Guest Editorial: Cognitive Biases and Heuristics in the New Product Development Process—A Call for More Empirical Evidence

New Product Development (NPD) is a complex process requiring significant investment in resources, time, and effort [1]. The success of NPD projects depends on various factors, including the ability of project teams to make informed decisions based on available data and information and create a shared vision among team members [2][3]. However, human decision-making is inherently subject to cognitive biases and heuristics, which can distort judgment and compromise outcomes [4]. Recognizing and addressing these cognitive factors is a pressing issue in the context of NPD [5].