Strategic Product Development

The aim of Strategic Product Development is to find a new direction for an existing or future product - in terms of users, new functions or new versions of a product. The product strategy can be developed from the perspective of the users, the experts or the client.

Part of developing a product strategy is to gather, evaluate and prioritize trends and ideas on the market, and to develop visions. Various methods are used, e.g. qualitative (expert) interviews, focus group discussions or co-creation. Benchmarking, or the analysis of competitors, can also play a role. Additionally, new ideas can be generated in workshops together with the client using various creativity techniques.

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Depending on the objective of the project, the resulting product strategy can involve a vision of the future product, concrete and prioritized product ideas and functions, detailed SWOT analyses and/or comparisons of the client’s positioning in relation to direct competitors. Having a clear goal in mind is a major advantage for early strategic planning and ensures the efficient implementation of new ideas.