The Fuzzy Front End in Product Innovation Development: The Study of Idea Generation on Thai Functional Food for the Elderly

摘要

After a review on the literature of new product development model and fuzzy front end, the framework for development of rice functional food for elderly was set. This paper introduces the model of idea generation concept on Thai function food market for the elderly by conducting thequantitative with the in-depth interview and observation techniques, and the qualitative research with marketing survey techniques on consuming behaviors and customer needs. Consequently, the result from the researches will give an idea for new rice functional food for elderly. Finally, thenext step will include qualitative research to find the concept definition that fits the wants and the needs of the elderly.