Full citation

Wu, C. & Wu, S.I. (1999). A Proposed Method for the Design of Consumer Products. Journal of International Marketing and Marketing Research, 24(1), 23-33.

Format: Peer-reviewed article

Type: Research — Non-experimental

Experience level of reader: Fundamental

Annotation: The authors propose the utilization of Suh's design axiom for selecting ideal design parameters in concert with marketing activities. Combining Suh's method, which employs a manufacturing viewpoint, with methods that traditionally represent the customers' viewpoint, (conjoint analysis and quality function deployment) the authors believe that they have produced the optimal method for transforming consumer needs into product design specifications. Applying their method to a tea drink product, they have concluded that the combination of methods can result in the design of successful products.

Setting(s) to which the reported activities/findings are relevant: Large business, Small business (less than 500 employees)

Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers

Knowledge user level addressed by the literature: Organization

This article uses the Commercial Devices and Services version of the NtK Model

Primary Findings

Method: Combining Suh's design axiom, conjoint analysis, and quality function deployment techniques enables organizations to translate consumer needs into functional requirements, and finally, design parameters. A mixture of focus groups, surveys, and internal analysis conducted with specific market segments is likely to yield successful results.
Random sampling survey of 300 customers used to verify utility of proposed process.
Occurrence of finding within the model: Step 4.11