Abstract
Identification of innovative products is at the very front end of Innovation Value Chain. Identifying the right products is much more influential than doing the product right. So far, great majority of businesses do not have a sound systematic process of identifying innovative products and relies mostly on the survey types of tools and brainstorming-like random processes to identify products of customer needs. This research attempted to orgnize a systematic procedure with structured forms and steps to identify opportunities of innovative products, analize against major business criteria and concludes with a set of clear high-level definitions of key features of the selected innovative product(s). The output of this process will then be fed to R&D department to design the product thus defined.The set of procedure and tools proposed is conducive to identifying products that customer normally do not expect but will be surprisingly delighted if the product becomes availble. This study linked tools such as Problem Hierarchy Analysis, Ideal Final Result, 9/12 Windows, Ideal Final Attributes, Voice of Customer, Omega Life View, Scenario Analysis, and Pugh Matrix, etc. into a 3-stage Innovation Product Identification, Analysis, and Definition Process. The proposed structured Procedure can not only used to identify innovative products but also services.