Using customer-based ideation to drive new product development

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.

Using Customer-Based Ideation to Drive Newproduct Development

Jim ThomasThe RDA Group Inc., United StatesMark SilverbergFord Motor Company, United States

BACKGROUND OF THE ISSUES

The battle for retail customers is a never-ending one. In the case of most...