Product conceptualisation and visualisation

The purpose of product conceptualisation is to open up new product opportunities. Product conceptualisation involves looking for an answer to the question “What kind of product should the company be offering, given the nature of, for instance, new markets, user needs or technological opportunities”. Backing up this conceptualisation process there will usually be user and market research, technology reports and trend analysis. From product conceptualisation the transition can be made to the actual product development stage guiding production.

Product visualisation is a form of product conceptualisation that looks further into the future. It involves detachment from the current requirements of the company’s different activities (production, product development, marketing), and, with the aid of product visions, an attempt to identify in concrete terms the nature of the company, the products and the operating environment in the future. Product visualisation can help a company prepare for changes in its operating environment. It can also act as a tool for strategic decision-making, for disseminating information within a company and for use in marketing. The time span for product visualisation typically extends to 5-15 years ahead.

Research at MUOVA on the themes of product conceptualisation and visualisation:

• Wave (2009-2010) Visualisation of boat industry products and services
• Desme (2007-2008)Using industrial design to change consumer behaviour in energy use
• ProVision (2005) Product visualisation as a learning tool for SMEs
• M2 (2002-2003) Market-driven design in SMEs

Themes