Why pay attention to needs
We know that new product development is a business email list collection of activities, from market research to product delivery. Among these series of activities, there is a crucial stage, that is, the requirements and concept stage. Because this stage is full of uncertainties about customer needs, market competition, technology management and funding, the industry also calls this stage Fuzzy Front Edd (EEE), but it is precisely the ambiguity and uncertainty at this stage that reflects the innovation capability of an enterprise, and innovation capability is the key factor for the success of a product. Opinion of new product development process expert Cooper: "The time invested in the fuzzy front end is directly proportional to the success rate of new product development."
Product development is at the same time a "risk and reward" process." A PDMA survey showed a 61% success rate for new products, and the success rate depends largely on how well the company adopts new product development practices and processes. Quality.” Therefore, it is suggested that for new product projects, we must pay attention to the investment in the concept stage, which is not only time, but also manpower and cost. Meticulous requirements research and proof-of-concept activities ensure the correct direction of product design and development in the later stage, which can effectively reduce the possibility of project changes, thereby reducing project risks.
The following are several mainstream theoretical foundations of requirements and concept mining:
1) Concept Engineering
Concept engineering is a set of concept development process developed by MIT in cooperation with the Massachusetts Institute of Technology and the Center for Quality Management. It emphasizes customer-centricity and is committed to producing product concepts that meet/exceed user needs. Concept engineering focuses on the early stages of product development, the concept stage (earlier than product detail design and development). It is a set of conceptual models, including numerous methods, such as KJ, Kano model, etc.
Its main process is:
2) Design Thinking (Design Thing)
Design thinking comes from the design world. It is a user-centered design methodology. Its main point of view is that a successful product (good design) must be a common output that meets user needs, is technically feasible, and can benefit the company. The Stanford University School of Design summed it up as a set of ways of thinking and methodology. IDEO, one of the largest design consulting organizations in the world, used Design Thinking as its core idea, implemented it into its work, and successfully commercialized it.