Iteration-based Performance Measurement in the Fuzzy Front End of PDPs

Iterations are an inherent phenomenon in product development processes (PDPs), especially in its fuzzy front end (FFE), and a crucial concept in coached ideation workshops. Small- and Medium-sized Enterprises (SMEs) perceive such workshops as promising means for developing new products and enhancing their innovation capability. This raises the research questions of (1) “how to measure the performance of PDPs in its FFE?” and (2) “Which role do iterations play for the performance measurement of PDPs in its FFE?” Based on expert-interviews after each iteration in 14 workshops, we compare the approaches of (1) statement coding and (2) direct ratings according to a reflection guideline. By correlating the data with the workshop outcome, we identify the guideline as powerful means for quantifying the PDP performance in its FFE.