Consumer Idealized Design: Involving Consumers in the Product Development Process

Abstract

A considerable portion of the growing body of literature devoted to the design process deals with the roles of internal marketing, production, and research and development teams and their interaction. Such design methodologies could be greatly enhanced by focusing more attention on understanding consumer needs and behavior, especially in the initial stages of product development. Susan Ciccantelli and Jason Magidson describe Consumer Idealized Design, a process for involving consumers in the actual design of a new manufactured good or service. They summarize three case studies involving the application of the process.

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