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Market Research In Product Design Webinar Presentation For Slide Share
 

Market Research In Product Design Webinar Presentation For Slide Share

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Download Qualvu’s webinar and take your product research to a whole new place (your customers’ lives)....

Download Qualvu’s webinar and take your product research to a whole new place (your customers’ lives).

Product research has traditionally been conducted in labs, focus group facilities, and far away from the real settings where consumers are using the products. But Qualvu is changing that: The Internet, online video, and consumer-driven product studies now put you in contact with consumers – using products as they actually do – in those settings that reveal “moments of truth” that separate good product research from GREAT product research.

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  • A new way of looking at the innovation (product development) process suggests that it can be represented as a cycle, in which opportunities are discovered through product testing and feedback gathered from each steps of the process serves as constructive input for the next steps. Invention to Innovation ProcessBy Mason, Thomas WPublication: Engineering Management JournalDate: Thursday, September 1 2005Retrieved from AllBusiness (http://www.allbusiness.com/management/1065945-1.html) on January 7, 2011Research “is best described as the search for new knowledge, or truth. Here people are working to discover how things work with little thought about commercial applications.”

Market Research In Product Design Webinar Presentation For Slide Share Market Research In Product Design Webinar Presentation For Slide Share Presentation Transcript

  • To watch the recoded webinar, CLICK HERE
  • Product Research: do you want to be good, or great?
    John Williamson
    CEO & Founder, Qualvu
    Shelley Krasnick
    Managing Director, Research & Insights, Qualvu
    To watch the recoded webinar, CLICK HERE
  • Questions as we go?Email: productwebinar@qualvu.comTwitter: @QualvuRequest a demo at qualvu.com
  • About qualvu
    Qualvu is an advanced online video solution for qualitative research.  
    • Innovative asynchronous mobile video feedback
    • Searchable video intelligence allows in-depth data mining
    • Streamlined, easy-to-use, turnkey project management
    • Proprietary recruiting selects the best consumer participants
    To watch the recoded webinar, CLICK HERE
  • what your will get out of today’s webinar
    • Discover new and innovative video-based research techniques that uncover consumers’ true relationships with products
    • Learn how as a researcher you can be invited to observe the candid, and sometimes surprising, settings where your customers interact with your products
    • Learn how this access drives not just usage data, but enables you to truly get to know and understand your customers in new ways
    • Learn how companies have successfully integrated consumer insights into the product development process – and how you can, too.
    • Learn how this research can be conducted at a fraction of the cost and complexity of traditional in-home ethnographies.
    To watch the recoded webinar, CLICK HERE
  • A quick look: product fun
    To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • To watch the recoded webinar, CLICK HERE
  • What can we learn?
    • Elegant combination of style and function
    • Goal is to create a great experience – the fantasy – for the customer
    • Producing breakthrough products
    • Getting to really know your customer
    • Obtained by truly watching, listening, and being aware
    To watch the recoded webinar, CLICK HERE
  • How did we know our customers in the past?
    Labs
    Focus Groups
    In-home videography
    Unfortunately:
    Unnatural Settings
    Social or 3rd party Pressures
    To watch the recoded webinar, CLICK HERE
  • Ideal product research
    • Consumer homes and work
    • In-the-moment, natural setting
    • Candid, open feedback
    • No peer pressure
    • Consumers’ relationships with products
    This methodology does not rely on memory or forced assessment, but instead allows consumers to record unfiltered, unadulterated reactions when they are tasting, opening, or using the product.
    To watch the recoded webinar, CLICK HERE
  • Empowering consumerson their terms
    Before
    It was all about YOU….
    Now
    It is all about THEM…
    You set the time and location of the study
    You probed
    You wanted them to share in a group
    You won – They lost
    They share when and where they interact with your products
    They think carefully, and respond freely
    They share in private, naturally
    They win – You win
  • More than data: knowledge
    • Get to know your consumers
    • Understand their pains, preferences, and habits
    • Be invited to their homes and lives
    • Reach inside your target markets minds
    To watch the recoded webinar, CLICK HERE
  • Innovation process
    Search for new knowledge, or truth.
    Test your products in the real world and refine features.
    Develop concepts based on consumer insights.
    Validate your concepts based on consumer reactions.
    Understand potential benefits and problems.
  • OPPORTUNITY DISCOVERY
    Search for new knowledge, or truth.
    To watch the recoded webinar, CLICK HERE
  • Groom with a viewclient: leading CPG brand
    OBJECTIVE
    To learn more about how consumers use oral care products as part of their morning routines.
    METHODOLOGY
    By seeing their products used by real consumers in the privacy of their own bathrooms, the client sought to gain insights to refine or create new products.
    STRATEGY
    • Mobile web-cams
    • 14 men and women from around the US
    • Participants were asked to give a “tour” of their bathroom and to record their morning routine on weekdays and the weekend
    • They were also asked to answer a four-part series of questions from their bathrooms
    WHAT WE LEARNED
    Not all morning care routines are created equal, and this insight formed the basis for a creative session around new product positionings and concept development.
    To watch the recoded webinar, CLICK HERE
  • “Nobody but Qualvu is getting into someone’s bathroom at 6:30 in the morning to watch the routine.”
    • Client
    To watch the recoded webinar, CLICK HERE
  • Home is where the car is…leading automotive company
    OBJECTIVE
    To understand the feasibility of a new automotive product idea and potential features.
    METHODOLOGY
    Gaining a better understanding of consumers’ perspectives on key vehicle attributes and features, client was able to assess in light of an innovative new concept designed to solve distinct consumer problems.
    STRATEGY
    • Mobile cams
    • Specific types of owners around the country
    • Participants were asked to give a tour of their homes and describe corollaries with their vehicles
    • Participants were asked to described the importance of vehicle attributes vis-à-vis the rough concepts, related to user, purchase and potential improvements.
    WHAT WE LEARNED
    The auto is an extension of the home.
    To watch the recoded webinar, CLICK HERE
  • CONCEPT DEVELOPMENT
    Develop concepts based on consumer insights.
    To watch the recoded webinar, CLICK HERE
  • Serious mom timeleading children’s brand
    OBJECTIVE
    To better understand how Moms play with their infants, what makes a great toy, what they are looking for when making the purchase decision, and reactions to several new toy concepts.
    METHODOLOGY
    Inform decisions that will make the clients’ toys stand out better in a crowded toy aisle.
    STRATEGY
    • First-time new Moms, aged 21-30, with 0-12 month old infants
    • At the stage where they play with infant several times a day
    • Collected aspirations for their children, their daily routine, ideal toys and play time
    • Finally, Moms were asked to talk about the brands, review different toy concepts, and explain which were their favorite and why
    WHAT WE LEARNED
    Our client faced some interesting challenges that were difficult to change given the circumstances; however it was crucial insight that allowed them to assess alternatives.
    To watch the recoded webinar, CLICK HERE
  • CONCEPT EVALUATION
    Validate your concepts based on consumer reactions.
    To watch the recoded webinar, CLICK HERE
  • Panel powerleading automobile manufacturer
    OBJECTIVE
    To refine and consolidate seven concepts
    METHODOLOGY
    Show unbranded and branded concepts for participant evaluation. Client was able to consolidate the top attributes of each concept and understand brand perception.
    STRATEGY
    • Webcams
    • Utilized a custom proprietary panel built for purpose
    • Mid-size sedan owners around the country
    • Seven unbranded and randomized concepts were shared with sample and evaluated for overall impression, positive/negatives, top attributes, likelihood to purchase, fit with lifestyle.
    • The same concepts were branded and shown again for evaluation.
    WHAT WE LEARNED
    By easily using the same panelists in all stages of the innovation cycle, participants were empowered to make a significant impact, and felt ownership of the evolution of concepts and results.
  • PROTOTYPE EVALUATION
    Understand potential benefits and problems.
    To watch the recoded webinar, CLICK HERE
  • Got napkin?Leading Cpg manufacturer
    OBJECTIVE
    To understand how consumers are using current paper napkin products, as well as how they would use a new prototype paper napkin.
    METHODOLOGY
    The prototype was sent to heavy napkin users and usage was documented with the intention to obtain insights on gaps or new needs in the paper napkin marketplace.
    STRATEGY
    • Mobile pocket cams
    • Qualvu Videodiary Blog platform
    • All female respondents with at least one child living at home
    • Participants were asked to show typical and current napkin usage and evaluate new prototype napkin and package
    • They were also asked to describe future purchase evaluation
    WHAT WE LEARNED
    Product quality and performance made a big difference, and usurped brand loyalty if it performed as billed.
  • PRODUCT TESTING
    Test your products in the real world and
    refine features.
  • Music in the bellyacoustical earphone company
    OBJECTIVE
    To collect unbiased qualitative insights from customers to determine necessary product refinements, and strategies to optimize messaging.
    METHODOLOGY
    By watching potential customers react to the product and packaging, and talk candidly about product expectations and usage, client was able to confirm suspicions and get unbiased perspective on their product and its features.
    STRATEGY
    • Webcams
    • 10 expectant mothers from across the US
    • Participants were asked to review from packaging, to instructions, to the actual product.
    WHAT WE LEARNED
    Those instructions really do matter!
    To watch the recoded webinar, CLICK HERE
  • “It was very clear from the Qualvu sessions that some changes needed to be made to the instructions, and the feedback from the women was instrumental in giving us a perspective on that.”
    - Client
    To watch the recoded webinar, CLICK HERE
  • Final thoughts
    A gesture says more than a million words.
    • Asynchronous video research allows you to connect to your consumers in their homes, at work, or on the go, and far from social pressure.
    • Allows for participant-driven interactions, at those crucial “moments of truth”
    • Video lets you uncover consumers’ true relationships to your products– it’s not always what they say, it’s what they do that matters.
    • Video research changes the odds, reduces the risk, and increases your chances for success.
    To watch the recoded webinar, CLICK HERE
  • THANK YOUEmail: productwebinar@qualvu.comTwitter: @QualvuRequest a demo at qualvu.com