2009 The Holistic Approach

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The economic dilemma of research-when is too much?

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  • Good morning = thanks for having me Themes I’ve heard at this conference Cost saving Quick Efficient Working together Supplier pt of view
  • …… read the words I’m sure you understand. SOOO many questions.
  • Ok lots of question. Everyone wants a piece of the action without the cost
  • So ultimately things begin to get compromised because everything is last minute.
  • From my point of view… Message is similar Think as a whole when planning your research needs
  • Pt. 1 - Background = who is the stakeholder why did the project begin at all - line extension, innovation, cost savings - Big picture – what’s the benefit to the company what’s the risk - The timeline = how long do you have, is it moveable, and realistic Pt 2 - Dig deeper = company goals? Current environment – what’s hot today changing economics and BUDGET Pt. 3 – Talk with people = the team = Prod Dev. - Mktg - Operations, etc.
  • Can’t say this enough = What do you HAVE TO ACCOMPLISH no matter what else? Make it really easy to understand What is wanted to happen i
  • In the end the money spent has to answer a question! If this result this will happen next If this then this. What next
  • Now think about how to work smart Especially in more complex types of research how might you get clues to your question – gives you background and KNOWLEDGE
  • Challenge Marketing to give you thoughts about what they know Ask for stats in other research that might give a different twist to old work done
  • Take the opportunity to learn or help out the Marketing group or Operations or the Consumer
  • Point 3 = is there a way to sort the data that could enhance the learning? What if you looked at the Likers vs Non-likers Those that want more salt versus don’t Be CREATIVE
  • 2009 The Holistic Approach

    1. 1. Integrated Research A HOLISTIC APPROACH Product Dynamics, division of RQA, Inc.
    2. 2. Research - A Holistic Approach In the beginning…there were questions – from everywhere. MOOOO! Product Dynamics A Division of RQA, Inc.
    3. 3. Research - A Holistic Approach Then… there was money – who will pay? Product Dynamics A Division of RQA, Inc.
    4. 4. Research - A Holistic Approach Finally…. There was compromise. Product Dynamics A Division of RQA, Inc.
    5. 5. Research - A Holistic Approach <ul><li>The Holistic Approach thinks about: </li></ul><ul><ul><li>Assessing Research Needs </li></ul></ul><ul><ul><li>Working Smart </li></ul></ul><ul><ul><li>Spending Money Wisely </li></ul></ul>Product Dynamics A Division of RQA, Inc.
    6. 6. Research - A Holistic Approach To start ….. Assess the Research Needs <ul><li> </li></ul><ul><li>Assess the need - </li></ul><ul><ul><li>Don’t rush through this process – take “a minute” to understand </li></ul></ul><ul><ul><ul><li>How did you get here - background </li></ul></ul></ul><ul><ul><ul><li>Is there more involved – think about “the Big Picture” </li></ul></ul></ul><ul><ul><ul><li>What is the timeline </li></ul></ul></ul><ul><ul><li>Dig deeper </li></ul></ul><ul><ul><li>Talk with others if you can </li></ul></ul>Product Dynamics A Division of RQA, Inc.
    7. 7. Research - A Holistic Approach To start ….. Assess the Research Needs <ul><li> </li></ul><ul><li>State the objective and action standards - </li></ul><ul><ul><li>Clear </li></ul></ul><ul><ul><li>Concise </li></ul></ul><ul><ul><li>Acknowledge the “Big Picture” </li></ul></ul>Product Dynamics A Division of RQA, Inc.
    8. 8. Research - A Holistic Approach To start ….. Assess the Research Needs <ul><li> </li></ul><ul><li>Justify the investment - </li></ul><ul><ul><li>Both money and time </li></ul></ul><ul><ul><li>Will the “answer” give the project direction </li></ul></ul><ul><ul><li>Picture the next steps </li></ul></ul>Product Dynamics A Division of RQA, Inc.
    9. 9. Research - A Holistic Approach Next! ….. Work Smart <ul><li>Take into account what’s already known - Previous Research </li></ul><ul><ul><li>Completed within the past year or two </li></ul></ul><ul><ul><li>Within a similar product category or consumer segment </li></ul></ul><ul><ul><li>Within different areas of the company </li></ul></ul><ul><ul><ul><li>Marketing </li></ul></ul></ul><ul><ul><ul><li>R&D </li></ul></ul></ul><ul><ul><ul><li>Quality </li></ul></ul></ul>Product Dynamics A Division of RQA, Inc.
    10. 10. Research - A Holistic Approach <ul><li>Take into account what’s already known - In other areas of the company </li></ul><ul><ul><li>Such as Consumer Affairs </li></ul></ul><ul><ul><li>Sales groups </li></ul></ul><ul><ul><li>Challenge Marketing or Statisticians to dig for information “nuggets” </li></ul></ul>Next! ….. Work Smart Product Dynamics A Division of RQA, Inc.
    11. 11. Research - A Holistic Approach <ul><li>Take into account what’s already known - External Resources </li></ul><ul><ul><li>Competitor’s realities </li></ul></ul><ul><ul><li>Association articles </li></ul></ul><ul><ul><li>Published articles </li></ul></ul><ul><ul><ul><li>Business </li></ul></ul></ul><ul><ul><ul><li>General </li></ul></ul></ul><ul><ul><ul><li>Others </li></ul></ul></ul>Next! ….. Work Smart Product Dynamics A Division of RQA, Inc.
    12. 12. Research - A Holistic Approach <ul><li>PUSH for Learning! </li></ul><ul><li>Stretch – a little </li></ul><ul><ul><li>Probe areas of concern </li></ul></ul><ul><ul><li>Stretch to understand consumers better </li></ul></ul><ul><ul><li>Don’t settle for the status quo </li></ul></ul>Finally! ….. Spend Money Wisely Product Dynamics A Division of RQA, Inc.
    13. 13. Research - A Holistic Approach <ul><li>PUSH for Learning! </li></ul><ul><li>Integrate research when possible </li></ul><ul><ul><li>Ask questions that </li></ul></ul><ul><ul><ul><li>Assist Consumer Affairs </li></ul></ul></ul><ul><ul><ul><li>Assist Marketing </li></ul></ul></ul><ul><ul><ul><li>Assist Quality </li></ul></ul></ul><ul><ul><li>Take time designing research that can gather information for all </li></ul></ul><ul><ul><li>Plan analysis to enhance understanding of the Product / Consumer equation </li></ul></ul>Finally! ….. Spend Money Wisely Product Dynamics A Division of RQA, Inc.
    14. 14. Research - A Holistic Approach <ul><li>PUSH for Learning! </li></ul><ul><li>Integrate Consumers as EARLY as POSSIBLE </li></ul><ul><ul><li>Be creative in their use </li></ul></ul><ul><ul><li>Plan out your research steps </li></ul></ul><ul><ul><li>Adjust as feedback is obtained </li></ul></ul><ul><ul><li>Hit your target sooner! </li></ul></ul>Finally! ….. Spend Money Wisely Product Dynamics A Division of RQA, Inc.
    15. 15. Research - A Holistic Approach It doesn’t have to be Let’s Talk about It!! Product Dynamics A Division of RQA, Inc.
    16. 16. Research - A Holistic Approach Thank you! Product Dynamics, Division of RQA, Inc. <ul><ul><ul><li>Product Dynamics, a Division of RQA, Inc. </li></ul></ul></ul><ul><ul><ul><li>10608 W. 163rd Place </li></ul></ul></ul><ul><ul><ul><li>Orland Park, IL 60467 </li></ul></ul></ul><ul><ul><ul><li>Ph: 708.364.7060 </li></ul></ul></ul><ul><ul><ul><li>rqa-inc.com </li></ul></ul></ul><ul><ul><ul><li>productdynamicsdivision.com </li></ul></ul></ul>

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