6
Concept Evaluation
Once a set of product concepts has been generated, an evaluation of each concept is conducted. The purpose of concept evaluation is to refine the set of concepts to only those concepts that should continue in the product development process. Naturally, the decision regarding how many concepts can remain in the product development process will depend on the resources available.
Five general approaches can be used to evaluate concepts. In most cases, these approaches are used together to achieve a broad perspective of which concepts should be continued. These approaches, discussed in this chapter, are the product innovation charter (PIC) review, concept testing, scoring models, snake plots, and financial analysis.
Product ...
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