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In focus group data collection, physical rapid prototypes help to generate constructive customer feedback that would not necessarily arise from renderings, writing and video. Industrial design, product design, concept design and product styling applications can all use the rapid prototyping service bureaus, or in-house technology to communicate and test their ideas.
There are even rapid prototype technologies available now that generate full color physical models directly. Whether for internal use, or to communicate between organizations, nothing captures design intent more than a physical model. The effectiveness of physical models can lead to earlier consensus, and potentially reduce design development time and cost.
Renderings of products, buildings and other projects used to be exclusively undertaken by specialist illustrators and drafters. Today the task of photo-realistic rendering can still be done by specialists, however much of the technology is simple enough for basic rendering within the CAD package.

In most cases product development managers need to choose the visualization and communication aides that best work for their project. The right mix is usually a combination of what is available.