Coupling of customer preferences and production cost information

It is pointed out that product development is tricky, as shown by the high nonsuccess rate. A higher rate of success is potentially very rewarding. Success also depends on profitable manufacturing. Attribute level information from market and from production should give an optimal solution. The problem is to find market data (preference, intention; individual, group decision making) and to find cost data. A method for this is described, with an application in a manufacturing company. The find market data is short-circuited by step-wise aggregation of individual to group judgments, and the cost data problem is short-circuited by using difference costs and a kind of Delphi approach. The method has proven its value and been used to successfully delineate an ambitious redevelopment program for steam turbines