The importance of market insights for innovation & design projects

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    The importance of market insights for innovation & design projects - Presentation Transcript

    1. Market insights driving design processes Dany Robberecht [email_address] www.mastersininnovation.com VERHAERT INNOVATION DAY – OCTOBER 17 th , 2008 www.mastersininnovation.com Commercially confidence – This presentation contains ideas and information which are proprietary of VERHAERT, Masters in Innovation  *, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of VERHAERT, Masters in Innovation  *.   * VERHAERT, Masters in Innovation is a registered trade name of Verhaert Consultancies N. V.
    2. Your product must go beyond ‘utility’ © Productbrigade – www.productbrigade.com
    3. New product development in a business perspective
      • NPD’s challenge
      •  deliver, with highest probability, a product that will win in the marketplace
      • Consequence:
      •  provide maximum value to a collective of stakeholders
      • Quote of Robert G. Cooper
      • “ A common mistake is to assume that because a product may be adequate in the eyes of the designers or R&D department, the customers w ill see it the same way. ”
      Integrate the voice of the customer
    4. Would you buy them? Toilet Snorkel US Patent Bullet proof bed www.qsleeper.com How would a good product for the problem look like?
    5. Market & business analysis at Verhaert
      • Understand the attractiveness of the market, thus the potential it represents
      • Recognize what kind of users the product is targetting and what specific needs they have
      • Identify how to bring your product to the market and how to motivate the people in this value chain
      • Be aware of the competition and how to differentiate from them
      Solid market information is essential to build good products with strong business potential
    6. The standard process
      • Typically a non-integration of two determining processes
      • Does it feel you’re running behind the facts?
      Consult Design Prototype Feedback
    7. Typical marketing sources They might lead to poor connection with market needs and to undifferentiated products
    8. Another proven concept: lead users Lead users Frustrated users Customer intimacy Digital communities Polls & research
    9. Companies are mostly interested in the needs of existing markets, but ... User-centered-design or market driven design?
    10. Segmentation or who are your customers?
      • What valuable information can we retrieve from an engineering perspective?
      • Be aware of the forces between product development and marketing
      • Instead of using the typical discrimators, we segmented from a job-to-be-done perspective
      different jobs – different value perceptions
    11. The right perspective to job-to-be-done
      • Job-to-be-done is about the use and the user
        • Scenario thinking
        • Personas
        • Etnographic research
        • Focus groups
      • Job-to-be-done is about the human motivation:
      • needs – emotions - motivations
      Job-to-be-done is about the promise you make!
    12. The value chain impacts your architecture & design
      • We have chosen to allow a twofold distribution model
      • Value Added Reselling
      • Product distribution
      • It is a question of retaining maximum margin or giving away margins to incentify retail
      Family Call center
    13. Market information: cheap or expensive?
      • Press articles € 2-4
      • Basic company info € 4-10
      • Company financials € 30-50
      • Company profile € 50 – 150
      • General market report € 2.000 – 2.500
      • Specialized report > € 5.000
      • Single client market report > € 20.000
    14. Pitfalls of not good-enough market research No emotional base Too complex logistics Change peoples habits We all seem to investigate the appreciation of new product qualities but forget to ask if customers will buy it!
    15. Connecting to consumer insights remains difficult
      • MC Donalds Deluxe Line
      Basically you look for something you do not know. Even worse, you get answers creating the illusion you know! Lost: $300m (Add spend $100m) RJ Renolds – premier cigarette Project cost: $1bn What if you fail to meet latent requirements of the majority of users?
      • ... consumer insights are most effective when they are:
      • Unexpected
      • Create disequilibria
      • Change a momentum
      • Exploited via a benefit or point of difference that your brand can deliver
    16. Taking it from a different perspective Beyond the boundaries of this paradigm The marketing paradigm
    17. Mass customisation turns it completely around
    18. Mass customisation turns it completely around
    19. mi-adidas case
    20. Four levels of mass customisation Differentiation level Customised products / services fulfilling each individual need Relationship level Lock-on a consumer for longstanding relation Cost level Mass production efficiency Solution space Stable processes and product architectures © F. T. Piller et al. © F. T. Piller et al. Advanced Dev. Design Build Test (feedback) Advanced Dev. Design Build Test (feedback) customer manufacturer Mass production Mass customisiation
    21. Archetypes of mass customisation Match-to-order / Locate-to-order Selection of existing products/services according to customer requirements Sales, retail System of customer integration Bundle-to-order Bundling of existing products to customer-specific product Assemble-order Assembling of products/services from standardised components/process blocks Made-to-order Manufacturing of customised products including component manufacturing Engineer-to-order Selection of existing products/services according to customer requirements Sales, retail Final assembly manufacturing Design, development Decoupling point cases Value generation © Archetypes of mass customisation – F. T. Piller et al. Degree of customer interaction
    22. I don’t think it is for me ... © F. T. Piller et al. Construction - Windows Industry – Conveyor belts Construction – accu’s
    23. Conclusions
      • Consumer insights are very important inputs, but they are very difficult to get
      • The ‘job-to-be-done’ framework provides the valuable inputs for R&D leading to
        • differentiated products
        • a well-thought product story
      • Innovation goes beyond R&D, business innovation may provide improved R&D output
    24. Verhaert New Products & Services nv Hogenakkerhoekstraat 21 9150 Kruibeke Belgium Tel +32 (0)3 250 19 00 Fax +32 (0)3 254 10 08 www.verhaert.com [email_address] www.mastersininnovation.com

    + Dany RobberechtDany Robberecht, 2 years ago

    custom

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