1. Voice of Customer Methods – Which Is the Best Source of New Product Ideas
Dr. Cooper and co-author Dr. Dreher zero in on the VoC methods as the best source of ideas, and look at eight of these VoC methods that were studied. Illustrations are also provided for these methods in action. Other methods are also included, such as Open Innovation and Strategic Methods for idea generation, but do not fare as well.
2. Ideation for New Products – What Are the Best Methods
Cooper and Edgett report the results of an extensive study of firms using 25 different methods to generate new product ideas. The popularity and the effectiveness of each method are reported on the “magic quadrant” diagram, revealing that VoC methods are the winners. Descriptions of all 25 methods are provided.