Applied Marketing Science (AMS) is pleased to share that Principal Kristyn Corrigan has contributed a chapter of The Product Development and Management Association (PDMA) Handbook of Innovation and New Product Development, which has, with each new edition, provided a cutting-edge overview of all aspects of new product development since its initial publication in 1996. The fourth edition has been completely revised to include twelve new chapters on topics such as Creating Innovation, Sustainable New Product Development (NPD), Digital Transformation of NPD, and more.
Kristyn’s chapter, titled, “The Evolving Influence of Customer Needs on Product Development,” introduces NPD professionals to the advantages and tactics associated with incorporating systematic Voice of the Customer (VOC) methodologies into NPD processes. The chapter defines the various types of customer needs, reviews methodologies for uncovering and prioritizing customer needs, and provides several real-world case studies illustrating the application of VOC and the impact of customer needs on successful new product development.
The PDMA Handbook of New Product Development is an essential reference for anyone with responsibility for product development activities, from novices looking for fundamentals to experts seeking insights on emerging concepts.
Interested in incorporating Voice of the Customer methodology into your NPD practices? Reach out to Kristyn to schedule a consultation or to learn more about our services.