The Twenty Toughest Questions for New Product Proposals

Abstract

Proposes 20 key areas of questioning to which each new product proposition should be subjected by the product champion. Classifies the questions into six categories: concept/product, company, consumers, customers, competition, and clarifications. Concludes that use of the approach has the benefits of both increasing the understanding of risks, and of optimization opportunities prior to resource commitment.

Citation

Constantineau, L.A. (1992), "The Twenty Toughest Questions for New Product Proposals", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 51-53. https://doi.org/10.1108/07363769210037015