It’s important to know your marketplace so intimately that you are able to see emerging trends and identify the problems your customers are hoping to fix. To have your finger on the pulse, as it were. The question is, where is the ‘pulse’ for your new product? In this article we aim to unpack the research phase of NPD a little further.

Has the analysis provided for the Business Case been carried out to a depth that truly exhausts the critical marketplace questions? You know, the questions your Sales team will be trying to answer six months down the line.