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There is a growing interest and trend in new product development (NPD) from food waste. However, most qualitative approaches rarely use the lean entrepreneur concept in the context of new product development (NPD), which allows for understanding customer insight rather than the traditional qualitative approach. Therefore, this study aims to (1) explore the swine farmer behaviors, desired outcomes, and pain points in using swine feedstuffs, (2) select three representative segments and identify high-value customers of swine feeds, and (3) develop a sustainable swine feed prototype from the fermented fish industrial residues. The target users, 24 pig farmers from 11 provinces across the Northeastern Region of Thailand, were recruited to participate in this research. Qualitative in-depth semi-structured interviews and thematic analysis were conducted to analyze their behaviors, desired outcomes, and pain points towards pig feed usages. The framework was combined with in-depth qualitative interviews and the customer, problem, and solution zoom tools. The results revealed that household farmers were the target customer segment of swine feed made from fermented fish industrial wastes. In addition, the findings showed that the household farmers typically fed their pigs with instant feeds and alternative feeds. Moreover, their desired outcomes were the pellet feed with nutrients. Furthermore, the pain points of the household farmers were the expensive cost of feeds and mold in feeds. Therefore, this segment needs to minimize the cost of feeds by using other sustainable alternatives.

Ideating A Sustainable Swine Feed Prototype: A Qualitative Approach in Farmers’ Pain Point Identification and Product Development