AbstractR&D departments often develop products, processes or ideas which they consider might have potential as new products. Such products may have arisen as a result of fundamental research or as a by‐product of research into specific problems rather than as solutions to needs already identified in the market place.This paper discusses the problems involved in identifying and assessing the needs for product ideas originating within R&D. It indicates the need for understanding and co‐operation between R&D and marketing departments in this particular form of new product developm