Gartner Research

Market Insights’ Role in the NPD Process

Published: 15 May 2017

ID: G00344312

Analyst(s): Market Insights and Analytics Research Team


New product ideas stemming exclusively from one part of the business are rare and often unsuccessful. To create products that positively impact the market, as well as the business’s bottom line, the entire organization must generate new product ideas and assist in the NPD process.

Table Of Contents


Generating Ideas

Frame the Problem or Challenge

Collaborate Across Functions

Prioritize and Screen Ideas

Building a Business Case

Developing (Designing and Prototyping)

Involve Customers in Prototyping


Collaborate with Customers and Internal Stakeholders to Refine Product

Utilize Key Customer Segments


Product Launch Checklist

Source Ongoing Customer Feedback

Sources of Customer Feedback

Analyze and Leverage Customer Feedback


About This Research

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