Using the analytic hierarchy process to support teams in defining new product objectives

Defining new product objectives is a critical problem solving activity to new product success. The analytic hierarchy process appears to be an adequate technique for multi-criteria decision analysis to support the definition of new product objectives. To illustrate this support, we applied this technique to a project focused on the development of a liver perfusion system to preserve donor livers. It quantitatively supported discussions between technological developers and clinical practitioners focused on the product requirements and the pursued performance of the liver perfusion system relative to an envisaged competitor. The discussions significantly reduced disagreements about the new product objectives between the group members. They resulted in a quantitative overview of the importance of the product requirements and the relative performance of the alternatives with regard to these requirements. Furthermore, research activities necessary to fulfil these objectives were discerned. The group members were committed to these outcomes. This application shows the value of introducing the AHP as a means to steer new products to solve problems to a higher extent than competing products do.