who has written anything related to establishing a customer focussed product development process for in pharma/biotech?
Using cross-functional teams, the group explores customer needs through direct customer studies to figure out what is importaint to them. Not just what they say, but what they are observed doing. It pushes the team to identify unspoken needs. QFD also separates measurable statements, and solutions to problems and tries to releate them back to the psychological needs of the customer. It also relates to competitive products and their ability to satisfy customer needs. Another function identifies competitive needs- ones that compete for development resources while making it difficult to achieve others. This is all done in a matrix that scores measurables in their ability to meet basic needs, and against market requirements The matrix becomes the team’s display of what they have learned, and in some cases training for the development team that follows them. The best end use for what is learned in the process is a decision tool to evaluate ideas that are developed during the process. There
