Customer Insight-led Nutraceutical’s Product Innovation Development

The customer insight-led nutraceutical product innovation development explained the innovative product planning of nutraceutical delivery system to improve the growth performance of broilers in response to the antibiotics banning policy incurred in the local and global livestock production system. As a result, the chicken meat quality has decreased due to pathogenic bacterial contamination even with the use of antibiotics alternatives. This model establishes the product standardization and traceable quality control process for farmers. The study is performed using mixed methods. Qualitative method was used to find the farmers’ demands and the product standard, followed by quantitative research method to develop and conclude the findings regarding the acceptance of the technology and product performance. The product planning and development began by distinguishing the Voice of Customer to identify the product identities and main features through Quality Function Deployment (QFD) method. The product planning results obtained were further developed into product and proceeded with the product testing process. The development process performed in this study is based on three main structures: Cost, Return on Investment (ROI), and Regulation Standards and Performance. We adopted the network development over the linear method to maximize the analysis efficiency. The customers’ insight suggested combination of nutraceuticals including medium and short chain fatty acid, oregano essential oil, and sweet basil essential oils with Nanostructure Lipid Carriers (NLC) delivering technology. The aim was to improve the chemical and pharmaceutical components by changing the structure of active ingredients into nanoparticles to be released at target location with appropriate concentrations.