The Twenty Toughest Questions for New Product Proposals
Larry A. Constantineau · Journal of Consumer Marketing · 1992
Proposes 20 key areas of questioning to which each new product proposition should be subjected by the product champion. Classifies the questions into six categories: concept/product, company, consumers, customers, competition, and clarifications. Concludes that use of the approach has the benefits of both increasing the understanding of risks, and of optimization opportunities prior to resource commitment.