ABSTRACT
In recent studies in the field of design engineering, it has been observed that many companies realise that their success and survival depends on continued innovation (Veryzer, 1998; Song et al, 1998; Kotler, 1991). In ‘traditional’ (or non-innovative) product development, it is assumed that researchers (market researchers, ergonomists et.al.) can obtain information from consumers in such a way that this information can be used to define specifications for the development of product functionalities. Well-known methods, such as Quality Function Deployment (Griffin and Hauser, 1993) or Need/Problem Identification (Kotler, 2000), are based on this premise. However, when this innovation refers to discontinuous innovation a problem arises. Here, discontinuous innovation refers to product concepts that are entirely new, that incorporate new technologies and functionalities, are aimed at new markets and, as a result, “…involve dramatic leaps in terms of customer familiarity and use” (Veryzer, 1998, p.137). As O’Conner states (1998, p.151): “In all likelihood, customers will not be able to describe their requirements for a product that opens up entirely new markets and applications.”
