During which stage of new product development is the feasibility of a concept assessed?

The stage of product screening is critical in the new product development process as it focuses on evaluating the feasibility and potential market success of product ideas generated in earlier stages. This involves assessing various factors such as technical viability, market demand, competition, and profitability. During product screening, ideas are filtered to determine which concepts warrant further development based on established criteria, thus ensuring that only the most promising ideas proceed to the next stages of development.

In contrast, the idea generation stage centers on brainstorming and collecting a wide range of potential product concepts without assessing their feasibility. Market testing then follows after prototypes have been developed and initially refined, where the focus shifts to evaluating customer responses and market performance. The development of a prototype involves creating a working model of the product to test its design and functionality, but does not primarily address feasibility in the broader sense as done during the product screening phase.