1. Using a consumer-driven rapid product navigation process to develop an optimal product
- Author
-
J.N. Lewis, J. Beckley, M.A. Jeltema, and R. Teratanavat
- Subjects
Product design specification ,Nutrition and Dietetics ,Product design ,Computer science ,business.industry ,Product engineering ,Manufacturing engineering ,New product development ,Product topology ,Product (category theory) ,Marketing ,business ,Food Science ,Design review ,User-centered design - Abstract
There are many different approaches to product optimization, each with its own strengths and limitations. To address some of these limitations, a unique, consumer-driven approach was developed to rapidly navigate a path through a qualitative product space (QPS) to reach the product that best meets the product sensory criteria, rather than having to evaluate all products in the design and build models to determine the optimum as in classic design of experiments. During this rapid product navigation (RPN) process, consumers participate in a unique form of qualitative discussion groups, during which prototypes are evaluated and discussed in-depth, with the group’s response to each prototype determining the next prototype to be presented. This adaptive, stimulus–response process is a listening and learning approach rather than a modeling approach and provides a deeper understanding of not only what the best product is, but also why it is the best. Due to the strong partnership required between the product researcher and product development, the business also gains a deeper understanding of consumer language and key design elements, which then feeds back into future product development projects. It is also possible to identify potential consumer segments that may not be obvious from traditional sensory evaluation and ensure that the resulting product design meets the product sensory requirements for the intended audience. This approach to developing the optimal product has demonstrated multiple successes, cutting product development time from 18–24 months to less than 6 months.
- Published
- 2010
- Full Text
- View/download PDF