Abstract:

This paper demonstrates how companies charged with new product development can use an effective, low-cost, qualitative market research methodology to drive the development of new, market-driven products. Most companies face the challenge of developing new products. However, many products fail to recognize the customers' needs at the earliest stages of new product development. The unfortunate result is often market and financial failure. Companies can avoid this risk by applying a unique Ideation Research Methodology that is designed to provide companies with insightful consumer input for new product ideas. While the paper is directed at development of new products and features in future automobiles, this ideation methodology has application to every industry seeking to develop new and innovative products for their customers. The paper outlines the unique steps of this qualitative research methodology supported by client examples of how the results of this research have been incorporated into their own product development process.