Designers often create their own design with intuition or informed hunch or sometimes they go through a series of design processes. However, making meaning out of the data and producing creative results is called a black-box.
In addition, the era of 4th industrial revolution, the development of new products that have been creative through these processes has become a key factor of success for companies or individuals. However, the analysis phase in design which is also referred to black-box is limited by the use of accustomed analysis tools and there is relatively less studies on these phases.

Therefore, I analyzed the characteristics of the analysis phase in design, technology and marketing which is important for design innovation, through literature review and case analysis. Especially 86 case studies in Korea related to the development of new products were conducted, and discover the key analytical methods for the analysis stage in the design field. As a result, three analysis methods: image analysis, observation analysis and benchmarking were obtained for analysis phase in design field. Also, structural analysis formation was used in four ways: clustering, flow diagram, matrix, and positioning.

In addition, it is important to note that the study on analysis phase not only in the design field but also technology and marketing field prior to the concept development in new product development for guidelines as efficient analysis phase.