Rethinking Concept Testing to Innovate With Customers

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Rethinking Concept Testing to Innovate With Customers

  1. 1. Pass the Baton: Rethinking Concept Testing to Innovate with Customers November 5th, 2013
  2. 2. Agenda 1 2 When to incorporate customer input to reduce risk 3 How to quickly and cost-efficiently evaluate customer input 4 2 How to provide structure to develop customer solutions Pitfalls to avoid in the process
  3. 3. About ORC International ORC International is a leading global research firm with offices across the U.S., Europe and Asia Pacific. We offer a platform of integrated intelligence that combines traditional and forward-thinking methodologies, technology, industry expertise, and skilled research professionals to provide clients with the most comprehensive foundation for providing actionable insight to solve their most pressing business challenges worldwide. Princeton  Boston  Chicago  Cincinnati  Maumee  Minneapolis  New York  Reno  London  Manchester  Melbourne  Hong Kong  Shanghai  Singapore  Sydney 3
  4. 4. The Landscape 4
  5. 5. Customer Expectations Have Risen • • Relying solely on ‘Push’ marketing strategies doesn’t work anymore • A great product isn’t enough • 5 A new generation with totally different needs and consumption habits Customers want tailored solutions and brand relationships
  6. 6. Our Framework Evolves in Response • Moving from a product oriented framework to a focus on customer solutions Product Focused 6 Customer Solutions Focused
  7. 7. Structural Framework 7
  8. 8. What are Customer Solutions? The means by which a brand supports its customers in achieving their desired outcome. A revolutionary new product or technology like smartphones and tablets BUT ALSO 8
  9. 9. Customer Solutions Inception Reality Consequences - Customer Solutions can come from anywhere and anyone within the organization - High volume of solution ideas for consideration - Limited window of opportunity for development - Lack of predictability regarding where and when those solution ideas are identified Recommendation - Develop and implement a Solutions Development Process The process by which a brand creates, refines and assesses customer solutions 9
  10. 10. Pass the Baton: Innovate WITH Customers Customer Feedback Customer Feedback via Solutions via Solutions Development Development Approach Approach Customer Feedback Customer Feedback via Traditional via Traditional Concept Testing Concept Testing 10
  11. 11. Solutions Development Process Ideation 11 Collaborative Assessment Idea Validation Optimization
  12. 12. Ideation-The First Stage Creation of solution ideas to help customers complete the task at hand (i.e., what we think they need) • Cross-functional in nature and often led by brand teams and marketing strategists • Focuses on internal co-creation and can be informed by a variety of resources: • Primary research Trends • Secondary research Insights • Social media behaviors Business Analysis • Competitor behaviors • And many more…. 12
  13. 13. Validation-The Final Stage Determine viability of potential solution in the marketplace and at what scale 13
  14. 14. The Entry of Customer Input 14
  15. 15. Solutions Development & Primary Research Customer Solutions The means by which a brand supports its customers in achieving their desired outcome. Solutions Development Process The process by which a brand creates, refines and assesses customer solutions. Leverage Primary Research 15
  16. 16. Research Objectives in Solutions Development Primary Goal: Identify what merits further exploration and what does not Relevant Business Questions What are my highest What are my highest potential offerings potential offerings (e.g., services, web (e.g., services, web features, packaging, features, packaging, primary/secondary primary/secondary customer support customer support resources)? resources)? 16 What service offerings/ What service offerings/ enhancements could enhancements could help differentiate a brand help differentiate a brand and achieve incremental and achieve incremental gains? gains? What can we build upon What can we build upon from alternate internal from alternate internal workstreams? workstreams?
  17. 17. Incorporate Customer Input Efficiently and Effectively 17
  18. 18. Assessment Leveraging Quantitative Concept Testing Primary Goal: Filtering to Reduce Number of Ideas Under Consideration Commonalities of successful research support: 18
  19. 19. Assessment Leveraging Quantitative Concept Testing Commonalities of successful research support: 19
  20. 20. Collaborative Idea Optimization Refinement through Qualitative Research Primary Goal: Assess Idea Viability by Collaborating With Customers on Prototype Development Commonalities of successful research support: 20
  21. 21. Develop a Process and Avoid Pitfalls 21
  22. 22. Contact Us Questions? Laura Kleckner VP Client Services Laura.Kleckner@orcinternational.com To learn more contact us at : answers@orcinternational.com Visit our website at www.orcinternational.com Follow us on Twitter: @ORCIntl 22

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