The fuzziness of the fuzzy front end: the influence of non-technical factors

The Fuzzy Front End (FFE) can be considered the most challenging part of the innovation process where large opportunities are to be found for an organization. Because of the inherently creative and non-routine characteristics of the FFE, only a small number of formal techniques are available to support the FFE, mainly based on design theory. These techniques (e.g. roadmapping, technological trend analysis, task clarification) focus to a large extent on functional (especially technical) aspects of the new product or service to be developed. There have been only few attempts to integrate non-technical aspects in these techniques, see for example the Quality Function Deployment method. The last decade new non-functional concepts have been developed showing potential to improve the quality of new product specifications. This study will focus on the usefulness of applying the concepts of organizational value and corporate identity in FFE management techniques. A large sample empirical research project has been conducted where the relative importance of functional versus non-functional product attributes with respect to consumer buying decision-making has been investigated. The survey was held among customers (n=685) of a large Dutch organization characterized mainly by its divers product assortment and large customer-base. It was found that factors related to the organizational value dimension of corporate identity were far more effective on consumer buying decisions than functional product related factors. The conclusion therefore should be that the FFE is even more fuzzy than might have been expected beforehand. Effective product development techniques in the FFE should incorporate "soft" factors, at least aspects of corporate identity.