Idea Generation
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Idea Screening
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Concept Testing
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Development of Ideas
R&D involves lots of investment in time and money, the firm want to know when the outcome is launched, know that it is thoroughly researched, tested and developed.
Idea generation- the process of identifying a wide range of possible new ideas
Idea screening- the process of streamlining all the ideas generated to shortlist those worthy of consideration involves considering the practical nature of the idea in terms of resources available and customer needs
Concept testing- the process of pitching potential ideas to consumer panels to assess their reactions reactions gathered to consider further viability of the concept
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