Sumários

Concept Generation, Selection and Testing

10 Fevereiro 2026, 11:00 • Gonçalo Nuno Alfredo Cardeal

  • Concept generation (internal + external search; brainstorming rules; sketching & quick models; create lots of alternatives)  

  • Structured concept generation process (decompose problem → research → explore systematically with trees/tables; avoid “only 1–2 ideas”)  

  • Concept selection methods (from intuition/multivoting to screening & scoring matrices; combine/improve concepts)  

  • Concept screening workflow (selection matrix with a reference concept; rate +/0/–; rank; reflect)  

  • Concept testing (7-step survey method; purchase intent questions; basic sales forecast logic)  

Group Assignment

9 Fevereiro 2026, 09:30 • Gonçalo Nuno Alfredo Cardeal

Group work focused on:

- Opportunity identification;
- Customer needs assessment (interview design and interpretation);

Product Specifications

9 Fevereiro 2026, 08:00 • Gonçalo Nuno Alfredo Cardeal

  • What specs are (and why they matter): customer needs → measurable metrics + values (incl. regulatory requirements)  

  • When to set specs: target specs early (after needs) + final/refined specs after concept selection, feasibility, tests, and trade-offs  

  • How to build target specs: needs/metrics matrix → benchmarking → ideal vs marginal values → reflect  

  • Benchmarking + trade-offs: verify competitor data; use technical + cost models to refine and negotiate conflicts between metrics  

  • QFD / House of Quality: link WHAT customers want to HOW NPD delivers, visualize relationships and interactions (“roof”)  

Customer Needs

4 Fevereiro 2026, 11:00 • Gonçalo Nuno Alfredo Cardeal

  • Why customer needs matter (needs analysis kicks off the NPD process; tech view + customer view)  

  • Types of needs (explicit vs unfulfilled vs latent; lead/extreme users vs mainstream)  

  • How to find needs (scope/mission → interviews/focus groups/observation → interpret raw data)  

  • How to structure needs (turn data into need statements; organize hierarchy; remove redundancies; label groups)  

  • Prioritization + wrap-up (importance via surveys/quantified needs; reflect + caveats; link to the team assignment)  

Opportunity Identification

3 Fevereiro 2026, 11:00 • Gonçalo Nuno Alfredo Cardeal

  • Where opportunities come from (passion, capabilities, customers, trends, lead users, “imitate but better”)  

  • Types of opportunities + “opportunity tournament” (generate many, then narrow down)  

  • Opportunity Identification Process (steps) (charter → generate/sense → screen → develop → select → reflect)  

  • How to evaluate opportunities (desirable / feasible / viable)  

  • RWW test (Is it real? Is it worth it? Can we win?) + quick scoring/template