The New Product Development Process Class 5 Concept Screening

Concept Selection / Screening

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 Steps 4. Combine and Improve the Concepts 5. Select One (or More) Concepts 6. Move on to Concept Testing

The New Product Theorem All commercially successful new products are solutions to problems.

Development: Product Design

What Is Design? Has been defined as “the synthesis of technology and human needs into manufacturable products.” In practice, design can mean many things, ranging from styling to ergonomics to setting final product specifications. Design has been successfully used in a variety of ways to help achieve new product objectives. One thing it is not: “prettying up” a product that is about to manufactured!

Aesthetic Evaluations of Consumer Products Balance Movement Rhythm Contrast Emphasis Pattern Unity

Contributions of Design to the New Products Process

Range of Leading Design Applications Purpose of Design Aesthetics Ergonomics Function Manufacturability Servicing Disassembly Item Being Designed Goods Services Architecture Graphic arts Offices Packages Aesthetics – the philosophy of art the branch of philosophy dealing with beauty and taste (emphasizing the evaluative criteria that are applied to art); "traditional aesthetics assumed the existence of universal and timeless criteria of artistic value"   Ergonomics"The systematic application of knowledge about the pyschological, physical, and social attributes of human beings in the design and use of all things which affect a person's working conditions: equipment and machinery, the work environment and layout, the job itself, training and the organization of work:"

Assessment Factors for an Industrial Design

Consumer Response to Product Form (Adapted from Bloch 1995) Psychological Responses to Product Form Cognitive Evaluations Categorization Beliefs Aesthetic Behavioral

What is Product Form? Objective Physical Properties of a Product Form Structure Texture Color

Psychological Responses to Consumer Products Context Category Membership Functionality What happens in the absence of context? Design communicates, but does it do so effectively? How does the design and its context influence: Consumers’ reactions to the new products Consumers’ communication strategies

What Does the Design Tell You?

What Does the Design Tell You?

Perceived Product Newness Category Provided? No Yes Product Demonstration Provided? 16.3 19.0 18.1 20.2 Range of Scores: 4 to 28

Why does perceived newness matter? Correlation between perceived newness and product evaluation = .43 (p < .0001)

How Do Consumers Communicate Design? Categorization “Marketers must proactively consider how they want consumers to categorize a product rather than leaving it to chance.” - Bloch 1995 Analogies Tendency to describe the novel in terms of the known “Looks like” vs. “Works like”

Alternative Interpretations Foot Massager Heater Bathroom Scale Lawnmower Toy Slide Projector Record Machine CD Player Sony Boom Box Face Massager Hot Pot Computer Peripheral Grill MP3 Player Optometrist’s Tool Video Recorder

Alternative Interpretations Razor Medical Device Massage Tool Computer Mouse Tape Recorder Facial Scrubber Mini-massager Lip Shaver Medical Device Foot Buffer Blood Pressure Tester Arm Pit Odor Remover Portable Heater Mini Oven Humidifier

Analogies Used Frisbee UFO Salad Bowl Decoy in a Science Fiction Movie Yo-Yo Pizza Pen Can Opener Pencil Microphone Video Recorder James Bond device Chocolate Bar Flash Light Fold-Up Fan TV Remote Control

Analogies Used Hockey Stick Scanner Fish Tank Scanner