4 Product Definition The present chapter aims to provide a proper explanation about the selection of the target market and the methods on which relies the creative process to define the products. For this purpose, the team developed the so-called Target Path Diagram Tool (TPD) during the market analysis process. The TPD aids in the identification of two segments, which were chosen as possible target niches for Mucona: PreK-12 and Consumer segment. 4.1 Creativity Methods For the present task, numerous methods were used to stimulate creativity. The groups applied them to explore and evaluate possible solutions for the target market expectations. It is important to stress that these tools were employed in a systemic way to approach the present …show more content…
For this task, the team started to use the Quality Function Deployment (QFD) method to start defining the new product, the qualities and functions that it should have to be successful in the market. It is important to mention that the main objective of the QFD tool is to assure quality and customer’s satisfaction in the development of new products, using the client’s feedback as a source of information, market data, benchmarking studies and inner organization knowledge. With the questions showed in Figure 5, the group decided to make a brainstorm about the identification of the possible customers, the most important requirements and specifications to fulfill client’s expectations, and also about the technology needed to develop the product. However, to make a reasonable and accurate decision, another market research was required to go deeper into the different types of games, customers and technologies available inside the GBL …show more content…
The objective and scope of the project was not to determine the specific simulation that Mucona should develop (for example, a business simulation game for MBA students), but to draw the path they should follow in a more general aspect (for instance, develop a mobile knowledge based game for kids under 12 year-old). Although the QFD’s structure was very efficient to design the basis of the new product, there was a lack of information, which is required for the proper use of this tool (customer’s information, benchmarking studies and inner organization knowledge). So, the team decided to merge the QFD’s diagram with the benchmarking method in order to develop a new tool that could help to define and draw the path of the most suitable product for Mucona to develop. This tool was called Target Path Diagram (TPD). 4.1.2