creating Products that captivate customers.
Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices – only to find that they fail to light up the marketplace.  Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned. Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands.