Identificação das necessidades do consumidor no processo de desenvolvimento de produtos: uma proposta de inovação ilustrada para o segmento automotivo

Abstract Among the winning strategies in today’s competitive environment innovation, one emerges as of the most successful - the ability to identify and measure customers’ needs, which is perhaps the greatest challenge for designers. In this context, this paper suggests a proposal aiming to help identify customers’ needs and transform them into requirements and quality characteristics to support decision making in the phase of product development. In order to test this proposal, a scenario has been created and the degree of meeting the needs of a particular user when purchasing a vehicle for private use has been evaluated. This paper presents a case study of primary non-obstructive sources of information, qualitative and quantitative variables, and a constructivist view of knowledge. The proposed procedure allowed the designer to identify and measure the quality characteristics and requirements of the needs perceived by the customers. Keywords Design. Customer requisites. MCDA-C. Performance measurement. Decision.