Using web research technology to accelerate innovation
John S. Pawle Second Sight International andPeter Cooper CRAM International Group
VOICE OF THE CONSUMER
We know that building in the voice of the consumer to the innovation process is a key success factor. In fact, it is one of, if not the most important factor determining why NPD (New Product Development) projects succeed, as shown in extensive research with managers in the United States, Europe and Japan (Cooper, 1999). Conversely, ideas that do not incorporate the voice of the consumer fail. Critical success factors for NPD and Innovation...