Limitations of this Research and Suggestions for Future Study

The market and customer research techniques suggested by the framework provided

comprehensive information to guide a customer focused design approach for the case study.

The selection of YouTube as an information source provided relevant visual examples of

competitive products, new product ideas, and lead user activity. Interviews with retail

outlets allowed a focused survey of local customers and increased the awareness of the retail

aspects of a successful product launch. Finally, the field image capture activity permitted

the study of customer using products in their natural environments, revealing insight into

how products will be used and modified by their end users.

The CFD framework was evaluated through a single case study. The customer and

market research activities suggested by the framework yielded valuable information which

could be implemented into a product design specification. By narrowing to one product

development effort, the framework could be tested fully and the knowledge gained from the

framework could be realized into a physical prototype. This action was intended to provide

more relevant example of the framework being utilized to its ultimate completion. The CFD

framework obtains information from multiple independent research elements. This aspect

allows some validation of data within the framework itself (i.e. – a comment made by a retail

salesperson may be validated through field observation).

Additional case studies would provide further validation of the CFD framework.

Selection of additional case studies based on different product categories would allow the

those products. Case studies involving business-to-business applications and service based

products would further explore the effectiveness of the framework.

The framework performed especially well in this case study. The bicycle carrier

product was an established product and development effort was focused on improvements to

the existing design, rather than a radically new product. Information regarding customer

usage and competitive products was readily available as the general public had well

established needs and wide exposure to competitive products. Depending on the level of

innovativeness of the product development activity (new-to-world v.s. new-to-company v.s.

improvement), the individual research elements suggested by the CFD framework may be

more or less suitable. Table 6.1 suggests the suitability of the individual research elements,

based on the level of innovation

Table 6.1 Suggested Suitability of Research Methods

Research Element Online Search Retail Interview Ethnography New to

World Good Good Best

New to

Company Best Better Better

L e v e l of I n nova ti on

Improvement Better Best Best

The ethnography element of the CFD framework is best suited to those more radical

innovations (new-to-world) of which the general public has yet no awareness. This type of

innovation is best studied by observing customers in their environment to identify needs of

which they may not realize. New-to-company products are easily surveyed through use of

retail outlets (customer concerns and warranty issues) as well as ethnography methods

where the actual (and sometimes unforeseen) product usage can be observed.

This study suggests the need for more focused research surrounding SMEs attitudes

towards researching markets and customers. The existing SME research proved to be a

effective predictor for the behaviours of the SME involved in this case study; however, the

underlying reasons for these behaviours is not adequately understood. SMEs are generally

thought to be “closer” to their customers, due to their size and frequent direct interactions

with sales activities. The observations of this case study saw SME management “suppose”

statements regarding customer wants and needs, rather than committing to objective

research. While this study intends to remove some barriers to that research, the SMEs must

still commit themselves to looking for answers outside their own walls.

The influence of the SME owner/manager in NPD decision-making was evident in

the literature, and confirmed by the case study. SMEs could benefit from research into their

decision-making structures (or indeed lack thereof). Success of the SME depends on the

most advantageous decisions being made in every element of the firm. Further analysis of

these decision-making structures, their effectiveness and means to improve them would

benefit all firms.

This study made use of current internet technologies to find examples of competitive

products, customer product usage, user-innovators, and adjacent product ideas. The

knowledge gained from these activities is intended to be used to steer the design process as

part a broader customer focus design effort. Similar internet technologies could be involved

again later in the process, as a means to test and validate new product ideas. Peer networks

such as YouTube, Facebook, Linked-In and Twitter could be utilized to establish networks

of potential customers and consultants who are able provide nearly instantaneous feedback

are may discover an effective means to solicit customer feedback before design decisions

are made, quickly and at a minimal cost.