The present invention describes a device based on hardware and software that allows: entering, processing, storing, recovering and controlling data by itself while these are transmitted and interacting with other equipment by means of a computer. The device is the technological resource of support of the method for the development of innovation of products and services based on value (DIPSV), which profiles the attributes and needs perceived by the consumer at a product level, which calculates the price-value ratio, the retention cost of the consumer and the diffusion of the product innovation. As a result, the enough quantitative and qualitative information about the characteristics of the target product-service to innovate (TPStI) is obtained, as well as the market position of the products according to their price-value ratio, the retention cost of the consumer, the estimated amount of the market buying the product and adopting the same as an innovation in different times, and graph ics of the aforementioned characteristics, amongst others, thus being a support for marketing specialists, product developers for obtaining the final design of the product, as well as for the firm's senior management, strategic planning and decision-making in the introduction of innovative products in the market.
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