Subproblem decomposition: An exploratory research method for effective incremental new product development

Dirk Ruiz, Dipak Jain, Kent Grayson*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Consumers frequently face problems when using a product or service. Successful incremental product development depends on accurately identifying these problems. Exploratory methods that are commonly used to identify such problems tend to present consumers with stimuli (i.e., questions) that prompt a particular kind of psychological processing. Subproblem decomposition, a new exploratory method, uses stimuli that prompt a different kind of psychological processing. Consumers are asked to think out loud while performing product-related tasks, and their spoken thoughts are used to identify the "subproblems" faced during product use. Subproblem decomposition, therefore, generates different insights, which complement the perspective gained by more conventional exploratory methods.

Original languageEnglish (US)
Pages (from-to)385-404
Number of pages20
JournalJournal of Product Innovation Management
Volume29
Issue number3
DOIs
StatePublished - May 2012

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

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