| New product and service development suffers from a number of problems including: a high failure rate of introductions; a low rate of innovation; failure to offer benefits that existing products and services do not; and, inadequate understanding by organizations of their users.;Seven case studies in three settings are used to assess whether CID, developed by management theorist and practitioner Russell Ackoff, generates (1) understanding by organizations of their consumers, (2) information on consumers' unmet needs and desires, and (3) ideas and designs that are innovative and offer advantages over products and services currently available.;The presented case studies utilizing CID involve the design of a supermarket (e.g., its layout, products and services, and personnel), a neighborhood grocery store, and five neighborhood play spaces wherein children in Philadelphia designed their ideal play spaces and implemented aspects on vacant lots.;Based on reviewing the literature, completing seven CID case studies, and examining prior CID interventions, it is concluded that CID meets the criteria by which it is assessed. Overall PDE Recommendations include complementing CID with other methods in order to combine their strengths and overcome their limitations. Ideas for extending CID are offered.;The literature indicates that involving consumers in developing products and services can help address these problems. After reviewing theory and practice of involving consumers (end-users) and customers (those purchasing products or services) in developing products, services, and systems, this Project Demonstrating Excellence (PDE) concentrates on one method for involving consumers and customers, consumer idealized design (CID). The PDE reviews previous applications of CID in five industries (software, clothes retailing, health care, roofing, and service stations). The PDE also compares CID with other consumer/market research approaches including focus groups, surveys, total quality, and the lead user method. |
