The concept that is being developed in the “Concept development” activity needs to be evaluated repeatedly to assess whether it truly addresses the needs of the customers stated during the “Problem Definition” phase. There are two types of evaluations possible, qualitative and quantitative :

  • Qualitative evaluation techniques: these techniques are used to gather rich feedback from a relatively small number of participants in order to gain a better understanding of the reaction of the users to the new concept. Often used techniques are unstructured or semi-structured individual or group interviews, direct observation, and case studies (Trochim, 2006). Important to keep in mind is that the findings of qualitative research are of an exploratory nature. They cannot be used to generalize to a larger population.
  • Quantitative evaluation techniques: with quantitative evaluation techniques we try to extrapolate findings of a sample of users to the larger population of users that we envision for our product. Often used techniques are structured online or telephone questionnaires or larger scale experiments.


As attractive as an idea might sound or a concept might look, the feasibility should continuously be monitored. This is described in the feasibility assessment sub theme.



Case Study : 

Direct Observation : 
Large Scale Experiments : 
Questionnaires : 



Trochim, W. M. (2006, 10 20). The Qualitative Debate. Opgeroepen op 10 15, 2014, van Social Research Methods:


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