PC

CHP 4

Lecture Overview

  • Lecture 4: Focus on the Product Concept and Problem-Based Ready-Made Ideas.

Step 1: Identify Problem Area (PIC)

  • Determine Category of Interest:

    • Analyze the situation including company dynamics, customer factors, and reseller interactions.

    • Effort includes problem analysis, pooling experience within team members, and utilizing stakeholder contacts and records.

Step 2: Problem Analysis Methodologies

  • Methods of Analysis:

    • Interviews and focus groups to gather insights.

    • Role playing and observation provide qualitative data.

    • Technical methods to narrow down to an acceptable problem set.

Typical Procedure for Problem Analysis (Page 3)

  1. Identify the product or activity category for study.

  2. Gather heavy users to understand their experiences.

  3. Compile a set of related problems.

  4. Sort and rank the issues by severity or importance.

  • Avoid bias in rating importance and satisfaction levels.

  1. Adopt a Problem-Solution approach for innovation.

Common Problems Identified (Page 4)

  • Issues include:

    • Battery life inadequacies.

    • Call quality – dropped calls and faded audio.

    • Health concerns related to device use.

    • Incorrect dialing and battery failures.

Sources and Methods for Problem Analysis (Page 5)

  • Gather insights from a variety of sources:

    • Experts: Industry professionals can provide valuable insights.

    • Published Sources: Research and case studies.

    • Customer Interaction: Engaging with business customers or consumers directly.

    • Utilize observational techniques, focus groups, and interviews for hands-on understanding.

Questions for Effective Focus Group Analysis (Page 6)

  • Central questions to guide focus groups:

    • What fundamental issues exist without this product?

    • Attitudes and behaviors towards the product category.

    • Desired product attributes and benefits.

    • Dissatisfactions and unmet needs.

    • Relevant lifestyle changes influencing product use.

Case Study: Dyson's Air Multiplier Fan (Page 7)

  • Conventional Fan Problems:

    • Blade mechanism issues (hard to clean, safety risks).

    • Energy inefficiency.

  • Air Multiplier Innovation:

    • Bladeless design harnessing hand dryer technology for safety.

    • Enhanced cooling efficiency and easy maintenance.

Observational Techniques in Problem Analysis (Page 8)

  • Companies like Ford and Bausch and Lomb utilize unconventional methods:

    • Watching real-world interactions with products.

    • Role-playing to understand product-user dynamics for insights into needs.

Ford's Customer-Driven Research (Page 9)

  • Gorilla Research:

    • Observing Explorer owners in real-world settings to improve product offerings.

    • End result leads to a tailored design based on true customer desires.

Scenario Analysis Techniques (Page 11)

  • Forecasting Future Trends:

    • Utilize seed trends to project future scenarios.

    • Follow trend influencers and utilize prediction techniques for technological shifts.

Innovation Opportunity Identification (Page 12)

  • Use a Relevance Tree to trace conditions leading to product innovation.

  • Identify existing conditions and gaps in the market for potential new products.

Wild Card Events and Consequences (Page 13)

  • Significant shifts:

    • Government policies driven by global warming leading to new energy solutions.

    • Social movements impacting product and company dynamics.

Creativity in Problem Solving (Page 14)

  • Group Brainstorming Principles:

    • Emphasize quantity and deferral of judgment.

    • Encourage wild ideas and avoid criticism during sessions.

Electronic Brainstorming (Page 16)

  • Benefits include overcoming drawbacks of traditional methods.

    • Engage larger groups and allow remote participation through technology.

Role of Online Communities (Pages 17-18)

  • Types of Online Communities:

    • Open, user-led, firm-organized, and proprietary communities.

    • Role of these communities in listening to customer voices and strengthening relationships.

LEGO Ideas and Crowdsourcing Innovations (Pages 19-21)

  • Specific platforms like LEGO Ideas allow user-generated content to drive product development.

  • Utilize voting systems for popularity to guide product decisions.

Trends in Household Products (Page 22)

  • Significant growth in Air Fresheners, particularly innovative designs.

    • Introduction of odor eliminators and battery-operated options.

Value of Convenience in Consumer Products (Pages 23-24)

  • Identified as a key driver in various product sectors, necessitating adaptation of offerings.

Opportunity for Health Management Solutions (Page 26)

  • Need for integrated health solutions where consumers can manage prescriptions effectively.

Obstacle Identification in RX Marketing (Page 27)

  • Key challenges include:

    • Pharmacy silo mentality.

    • reluctance in utilizing pharmacists for marketing efforts.

    • Lack of measurable results.