Customer Need Identification Methods in New Product Development: What Works “Best”?
Customer Need Identification Methods in New Product Development: What Works “Best”?
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DOI：
10.1142/s0219877018500086
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发表时间：
2018-02
影响因子：
1.8
通讯作者：
F. Geyer;Jens Lehnen;C. Herstatt
中科院分区：
文献类型：
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作者：
F. Geyer;Jens Lehnen;C. Herstatt
尽管新产品开发的失败率很高，但它仍然是企业发展并扩大市场地位的最自然的措施。因此，公司需要根据目标客户的需求优化产品功能。通过对 179 名参与者进行在线调查，本文确定了最常用的需求识别技术。我们可以证明，分析内部数据和外部报告是当今最常用的方法，至少在德语世界是这样。尽管如此，通过不同的方法与客户互动被认为是最有益的方法，同时也非常消耗资源。与分析该主题的大多数科学研究相反，我们还确定了拒绝某些方法的原因，例如由于缺乏知识和资源或组织内部存在严重阻力。此外，我们还从调查数据的输入中获取学术和实用信息，以便将来改进应用。
Although new product development is associated with high failure rates, it is still the most natural measure for firms to grow and by that expand their market position. Therefore, firms need to optimally align product functions to the needs of their target customer. By conducting an online survey with 179 participants, this paper identifies the most commonly applied need identification techniques. We can show that analyzing internal data and external reports today is the most commonly used method, at least in the German-speaking world. Still, interacting with customers via different approaches is perceived as the most beneficial approach, at the same time being very resource-demanding. In contrast to most scientific studies analyzing this topic, we furthermore identify reasons for refusing certain methods, e.g. because of lack of knowledge and resources or severe resistance within the organizations. Additionally, we derive academic and practical information from the input of the survey data for an improved application in the future.