Failed Market Research is an oft-quoted reason for NPD failure. Merle Crawford presents data demonstrating that between one-third and one-half of all new products fail. In fact, conducting certain phases of Market Research, like the concept test, during the early stages within the NPD Process is a trademark of successful New Product commercialization.
1. Identify Opportunities
2. Interact Frequently
3. Inspire and Delight
Customer-centric innovation focuses on the total customer experience, designs in emotional aspects of the product and yields a flexible customer interaction.