A SWOT analysis is primarily used in which stage of the new-product development process?

A SWOT analysis is primarily utilized during the screening stage of the new-product development process. This analytical tool helps businesses evaluate the Strengths, Weaknesses, Opportunities, and Threats associated with potential product ideas after they have been generated.

During the screening phase, companies sift through various ideas to determine which ones are feasible and worth pursuing further. The SWOT analysis allows decision-makers to understand the internal and external factors that might impact a product's success. By examining strengths and weaknesses, teams can gauge their current capabilities and any limitations they need to address. By assessing opportunities and threats, they can identify market conditions that could favor or hinder the product’s potential. This comprehensive evaluation serves as a critical decision-making framework that informs which ideas should advance to concept development and further stages.

This distinctive role in the process differentiates the screening stage from other stages, where the focus may be more on creativity, detailed design, or market launch preparations.