The Role of R&D in Product Development


In my experience spanning from the 70s to today, I have learned a lot about the product development cycle. I am an engineer (Optics, optical and detection systems, not audio but applicable).

So what is the role of the engineer? It is to create to the best of it's ability a product that meets the requirements that have been agreed upon. Marketing weighs in with what their research says the customer base needs and is willing to pay for. Sales inputs what they can honestly pitch. QA and service provide input on what types of components can and cannot be used. Maufacturing responds with what can be built in time within budget. R&D inputs that given all these requirements, we can or cannot build a prototype that will meet the objectives. many discussions are held. Compromises are made.

Finally, agreement. R&D has promised that it can deliver a working prototype that meets the quantitative objectives agreed on.

We've all seen the cartoon about what can go wrong when product development goes awry. I'm speaking about the cases when it is done right.

Henceforward during the development phase, R&D determines how to meet the requirements agreed on. These are real, measurable requirements. During this process, many, many reviews take place to keep the development process on track to meet the requirements (and deadline, of course). R&D's goal is to meet these requirements, not to develop what it thinks the customer wants. It is thinking about the approach(es) that meet the requirements as agreed upon.

At any time, this process can be altered. New info from marketing, etc. The development process responds. More development and discussions ensue to change direction to align with the new requirement(s). This goes on until a working prototype is demonstrated to meet the requirements or until the project is abandoned (many reasons for this).

R&D is now gone. Manufacturing takes over. R&D takes on a new product development process.

Product development engineers do not choose this or that type of component (say capacitors or tube brand) unless agreed on with marketing (who may say that the product can't be sold unless it has XXX component). They choose a component that meets the requirements and does not break the budget, is available readily now and in the future, and that has published, technically believable performance specs, and has a manufacturer that has an excellent track record of delivering products to spec, on time, on budget.

Manufacturing takes over and immediately works on cost-cutting. They make recommendations, build prototypes, test performance that show the product still meets the requirements while being less expensive to make. R&D can weigh in here if it feels a mistake has been made, but it is manufacturing that must make the final decision. R&D is out of that decision making process. Of course, if some disaster in manufacturing takes place, it is all hands on deck to solve the problem.

R&D works to build a product that meets the agreed on performance requirements. Period.

This works at small companies also. I've been the third employee in a company and employee number 10000+. Very similar approaches.

Products can be developed and sold without engineering or manufacturing. Everything in that process is outsourced. Since there is no input from other disciplines, this can lead to the development of products that were designed to break one or more of the laws of Physics. The R&D folk in that company (if employed) will never agree with this. 

Oppo is an example that (for a while) outsourced everything but marketing and purchasing. They had a small staff of technical advisors who did an excellent job of creating well-thought, inexpensive, highly performing products. I have been in their facility when HQ was in Mountain View, CA. Front room - people on the phone; back room - stacks of product and a loading dock. That's it. I bought every generation of their audio products. Very excellent all-in-one digital players.

One approach is to find some "expert" that is willing to say their product is blah, blah good. Usually money or prestige (power) is involved. This is not product development. This does not always lead to a reliable, in spec, cost effective product. 

I suspect that Audio Research, Technics, Mark Levinson (at least at the beginning) and other well known product maufacturers that have survived the test of time market, develop, sell and support their products in this manner.

kevemaher

With all respect to those who have written so eloquently, most high end audio manufacturers are remarkably small companies.  Many with less than ten employees, including the owner.  So, no "departments".  Everybody does everything from answering the phone, assembly to shipping.  It's the owner who does the new product development and marketing.

@kevemaher 

Seemingly like everyone else, the hidden message in your first post went right over my head.

Now that it’s been clarified, I disagree with it. Equating "snake oil" products with shoddy engineering does not seem to reflect reality.

Products having absolutely no bearing on sound quality despite the false promises and flat-out lies oozing from their marketing materials can nonetheless be beautifully made; whether they actually do anything of value besides their primary purpose of separating credulous audiophiles from their Social Security checks is besides the point.

For some unfathomable reason you bring up Paul McGowan as a purveyor of snake oil; in reality, PS Audio is probably one of the audio companies most likely to adhere to the engineering best practices you enunciate in your first post. 

Under his kindly grandpa airs, Uncle Paul is a ruthless huckster, but we all know that. He is also a quasi-historic elder statesman in this industry. Think what you will of PS Audio products, they’ve been at the forefront of innovation on more than one occasion, and even when they’re familiar they still do what they’re supposed to do.

So... I don’t know. Interesting thread though :)

 

@devinplombier 

Thanks for the post. You eloquently describe the reason why I did not name names. I was asked by someone else's post. I mindlessly complied. I mentioned Mr. McGowan because I've seen his videos. They are creepy. I will not engage in any more targeted attack on anyone. I leaves me vulnerable to cherry picking, as I've seen.

I know nothing about the company. I've never owned nor even evaluated any of their product. they may make really good stuff for all I know.

Please look at the big picture here. You may disagree. That's fine, but picking a part of what I wrote and diving down on that is missing my point completely.

Please step back and look at the big picture.

@coppy777 

You are correct. I may have mentioned in this thread that I was employee #3 in a Silicon Valley startup in telecomm when that was hot. 

Yeah, we struggled and took on al lot of tasks. I built the lab, hired people, designed the optics, all the detection, the feedback loop for stability, performed rigorous testing and calibration and had a lot of input on packaging.

There was however, the understanding that as we grew, we would need to put in place teams from each discipline. It was understood that this (along with gobs of startup cash) was the way to grow and prosper.

Small boutique companies are exciting. One may be enticed by their offerings. Sometimes the ones who started the company want it to remain small. This can be a successful way to run a business if it is kept small. There is always the possibility that because many functions are done by one person, something important might be overlooked. The customer should be aware of this from the beginning.

As a hypothetical, imagine that you've developed a gizmo that you think people may value highly. I contend that it is difficult to remain unbiased when someone else in the company or the customer points out a problem or has some constructive criticism.The "Hey, I designed it so there can't be anything wrong with it" attitude. I've been there before myself.

(This last is from my direct experience with a boutique tonearm manufacturer. I purchased an arm from them. After installing the arm and using it and praising its quality, I wrote an email to the inventor indicating certain places where I thought improvements could be made. I heard nothing back. After I made several attempts to get through to him, I realized that he had probably blocked me.) He just couldn't cope with my constructive criticism. I still have the arm, but it sits in box now.

Multiple disciplines in an organization help to prevent this sort of bias affecting goods developed and sold. There are exceptions of course. These systems may break down. But there will always be consequences down the line.

One can accept all I've written and go out and buy that product from a small company despite my warnings.

The sole reason that I wrote this post is to raise the awareness of possible quality and performance problems with a product that comes from a company that does not have the input that different disciplines bring to product development and manufacturing. The old "caveat emptor".

Please step back and look at the big picture.

@kevemaher 

I’m happy to, but respectfully you didn’t paint it very well.

If there is a reverse correlation at all between snake-oilishness and rigorous product development standards, it is tenuous at best.

Further diluting your point, there are one-man shops out there with zero organizational standards that turn out great-sounding, beautiful, valuable gear.

If you wish to denounce the lies and misrepresentations abundant in some companies’ mendacious marketing materials that cynically assume all audiophiles are gullible imbeciles, I’m all in support :)