INTRODUCTIONPrevious research believed that an organization should focus fully on the consumer, from the idea generation stage to launch of the product. As suggested by Sanden et al. (2006), in order to potentially achieve greater consumer value, better consumer satisfaction and high profit margins from a new product, it is strongly advised to activate the consumer in the development process. Therefore, the level of consumer acceptance is as important as the product itself and a company must be wary of potential rejection that leads to product failure. This article aims to elaborate on one of the factors behind product failure, namely the concept of consumer doubt towards a new product, as revealed in a recent study by Saaksjarvi and Morel (2010). This concept will be explained with its indicators and finally we will follow the explanation with the future direction of research to enrich the results which will be supported by small-scale primary research. CONSUMER DOUBT CONCEPT The relationship between new product development and organizational success is now important to gain recognition. Previous research has shown that new product development is a crucial activity to undertake if a company aims to ensure its long-term survival and growth (Brown and Eisenhardt, 1995; Clark and Fujimoto, 1991; Craig and Hart, 1992). . The process itself is very complex due to the fact that it is costly and risky, as Page (1993) stated, that a large portion of product development budgets are spent on new product failures. Most businesses have faced a high failure rate and, ironically, only a small portion of new product ideas achieve commercial success (Booz, 1980). To avoid this situation, a company must identify the underlying reasons for product failure for the opportunity......middle of article......2011]Pinch, TJ and Bijker, WE (1984) The social construction of facts and artifacts: or how the sociology of science and the sociology of technology could mutually benefit. SocialStudies of Science, 14(3), pp. 399-441. Rogers, EM (2003) Diffusion of Innovations, 5th ed., Free Press, New York, NY. Saaksjarvi, M. and Morel, NPK (2010) The development of a scale to measure consumer doubt about new products. European Journal of Innovation Management, 13 (3), pp. 272-293.Sanden, B., Gustafsson, A. and Witell, L. (eds.) (2006) The role of the customer in the development process. Involvement of customers in the development of new services. London: Imperial College Press. Vonderen, ML, Bekkers, R., Hermanussen, R., Sikora, G. and To'th, A. (1996) Gender and doubts about technology studies: a Duth-Hungarian comparison, Journal of General Psychology. 23(1), p../ 5-18.