tailieunhanh - New Products Management - CHAPTER 5 PROBLEM­BASED IDEATION: FINDING AND SOLVING CUSTOMERS’ PROBLEMS

Tham khảo tài liệu 'new products management - chapter 5 problem­based ideation: finding and solving customers’ problems', kinh doanh - tiếp thị, tiếp thị - bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 5 PROBLEM-BASED IDEATION: FINDING AND SOLVING CUSTOMERS’ PROBLEMS McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Problem-Based Concept Generation Figure Problem Analysis: General Procedure 1. Determine product or activity category for study. 2. Identify heavy users. 3. Gather set of problems associated with product category. Avoid “omniscient proximity” -- rate importance of benefits and levels of satisfaction. 4. Sort and rank the problems according to severity or importance. Problem Analysis Applied to the Cell Phone Keeping the unit clean. Breaks when I drop it. Battery doesn’t stay charged long enough. Finding it in dark. Battery dies in mid-conversation. Who “out there” hears me? Dropped calls. Looking up numbers. Voice fades in and out. Hard to hold. Health risks? Can’t cradle between ear and shoulder. Antenna breaks off. Flip cover breaks off. Disruptive instrument. Can’t see facial/body language. Rings too loud/too soft. . | CHAPTER 5 PROBLEM-BASED IDEATION: FINDING AND SOLVING CUSTOMERS’ PROBLEMS McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Problem-Based Concept Generation Figure Problem Analysis: General Procedure 1. Determine product or activity category for study. 2. Identify heavy users. 3. Gather set of problems associated with product category. Avoid “omniscient proximity” -- rate importance of benefits and levels of satisfaction. 4. Sort and rank the problems according to severity or importance. Problem Analysis Applied to the Cell Phone Keeping the unit clean. Breaks when I drop it. Battery doesn’t stay charged long enough. Finding it in dark. Battery dies in mid-conversation. Who “out there” hears me? Dropped calls. Looking up numbers. Voice fades in and out. Hard to hold. Health risks? Can’t cradle between ear and shoulder. Antenna breaks off. Flip cover breaks off. Disruptive instrument. Can’t see facial/body language. Rings too loud/too soft. Wrong numbers. Fear of what ringing might be for. Figure The Bothersomeness Technique of Scoring Problems Figure Problem Analysis: Sources and Methodologies Experts Published Sources Contacts with Your Business Customers or Consumers Interviewing Focus groups Observation of product in use Role playing Typical Questions for Problem Analysis Focus Groups What is the real problem here – what if the product category did not exist? What are current attitudes and behaviors of focus group members toward the product category? What product attributes and benefits do the focus group members want? What are their dissatisfactions, problems, and unfilled needs? What changes occurring in their lifestyles are relevant to the product category? Observation and Role Playing in Problem Analysis Carmakers send their designers out to parking lots to watch people and how they interact with their cars (Ford called this “gorilla research”). Honda got insights as to how large the passenger compartments of