During the concept generation phase of the basic new products process, the goal of product evaluation is to:
A) chart out the PIC.
B) cull out the big/sure losers.
C) conduct protocol checks and prototype tests.
D) speculate sale in retrospect.

Question

Quizplus · Accepted Answer

The goal of product evaluation during concept generation is to eliminate any big/sure losers from the pool of potential ideas, allowing for a more manageable number of concepts to move onto the next phase of the process. Charting out the PIC (Product Innovation Charter) typically occurs earlier in the process and is used to define the scope and purpose of the new product development project. Conducting tests and checks on prototypes comes later in the process, once the concepts have been refined and developed into actual products. Speculating sales in retrospect is not an appropriate measure for evaluating product concepts during the concept generation phase.

During the Concept Generation Phase of the Basic New Products