Customer integration in early stages of the innovation process : selecting the right method of customer integration to minimize potential IP loss

Abstract

Abstract The goal of this master's thesis is to find a suitable method of customer integration for the early stage of a new product development project executed by KABA AG and its partner, ETH Zurich. The scope is to obtain feedback on technical solutions and concepts within a business environment where patents and IP protection play a major role in order to run the firm-s business model. Therefore, key parameters are collected and evaluated in the context of the actual project according to the relevant literature. Parameters such as the right point of time for customer integration during the new product development processes are observed more closely. After reflecting on the roots and the classification of customer integration in the literature, the possible methods of customer integration are clarified, discussed and assessed in behalf of the selected and weighted parameters. Methods such as customer surveys, both face-to-face and via the internet, as well as concept testing with prototypes in different set-ups are explained. Further, a newer approach of customer integration called "Experience Prototyping" is described. The overall assessment of the different methods of customer integration is explained shortly and the relevance of the chosen method "Experience Prototyping" to the project is evaluated.