Targeted Consumer Involvement: An Integral Part of Successful New Product Development

OVERVIEW:The use of targeted focus groups early in the design process allows new-product developers to refine specific design functions and features for a new product with direct input from the product's targeted users. Down range in the product development process, these same end users are reconvened to review functional prototypes of the product prior to its initial production run. An effective approach to new product development or product refinement allows consumers to provide the "what"—consumer wants, needs, and expectations for the new product—while product designers provide the "how," defining how the product will fill those wants and needs. This process has been employed successfully in conjunction with a university-based partner organization, with the data obtained from the targeted focus groups resulting in the successful development and transfer of new technologies into the marketplace. This paper presents a case study demonstrating how a small technology company employed the process to develop a product that was well received by its target market.