How to use Improvement Gap Analysis to identify which incremental innovations should be incorporated into products: Managerial recommendations

This paper aims to show how the Improvement Gap Analysis method (IGA) evaluates the possible impact of incremental innovations on customer satisfaction, and to give guidelines about applying this technique in practice. Customers of two different products that are used at home answered questions about their current satisfaction, expected satisfaction, and expected dissatisfaction, with attributes for each product. The results show that IGA can suggest which incremental innovations could be offered in final products, and which ones may not.