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IDEO Case Study for Marketing

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Case Study Analysis for Marketing Management.

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IDEO Case Study for Marketing

  1. 1. Presented by Team 6: Jasmine Dennis Joyce Sequeira Joylin Gonzalves Marina Joseph Payal Shukla
  2. 2.  Design and Innovative Consulting Firm  HQ: Palo Alto, California, US Founded: 1991  Founders: David Kelley, Mike Nuttall, Bill Moggridge  Innovations: First laptop, mouse (for Apple), Palm V PDA, TiVo video recorder  Household items - Swiffer Sweeper, Crest Neat Squeeze Toothpaste (for P&G) 2
  3. 3. 3  Clients – AT&T, Bank of America, Ford Motor Company, PepsiCo, Nike, Marriott etc.  Design thinking based on  Human-centered methodology  Observational Methods:  Deep dive: human factors team shadowing people  Behavioral mapping: photographic log  Camera Journals: recording visual impressions
  4. 4. 4 1. Determine data sources  Primary data  Secondary data 2. Decide on research approaches  Observational research  Focus group research  Survey research  Behavioral research  Experimental research
  5. 5. 3. Develop research instruments for primary data collection  Questionnaires  Qualitative instruments  Data collection devices 4. Decide on sampling plan  Sampling unit  Sampling size  Sampling procedure 5
  6. 6. 6  Turned to IDEO to redesign mMode  Primary data collected  Scavenger hunt for actual AT&T managers in SF  Observational Research & Research Instruments  IDEO team videotaped AT&T team  Brainstorming sessions and quick prototyping  Incremental prototyping  Relaunch of mMode within 17 weeks
  7. 7. 7  Approached IDEO to improve customer shopping experience  Primary data collected from actual customers  Special type of one-on-one in-depth interview  Questioning customers to examine actual shopping behavior  Sampling Plan  Performed shop-a-long with 8 women from 3 different cities  Within 18 weeks, they came up with solution to revamp customer experience with concierges and better facilities
  8. 8. 8  Consulted IDEO to lure younger generations  Data collected through primary sources: customers  Research through focus groups (interaction with select customers) and observations  Data collected using questionnaires and behavior observations  Improvement suggestions taken through customers  Chain owner more than satisfied; plans 25 hotel conversions
  9. 9. 9  Research planning plays key role to make decisions  It takes time, effort and additional costs  Without proper planning, it would waste  Time  Resources  Capital  Loss of customers  Done right, it would elevate your product/service
  10. 10. THANK

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