Summary of Defining the Problem - Customer Insights: New Product Development Orientation

00:00:00 - 00:10:00

The video discusses the importance of customer insights in product development, and provides an overview of the different types of customer insights that can be used. It then discusses how to collect the necessary information, and how to make an informed decision about the next step to take.

• 00:00:00 The video discusses the problem definition process, which includes identifying the key problem and developing alternatives. Once alternatives are in place, the video discusses the decision-making process, focusing on how to prioritize solutions given the various factors involved. Finally, the video discusses how to identify the starting point for a problem.
• 00:05:00 The video discusses how to develop a research plan for customer insights based on what-if questions. If, during customer research, it is determined that customers believe your product fails to offer benefits superior to the competition, you may have to decide whether to stop development of the product or kill it. If you are more concerned about the long-term welfare of the planet, you may forego profits in order to ensure the product is delivered to the marketplace that has value to protect the environment.
• 00:10:00 The video discusses the importance of customer insights in product development, and provides an overview of the different types of customer insights that can be used. It then discusses how to collect the necessary information, and how to make an informed decision about the next step to take.