[Information] Marketing for New Business and Technology Development

The Importance of Hypothesis Testing Loops for Understanding "Future Customer Needs" in New Development - Capturing Market Needs with the "MVP Approach"

In manufacturing research and development, it is necessary to have a dual perspective: 1) customer needs that are visible as an extension of technology seeds, and 2) the development of technology seeds calculated backward from future customer needs. However, grasping customer needs and developing new products is not easy. As a result, many companies face challenges in commercializing their research and development due to difficulties in profitability judgments stemming from a lack of understanding of customer needs, which hinders investment. Additionally, development is being conducted blindly without the "voice of the customer," which should ideally guide development, leading to inefficiencies and causing labor shortages and excessive overtime in the field. As a solution, the MVP (Minimum Viable Product) approach is gaining attention. By creating a minimally viable prototype and repeatedly improving it based on user feedback, it is possible to achieve development that is "connected to the customer." This can increase the success rate of new development and reduce development costs and time. [Materials for those in this direction] - Individuals involved in manufacturing research and development - Those engaged in planning for new business and product development - Those involved in product marketing in new business and product development

Technical and Reference Books