Handbook of Research on Trends in Product Design and Development by Silva Arlindo

Author:Silva, Arlindo...
Language: eng
Format: epub
Published: 2014-05-21T23:27:06.527000+00:00

Table 1. Ways to involve customers in the innovation process

Innovation stage/phase Activity with customer participation Interaction method Tool or technique

Ideation Needs assessment Customer interviews (face-to-face or group) Long interview,

Zaltman Metaphor Elicitation Technique (ZMET),

Idea generation Group brainstorming Brainstorming (all variants), group creativity techniques,

Lead User Approach

Idea screening Group discussion Nominal Grouping, lead User Approach

Concept development Defining requirements Customer interviews, group discussions, workshops Analogous or metaphorical reasoning,

Lead User Approach

Co-Design Group discussion, workshops Empathic or participatory design, Consumer Idealized Design

Concept testing Concept test

Prototype testing Customer interviews, focus groups, customer observation,

Self reporting (e.g. diaries) Long Interview, ZMET, focus groups;

Beta-testing

Commercial-ization Market plan development Brainstorm on marketing activities Group creativity techniques

Advertising tests Group interviews

Observation Focus groups, Customer observation, Netnography

Marketing of innovation Product demonstrations, reviews, testimonials, community or social networking Word of Mouth,

Samples,

Product/Service Review

Use/Re-innovation Improvement suggestions,

Complaints Customer dialogues, User-to-user support in communities Online forums

Complaints and Suggestion Systems, Netnography

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