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The New Product Development Process
Concept ScreeningFebruary 13, 2007
Concept Selection / Screening
The NPD Process
Phase 1:Opportunity
Identificationand Selection
Phase 2:Concept
Generation/Ideation
Phase 3:Concept
Screening & Testing
Phase 4:Development
“Fuzzy” Front End
Prioritizing Interpreted Needs Kano Classification (one approach)
L = Linear Satisfiers (“The more the merrier.”) N = Neutral/Indifferent (“No big deal.”) M = Must Haves (“I won’t buy without!”) D = Delighters (“What an unexpected treat!”)
Kano’s Model of (Non-Linear) Customer Satisfaction
Customer Satisfied
CustomerDissatisfied See (1) Matzler, et al.., 1996,
Journal of Product & Brand Mgmt (2) Matzler and Hinterhuber, 1998, Technovation (3) Center for Quality Mgmt
Must Have (M)Must Have (M)
Delighter (D)Delighter (D)
Linear Satisfier (L)Linear Satisfier (L)
RequirementFulfilled
RequirementNot Fulfilled
Indifferent (I)Indifferent (I)
Concept Selection How can the team choose the best
concept (even though the designs are still being developed)?
How can a decision be made that is embraced by the entire team?
How can the “good” attributes of “weak” concepts be identified and used?
How can the decision process be systematic?
Selecting Concepts All teams use some method
first concept considered; external decision; product champion; intuition; voting; pros & cons; prototype & test; decision matrices
Potential benefits of a structured method include: objectivity in decisions a customer-focused product a competitive design reduced time to product introduction effective group decision making and coordination documentation of process
Concept Screening & Scoring Prepare the selection criteria and
create the selection matrix Rate the concepts Rank the concepts Combine and improve the
concepts Select one or more concepts
Principles & Caveats Decomposition of concept quality
basic theory assumes selection criteria are independent and thus does not directly capture non-linear relationships between criterion
Subjective Criteria some criteria (eg, aesthetics) are highly subjective; the team’s
judgments on these dimensions should be supplemented with the opinions of representative consumers from the target market (perhaps using prototypes, mock ups)
To Facilitate Improvement of Concepts the team should make notes of any outstanding (+ or -)
attributes, as well as identify any features that might be used to improve the concept
Step 1 Prepare Selection Matrix:
What are possible criteria for evaluating your “automotive dining” concepts? Ability to meet each interpreted need Manufacturing costs Market need, growth, size Compatibility with firm’s other products/culture Compatibility with firm’s current
technology Market competitiveness
(cost to maintain position)
Step 2 Rate the Concepts
Using a reference point Relative performance
much worse than reference = 1 worse than reference = 2 same as reference = 3 better than reference = 4 much better than reference = 5
Step 3 Rank the Concepts
Use criteria weights (if multiple segments)
Total score for each concept
Next Steps4. Combine and Improve the
Concepts5. Select One (or More) Concepts6. Move on to Concept Testing
(Next Week…)
The New Product Theorem All commercially successful
new products are solutions to problems.