Engineering Commons^™

An Investigation On Fast And Frugal Model For New Project Screening, Antonie J. Jetter, Fatima M. Albar

Engineering and Technology Management Faculty Publications and Presentations

Research in psychology is increasingly interested in decision-makers' use of heuristics or rules of thumb because they have accuracies close to more complex decision rules and seem particularly useful in difficult decision-making contexts when uncertainty is high and speed is of the essence. One particularly difficult decision setting is the fuzzy front-end of new product development because a large number of product ideas need to be screened to identify the few that should be developed further. This process is currently poorly supported through decision tools and mainly occurs on the basis of managerial “gut-feel”. This study explores managerial “gut-feel” by …