Conversion technologies into commercially successful products of the process is fraught with risk and uncertainty, and increasing pressure on time to market compounds the difficulties. This note first describes a study conducted by Hewlett-Packard, to improve their product development process to illustrate the increasing focus of companies posting on understanding the needs of users. Various situations, technology commercialization and the concept of empathy proposed design is presented as a powerful mechanism to anticipate the needs of consumers, especially in moderate technical and market uncertainty. Researchers often find the traditional methods of marketing research is incompatible with the creative understanding of user needs. That is, in many cases, customers can not apply for a new product (or new feature), because they do not know that it's possible technologically. "Hide
by Dorothy Leonard-Barton, Edith Wilson, John Doyle, 28 pages. Publication Date: June 14, 1994. Prod. #: 694102-PDF-ENG
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