The initial phase of concept generation includes the identification of a problem or unmet customer need. Depending on the complexity of the problem, it can be broken into subgroups. The next phase includes trying to solve the problem, and this can be done by a variety of methods including: brainstorming, observing extreme users, ethnographic research, etc. This is also an excellent time to start to introduce prototypes into the new product development process. Prototyping is an excellent method to generate bits of proof early in the new product development process.
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