The New Product Introduction (NPI) process has been thoroughly reviewed and its potential delays have been identified by the available relevant literature. Any of these delays can potentially extend the time to market, with known effects to a company's performance. Therefore, it is important for such delays to be eliminated or substantially reduced. However, it is not always easy to resolve NPI related issues, due to the complexity of activities and the involvement of several different functions throughout the process. Soft Systems Methodology (SSM) is a problem solving method that is applied to address "soft" issues. However, this methodology can be utilised to assist in defining and potentially resolving NPI issues. In order to demonstrate this, the data transfer and manipulation activity of the NPI, that takes place between the engineering and manufacturing functions, was investigated. After the application of SSM, the problem area was better defined and a potential solution was identified through the use of the conceptual model. The SSM technique was successfully applied in this case, this indicates that it can be utilised to simplify other problem areas of the NPI process.