" Above all else, new product development must be customer centered. When looking for and developing new products, companies often rely too heavily on technical research in their R&D labs."(Kotler, Marketing An Introduction, ch. 8 pg. 242) When designing the cook book Eating With Your Face, Cooking With Your Sole we focused strictily on what the consumer wanted in the book. As far as what they most commonly wanted to cook. Also we asked them (customers) specific detailed questions to help in the product development of the current cook book and future additions to the series. Since we didnt focus or rely to much on research and development labs we were able to get a more accurate and specific understanding of different ideas from the customers.