Once a new product idea has been generated it needs to be further developed and tested This includes an initial design of the product which is conducted by R&D along with a detailed analysis of the market and the customers requirements which is conducted by marketing .
Businesses today recognize the need to involve their customers in all aspects of the design production and delivery of the goods and services that they offer. In the past. this was often not the case. However with the trend toward increased competition companies who do not listen to their customers on a continuous basis will find them taking their business
to firms who will listen. While there are many approaches for obtaining information from customers such as surveys and focus groups we present one that links directly to the processes that produce these goods and services.