Systems approach to knowledge development for creating new products and services

Abstract Innovative products and services were created using a combination of consumer‐idealized design (CID) and market research. CID played a significant role by providing out‐of‐box thinking, with new design concepts and ideas. Stakeholder participation and input from the first CID session and the application of field research helped with developing knowledge and understanding regarding stakeholder needs and desires. This in turn provided guidelines to perfect concepts and more advantageously to position and promote new product and service offerings. In addition, an effective validation and feedback system for the product and service designs were created using CID participants for the second time in tandem with focus groups, individual in‐depth interviews and test marketing. Copyright © 2001 John Wiley & Sons, Ltd.