AcademicArticleSCO_84968779633

abstract

• © 2015 IEEE. This paper introduces an innovative customer-centric new product development approach and toolkit that combines first-rate scientific research with proven field tests results in academic and consulting projects for its development. The approach and tools suggested will help entrepreneurs and innovators to focus on the 'voice of the customer' when developing new products or services, as well as to discover new customer's insights to engineer added-value features.