Workshop 2: Assessing the market environment


In this second workshop we examine the importance of customer/market intelligence and review the data and assumptions of the future customer and market responses to the innovation. A customer archetype is developed and gaps in the customer/market picture are examined. From here the student teams will explore market opportunities, gaps, threats and substitution threats while attempting to get a clear sense of the “voice of the customer”.


Cooper, R. G. (2011) Winning at new products: creating value through innovation. New York, Basic Books.

Cooper, R. G., and Edgett, S.J. (2005) Lean, Rapid and Profitable New Product Development. Canada, Product Development Institute.

Ries, E. (2011) The Lean Startup: How constant innovation creates radically successful businesses. New York, Portfolio-Penguin.

Lecture notes

Workshop 2 Part A: Assessing the Market & Customer Needs

Workshop 2 Part B: Market Research and NPD

Developing the Market Check List

QFD-HOQ Template (EXCEL file)

Kano Model Website

iCeutica Case Study Presentation












Additional Readings

Alvarez, S., and Barney, J.B. (2007) "Discovery and Creation: Alternative Theories of Entrepreneurial Action," Strategic Entrepreneurship Journal 1(1): 11-26. 

Akao, Y., and Mazur, G.H. (2003). "The Leading Edge in QFD: Past, Present and Future." The International Journal of Quality & Reliability Management20(1): 20-35. 

Akgun, A., Lynn, G, and Byrne, J. (2004) "Taking the Guess Work out of New Product Development: How successful high-tech companies get that way."Journal of Business Strategy 25(4): 41-46. 

Blank, S. (2013). "Why the lean start-up changes everything." Harvard Business Review 91(5): 65-72. 

Bower, J. L., and Christensen, C.M. (1995). "Disruptive Technologies: Catching the Wave." Harvard Business Review 73(1): 43-54. 

Chan Kim, W., and Mauborgne, R. (1999). "Creating New Market Space." Harvard Business Review 77(1): 83-94. 

Cooper, R. G., Edgett, S.J., and Kleinschmidt, E.J. (2004). "Benchmarking Best NPD Practices - I." Research Technology Management 47(1): 31-43. 

Cooper, R. G., Edgett, S.J., and Kleinschmidt, E.J. (2004). "Benchmarking Best NPD Practices - II." Research Technology Management 47(3): 50-59. 

Cooper, R. G., Edgett, S.J., and Kleinschmidt, E.J. (2004). "Benchmarking Best NPD Practices - III." Research Technology Management 47(6): 43-55. 

Frambach, R. T., and Schillewaert, N. (2002). "Organizational innovation adoption: A multi-level framework of determinants and opportunities for future research." Journal of Business Research 55(2): 163-176. 

Griffin, A., and Hauser, J.R. (1993). "The Voice of the Customer." Marketing Science 12(1): 1-27. 

Huang, X., Soutar, G.N., and Brown, A. (2002) "New Product Development Processes in Small to Medium-Sized Enterprises: Some Australian Evidence,"Journal of Small Business Management 40(1): 27-42. 

Legris, P., Ingham, J., and Collerette, P. (2003). "Why do people use information technology? A critical review of the technology acceptance model." Information & Management 40(2): 191-204. 

Rogers, E. M. (1976). "New Product Adoption and Diffusion." The Journal of Consumer Research 2(4): 290-301.  

Tan, K. C., & Shen, X.X. (2000). "Integrating Kano's model in the planning matrix of quality function deployment." Total Quality Management 11(8): 1141-1151. 

Vargo, S. L., and Lusch, R.F. (2004) "Evolving to a New Dominant Logic for Marketing," The Journal of Marketing 68(1): 1-17. 

Vargo, S. L., and Lusch, R.F. (2008) "Service-dominant logic: continuing the evolution," Journal of the Academy of Marketing Science 36(1): 1-10