Study Guide

Objective

Student:
- Understands the process product development based on customer information
- Can collect information about customer needs, customer criteria and competitors via interviews and surveys
- Can analyse customer and competitor data for market positioning and innovation potential
- Can use creativity technicues for product innovation and can critically compare and evaluate different business ideas.
- Can recognize uncertainties about a business idea and design business experiments to clear these uncertainties

Content

This course is highly intensive series of workshops during which students act as teams and apply different techiniques to understand their target customer needs and criteria. Lessons learned during the workshops are implemented between the workshops. New product concepts are developed based on gathered and analysed customer information. Further, a simple business experiment is design and implemented based on uncertainty analysis.Final presentations are given to a group of visiting experts.

Evaluation scale

H-5