1. The New Product Development Process
Class 5
Concept Screening

2. Concept Selection / Screening

3. 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?

4. 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

5. 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

6. 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

7. 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)

8. 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

9. Step 3 Rank the Concepts Use criteria weights (if multiple segments)
Total score for each concept

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

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

12. Development: Product Design

14. 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!

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

16. Contributions of Design to the New Products Process

17. 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:"

18. Assessment Factors for an Industrial Design

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

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

21. 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

22. What Does the Design Tell You?

23. What Does the Design Tell You?

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

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

29. 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”

30. 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

31. 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

32. 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

33. Analogies Used
Hockey Stick
Scanner
Fish Tank
Scanner