Case Study: Building the Better Mouse - Product Development Analysis

This case study examines the process of developing a new mouse design, starting with a brainstorming session that generated 28 ideas. The assignment emphasizes the importance of customer feedback and market analysis in product development, highlighting the need to gather opinions from potential customers through surveys to validate the technical feasibility and market acceptance of the new product ideas. The study also discusses the potential risks of launching a product without sufficient customer input and stresses the significance of the ideation phase in ensuring the success of the product development process. References to relevant literature like Poetz & Schreier (2012), Shocker & Srinivasan (1974), and Ulrich (2003) are included to support the analysis of the case.

Running Head: BUILDING THE BETTER MOUSE
Building the better Mouse
Case Assessment
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BUILDING THE BETTER MOUSE 1
The case is concerned with a group brainstorming over the idea to create a new design for the
mouse to be used in the next generation personal computers. By the end of the meeting, the
group came up with around 28 ideas for the product. The ideas were distributed among the
members by the head for the further assessment based on the technical feasibility and
manufacturing costs. The team has been given six month for developing the prototype of the
product and three months for the production.
The current situation shows that the company is in need of immediate product launch which
can be the result of various reasons such as the need to remain in the competition as the
technology market changes rapidly and constant innovation is road to success, building
market reputation, attracting customers, and others. Also, more the company stay abreast of
innovation, it is likely that it will have strong customer base.
The need of the new product design can be fulfilled by two possible methods, one is the
brainstorming of the ideas and another is the customer survey. The team has just conducted
brainstorming which resulted in 28 ideas. From these ideas, the team can identify the most
suitable ones and place them on the survey and distribute them to potential customers through
online medium (Shocker & Srinivasan, 1974). This will give them concrete understanding on
whether the ideas that are considered technically feasible and under budget are liked by the
customers.
Moreover, this process will likely to reduce the risks related to the product development. If
the product is taken further for the production without input from the customers then it is
possible that the result will be a failed product launch (Ulrich, 2003). The company will
unlikely achieve its objectives at all. The conception of right idea is necessary for the further
process. The ideation phase is fundamental and most important stage of any product

BUILDING THE BETTER MOUSE 2
development. Therefore, if this phase does not kick off well, then whole product development
process is doomed. This is why, caring at this stage and for this situation is necessary.
Considering the overall case, it can be stated that despite being the deadline very short for the
product prototyping and production, the product can be developed if the current phase of
product development is considered right. The team has appropriately conducted the
brainstorming session and the next suggested phase is the opinion gathering from the
intended customers which should continue throughout the product prototyping stage. The
reason is that there is the possibility of further development in the process which might not be
thought of in the beginning.

BUILDING THE BETTER MOUSE 3
References
Poetz, M. K., & Schreier, M. (2012). The value of crowdsourcing: can users really compete
with professionals in generating new product ideas?. Journal of Product Innovation
Management, 29(2), 245-256.
Shocker, A. D., & Srinivasan, V. (1974). A consumer-based methodology for the
identification of new product ideas. Management Science, 20(6), 921-937.
Ulrich, K. T. (2003). Product design and development. Tata McGraw-Hill Education.