Professor: Michal Maimaran (Kellogg, Northwestern)

Intro

• Why introduce new products?
• Type and risk of a product to company/portfolio
• Types of product strategies
• Product Launch Process

Opportunity Identification

Understanding & Prioritising Customer Needs

• Why focus on needs (vs solutions)?

Tools / Tactics to understand need

• Summary
• Observation and ethnography
• Problem Detection Studies (PDS)
• Market Trends
• Brand Image Studies (BIS)
• Kano Analysis

Design