In the second edition of Product Innovation Toolbox, more than 70% of the contents will be updated, ten old chapters will be eliminated and replaced with 11 new and heavily updated chapters. For the updates, the sections will include upgraded versions of tools in the 1st edition with fresh examples where appropriate and new case studies created while using the tools from the previous edition. The advancement of digital and mobile technologies that may allow researchers to collect data using totally new collection modes will be covered in both the upgraded tool sections and brand new sections. For the brand new sections, tools that engage consumers in ways that were not previously available due to connectivity and other foundations of the new digital age will be introduced. These new tools enable researchers to reach consumers from different markets across the world, engage consumers in context and more natural ways, enable researchers to have a "true" dialogue with consumers and break through barriers of old issues such as how to deal with open-end questions effectively. Unlike the first edition, where the authors differentiated qualitative from quantitative reiterative approaches, the second edition will reflect the integration and connection of all data (unstructured to structured) for deep learning and activation. Note that this shifting of relationships is still very new and is still in its infancy in the research world. Many new or updated sections will incorporate digital technologies with classic and established disciplines such as experimental design and design thinking to allow researchers to quantify information previously lumped as qualitative data and provide much more meaningful information, effective project execution and actionable outcomes. In addition, the new tool sections will include digital technologies such as Virtual Reality (VR) and Digital Augmentation that allow scientists the ability to create new ways to stimulate and elicit insights from people.  The issues of cross-continental marketplaces and cross-cultural societies will be covered in many sections in the forms of case studies or dedicated topics in the sections. New tools and updated tools that have been proven to work globally will be emphasized in the second edition.

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