Idea Screening
The object is to eliminate unsound concepts prior to devoting resources to them.
The screeners must ask at least three questions:

Will the customer in the target market benefit from the product?

What is the size and growth forecasts of the market segment/target market?

What is the current or expected competitive pressure for the product idea?

What are the industry sales and market trends the product idea is based on?

Is it technically feasible to manufacture the product?

Will the product be profitable when manufactured and delivered to the customer at the target price?

Concept Development and Testing

Develop the marketing and engineering details

Who is the target market and who is the decision maker in the purchasing process?

What product features must the product incorporate?

What benefits will the product provide?

How will consumers react to the product?

How will the product be produced most cost effectively?

Prove feasibility through virtual computer aided rendering, and rapid prototyping

What will it cost to produce it?

Testing the Concept by asking a sample of prospective customers what they think of the idea.

Usually via Choice Modelling.

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