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Design and Innovation is a twin words which are most discussed when it comes to creativity in highly competitive markets. Nevertheless, the specific contribution of design and designers in the context of product innovation is insufficiently understood and explored. Mostly, innovation is meant to be the achievement of science and technology, while design as the last element in this chain has the task to introduce the scientific and technological innovation into the life-world of the user. The list of needs include hidden needs, needs that customers may not be aware of or problems they simply accept without question, as well as explicit needs, or needs that will most likely be reported by potential purchasers. Researchers develop the necessary information on which to base the performance, size, weight, service life, and other specifications of the product. Customer needs and product specifications are organized into a hierarchical list with a comparative rating value given to each need and specification. Keywords: Design, Innovation, Technology, Creative design, Product innovation, Customer.
