In an earlier study, the six phases of the economic product life cycle were complemented with a set of six qualitative 'product phases', which allows us to explain in what phases of the product life cycle qualities such as functionality, ergonomics, production technology, styling, as well as the service level and the ethical behaviour of a company are important. The six product phases are called: performance, optimisation, itemisation, segmentation, individualisation and awareness. In the original study, it was proposed that the product phases follow one after another. In a follow up study, it was concluded that the last three phases often exist simultaneously. In this paper, first the results of the follow up study are summarised. After that, the results will be presented of research into if and how master students of Industrial Design Engineering were able to use the theory to create starting points for new product development.