LECTURE 10 PRODUCT PROTOCOL

Lecture Overview

• Lecture Title: Product Protocol

Importance of Having a Protocol

• Also referred to as product requirements, product definition, deliverables, etc.

• Not just a technical aspect; it's a top success factor for distinguishing winning from losing projects.

Purposes of Protocol

• Guides Marketing and R&D: Assists in determining necessary tasks for effective work.

  • Concept life cycle: More comprehensive than a simple concept statement, less than post-prototype.

  • Key deliverables need to be identified early.

• Communication: Essential for all stakeholders to ensure cohesive actions.

  • Direct outcomes consistent with full screen and financial goals.

• Development Boundaries: Sets limits on the development process and cycle time.

• Management of Development Process: Clarifies what needs to be done, the timing, reasoning, responsibilities, and desired outcomes.

Contents of a Product Protocol

• Target Market

• Product Positioning

• Product Attributes (Benefits)

• Competitive Comparison

• Augmentation Dimensions

• Timing Requirements

• Marketing Needs

• Financial Considerations

• Production Requirements

• Regulatory Requirements

• Corporate Strategy Influence

• Common Issues or "Potholes"

Narrow Version of Protocol: End-User "I Want" List

• Example: Features required for a new lawn leaf blower/vacuum:

  • Benefits without specifying technical means.

  • Assurance of manufacturer support (two-year warranty).

  • Emphasis on safety and durability with quality components.

  • Efficiency in yard clean-up with powerful performance.

  • Tool-less conversion from blower to vacuum.

  • Reliability of electrical connections.

  • Compatibility with existing extension cords.

  • Ease of use with clog-free operation and stable components.

Protocol and the Voice of the Customer (VOC)

• Definition: Comprehensive listing of customer needs expressed in their language, prioritized by performance.

  • Avoid complexity and scientific jargon.

Gathering the Voice of the Customer

• Methodology: Conducting 20-30 interviews lasting 45 minutes each; can capture 90-100% of customer needs.

  • Use audio recording and transcription for accuracy.

• Data Organization: Group statements into 15-25 affinity categories, prioritized by customer importance.

  • Avoid asking directly about needs; instead, inquire about experiences, challenges, and likes/dislikes.

Insights from Steve Jobs on VOC

• Quote: Designing products cannot solely rely on focus groups—customers may not articulate their wants until after seeing the product.

• Implication: Engagement isn’t about asking for desires but understanding outcomes.

Insights on the iPod Touch

• Marketing Evolution: Initially unclear positioning; shifted based on customer feedback regarding desired use cases (game machine).

• Final Insight: Focus should be on affordability and market access to the App Store.

Use and Misuse of VOC

• Approach: VOC isn’t only qualitative research; value lies in organization and prioritization of customer needs.

• Diversity in Feedback: Engage not just major customers, but also non-customers and average users can provide valuable insights.

• Key Lesson: Shift focus from wants to anticipated outcomes; customers often articulate needs without technical specificity.

Quality Function Deployment (QFD)

• Definition: Technique ensuring customer needs are central throughout new product development.

• First Step: House of Quality (HOQ): Translates customer attributes into engineering characteristics.

  • Encourages communication and collaboration between marketing and technical teams.

Protocol Within the New Products Process

• Focus Areas:

  • Unmet Needs: Inventory of needs requirement.

  • Translation: From needs to benefits to how to deliver those benefits via product features.

  • Process Assessment: Ensures end-user requirements drive product prototype evaluations and further developments.