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Presents an introduction to methods for understanding user needs in product development. Describes a number of techniques including the use of focus groups, interviews, questionnaires, the Kano method, Lead User analysis, the Product Value matrix, OFD, etc. Provides a "how to" for product developers, and includes theory as well as examples from practice.

Provides a selection of methodologies for the investigation of user needs, concept development, and product design.

Microsoft Corp. has built a highly successful business around computer software (both applications and system software) using a particular organizational structure. Now that the company has chosen to enter the consumer market with a CD-ROM product, how should Microsoft alter its product development process (if at all) for this new product?

Microsoft is about to release an apparently successful CD-ROM baseball product. The company is trying to determine what product(s) should be developed next, how it should organize itself, and what role it should play in the development of such products.

Provides background on the assessment center used by AT&T to assess managerial potential for upper middle management. Contains assessment reports for two candidates. Raises questions about manpower training and development. Students may be asked which of the candidates has managerial potential and why, and what specific development plans can be suggested.

Supplements the (A) case.

Supplements the (A) case.