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Deciding What Not to DoData Driven approach to GO/NO GO         decision process
Basic PremisesThe quality of a decision is always better, more credible, when it is substantiated bydata/evidence.Unstruct...
Product Marketing 101(a)…the aim of marketing is to make selling superfluous. The aim ofmarketing is to know and understan...
Product Marketing 101 (b)Before if you were making a product, the right business strategy was toput 70% of your attention,...
“Brilliant Ideas”    www.amplifiedanalytics.com     ©Amplified Analytics, Inc
Is Market Research a waste of time?• "Its really hard to design products by focus  groups. A lot of times, people dont kno...
What’s wrong with a survey?         www.amplifiedanalytics.com          ©Amplified Analytics, Inc
Essence of a “Product”       www.amplifiedanalytics.com        ©Amplified Analytics, Inc
Products are “hired” by customers            www.amplifiedanalytics.com             ©Amplified Analytics, Inc
Focus and Simplicity• "Thats been one of my mantras -- focus and simplicity. Simple  can be harder than complex: You have ...
Look for meaning behind the words  “Apple does not use Market Research”"Apple does not use buy Market Research"           ...
Listening is hard, hearing is harder                            Opportunity is missed                                     ...
Target Market Boundaries“Job” = “Taking notes during brainstorming  sessions that does not distract the flow of the  sessi...
Sourcing the FeedbackUnsolicited, public Customer Feedback Walled Gardens Voice of Customer      Implicit Voice of Custome...
Extracting Intelligence       www.amplifiedanalytics.com        ©Amplified Analytics, Inc
Discover Opportunities       www.amplifiedanalytics.com        ©Amplified Analytics, Inc
Validate accuracy    www.amplifiedanalytics.com     ©Amplified Analytics, Inc
Deep Dive www.amplifiedanalytics.com  ©Amplified Analytics, Inc
The moment of Judgement        www.amplifiedanalytics.com         ©Amplified Analytics, Inc
Case Study-life before iPod                                      N=34,657         www.amplifiedanalytics.com          ©Amp...
Navigation? www.amplifiedanalytics.com  ©Amplified Analytics, Inc
Music quality?        2                                                                                 20        2       ...
“Advertising can help you sell goodproducts, but only your customers can help        you build a great Brand!”            ...
Deciding what not to do
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Deciding what not to do

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Slides for the SVPM Camp 2012 session.

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Deciding what not to do

  1. 1. Deciding What Not to DoData Driven approach to GO/NO GO decision process
  2. 2. Basic PremisesThe quality of a decision is always better, more credible, when it is substantiated bydata/evidence.Unstructured Customer Feedback is a valuable source of honest, critical informationto support a Go/No Go decision.Clearly defined methodology insures high integrity of decision making process, andby the extension, its results. “Deciding what not to do is as important as deciding what to do. That is true for the companies, and it’s true for products.” – Steve Jobs www.amplifiedanalytics.com ©Amplified Analytics, Inc
  3. 3. Product Marketing 101(a)…the aim of marketing is to make selling superfluous. The aim ofmarketing is to know and understand the customer so wellthat the product or service fits him and sells itself.” Peter Drucker www.amplifiedanalytics.com ©Amplified Analytics, Inc
  4. 4. Product Marketing 101 (b)Before if you were making a product, the right business strategy was toput 70% of your attention, energy, and dollars into shouting about aproduct, and 30% into making a great product. So you could win with amediocre product, if you were a good enough marketer. That is gettingharder to do. The balance of power is shifting toward consumers andaway from companies...the individual is empowered... The right way torespond to this if you are a company is to put the vast majority of yourenergy, attention and dollars into building a great product or service andput a smaller amount into shouting about it, marketing it. If I build agreat product or service, my customers will tell each other.“Jeff Besos, Founder & CEO of Amazon www.amplifiedanalytics.com ©Amplified Analytics, Inc
  5. 5. “Brilliant Ideas” www.amplifiedanalytics.com ©Amplified Analytics, Inc
  6. 6. Is Market Research a waste of time?• "Its really hard to design products by focus groups. A lot of times, people dont know what they want until you show it to them." Steve Jobs• "If I asked my customers what they want, they simply would have said a faster horse." Henry Ford www.amplifiedanalytics.com ©Amplified Analytics, Inc
  7. 7. What’s wrong with a survey? www.amplifiedanalytics.com ©Amplified Analytics, Inc
  8. 8. Essence of a “Product” www.amplifiedanalytics.com ©Amplified Analytics, Inc
  9. 9. Products are “hired” by customers www.amplifiedanalytics.com ©Amplified Analytics, Inc
  10. 10. Focus and Simplicity• "Thats been one of my mantras -- focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But its worth it in the end because once you get there, you can move mountains." Steve Jobs• "Pointing is a metaphor we all know. Weve done a lot of studies and tests on that, and its much faster to do all kinds of functions, such as cutting and pasting, with a mouse, so its not only easier to use but more efficient. “ Steve Jobs www.amplifiedanalytics.com ©Amplified Analytics, Inc
  11. 11. Look for meaning behind the words “Apple does not use Market Research”"Apple does not use buy Market Research" www.amplifiedanalytics.com ©Amplified Analytics, Inc
  12. 12. Listening is hard, hearing is harder Opportunity is missed by most people because it is dressed in overalls and looks like work. Thomas Edison www.amplifiedanalytics.com ©Amplified Analytics, Inc
  13. 13. Target Market Boundaries“Job” = “Taking notes during brainstorming sessions that does not distract the flow of the session” www.amplifiedanalytics.com ©Amplified Analytics, Inc
  14. 14. Sourcing the FeedbackUnsolicited, public Customer Feedback Walled Gardens Voice of Customer Implicit Voice of Customer CRM echoes Voice of Customer www.amplifiedanalytics.com ©Amplified Analytics, Inc
  15. 15. Extracting Intelligence www.amplifiedanalytics.com ©Amplified Analytics, Inc
  16. 16. Discover Opportunities www.amplifiedanalytics.com ©Amplified Analytics, Inc
  17. 17. Validate accuracy www.amplifiedanalytics.com ©Amplified Analytics, Inc
  18. 18. Deep Dive www.amplifiedanalytics.com ©Amplified Analytics, Inc
  19. 19. The moment of Judgement www.amplifiedanalytics.com ©Amplified Analytics, Inc
  20. 20. Case Study-life before iPod N=34,657 www.amplifiedanalytics.com ©Amplified Analytics, Inc
  21. 21. Navigation? www.amplifiedanalytics.com ©Amplified Analytics, Inc
  22. 22. Music quality? 2 20 2 18 2 16 14.83% 1 14 1 12 ImportanceScore 1 0.9 10 1 0.8 8 1 6 0 4 0 2 0 0 music quality Attribute creative-zen-mp3-player iriver-mp3-jukebox philips-mp3-player rio-carbon mp3-player sony-walkman-mp3-player Importance www.amplifiedanalytics.com ©Amplified Analytics, Inc
  23. 23. “Advertising can help you sell goodproducts, but only your customers can help you build a great Brand!” Gregory Yankelovich greg@amplifiedanalytics @piplzchoice 415.742.2580 www.amplifiedanalytics.com ©Amplified Analytics, Inc

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