Concept Generation Techniques in New Product Development
This paper examines concept generation techniques used in new product development, explaining how ideation and concept screening work together to transform customer needs into viable product designs. The paper outlines three sample product concepts — a low-calorie fruit salad topping, a Scandinavian-inspired pork product, and a decorative glass shower door artwork — and identifies the specific technique applied to each: brainstorming, collaboration, and brainsketching, respectively. The discussion highlights that no single technique is universally superior, and that development teams should be familiar with multiple approaches and apply them individually or in combination as circumstances require.
- Introduction to Concept Generation: Defines concept generation and its role in NPD
- Overview of Concept Generation: Explains ideation, screening, and why multiple techniques exist
- Sample Product Concepts: Three original product concepts presented as examples
- Concept Generation Techniques Applied: Maps each concept to brainstorming, collaboration, or brainsketching
- Conclusion: Summarizes value of diverse concept generation methods
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What makes this paper effective
- The paper clearly connects theoretical definitions of concept generation to concrete, real-world product examples, making abstract techniques tangible and easy to understand.
- Each sample product concept is paired directly with a specific generation technique, giving the paper a logical, parallel structure that reinforces the core argument.
- The introduction and conclusion frame the discussion effectively, emphasizing that no single technique is universally best and encouraging flexible, combined use of methods.
Key academic technique demonstrated
The paper demonstrates applied illustration — using three distinct product concepts to show how different concept generation techniques (brainstorming, collaboration, and brainsketching) operate in practice. This technique grounds theoretical definitions in observable scenarios, a common and effective approach in business and marketing coursework.
Structure breakdown
The paper opens with an introductory definition of concept generation and its role in new product development. A dedicated overview section elaborates on ideation and concept screening. Three sample product concepts are then presented in sequence. A separate section maps each concept to its corresponding generation technique with supporting citations. A brief conclusion synthesizes the key takeaway. Total length is short, appropriate for an undergraduate-level applied essay.
Introduction to Concept Generation
The process of new product development begins with the identification of good product ideas and the use of appropriate criteria to determine which ideas to pursue. This process involves concept generation — the most important step — since it focuses on generating and obtaining ideas about the product. Concept generation in new product development entails developing a set of customer needs, specifying targets, and determining several product alternatives for the design process. Given the significance of concept generation, a variety of techniques have been developed. These techniques can be used to create variations of a basic concept in relation to different product forms, characteristics, positioning, benefits, and customer targets.
References
"Concept Generation." (2003, March 5). Lecture 13. Retrieved from University of Iowa, Department of Biomedical Engineering website: http://user.engineering.uiowa.edu/~bme083/lecture/lecture13_030503.pdf
Linsey, J. S., et al. (2011, March). An experimental study of group idea generation techniques: Understanding the roles of idea representation and viewing methods. Journal of Mechanical Design, 133, 031008-1–031008-15.
Nobel, M. (2013). Product concept generation. Retrieved from Tufts University website: http://sites.tufts.edu/eeseniordesignhandbook/2013/product-concept-generation/
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