Figure 2.2 illustrates the evaluation tasks encountered in the new products process. As shown, different kinds of questions need to be a after different phases. For example, once concepts are generated, each is subject to an initial review Is it any good, and is worth refining? At the concept evaluation phase, careful screening is required, as concepts that pass this phase move on to development and begin incurring significant costs. In development, relevant questions are"Are we done and not, should we continue to try?" These questions are best answered through progress reports. Finally, at launch, the main questions concern whether the product should be launched, and later, how well it has done relative to expectation. We pick up discussion of Figure 2.2 later, in Chapter 8, when we go more in depth into which evaluation techniques are the most useful at each point in the new products process. You may have noticed by now that the new products process