The document discusses managing the new product development process from idea generation through concept development and testing. It describes techniques for gathering customer input like conducting informal sessions and surveys. It also discusses frameworks for understanding customer needs and wants like demand-first innovation and growth (DIG). Additionally, it outlines methods for concept development including attribute listing, forced relationships, and morphological analysis as well as concept testing and conjoint analysis.
6. The Demand Landscape
Use observational,
anthropological and
ethnographic method or
consumer self reports to
map consumer needs,
wants and even beyond.
7. Use conceptual lens and structural innovative-thinking tools to achieve market
perspective from different angles.
8. Think about how the new product can fit into customer’s lives and how it can
distinguished from competitors.
9.
10. Running Informal sessions with group of customers and company
engineers and designers to discuss problems and needs.
11.
12. Make a customer brainstorming session a standard feature of plant tours.
13. Survey your customers
Undertake ‘fly-on-the-wall or ‘camping out’ research
with customers, as do Fluke and Hewlett-Packard
Have your technical and marketing people visit your
suppliers’ lab and spend time with technical team –
find out what’s new
Some other ways...
25. Forced Relationships – List several ideas and
consider each in relationship to each of the other.
Morphological Analysis – Start with a problem and
think of dimensions. By listing every possible
combination, we can generate many new solutions.
Some other ways...
26. Idea Screening -
Overall Probability Probability of Probability of
Probability = of technical x commercialization x economic
Of success completion given technical success given
completion commercialization
38. Recap :
• Managing the Development Process – Ideas
• Erich Joachimsthaler’s demand-first innovation & growth (DIG)
• Ways to find Great New Product Ideas
• Crowdsourcing
• Ways to draw new Ideas from your Customers
• Studying Competitors
• Managing the Development Process – Concept to Strategy
• Concept Development
• Concept testing
• Conjoint Analysis