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Hannah Rogers - Qual Research - NewMR 2022.pdf

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Hannah Rogers - Qual Research - NewMR 2022.pdf

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We set traditional methods aside and approached it from a different perspective to explore ALL product design attributes that R&D teams need to focus on to deliver superiority. Using an innovate A-Map methodology, we developed a participant-centric, gamified, fast-paced approach – tapping into system 1 and system 2 thinking and delivered an unprecedented set of design rules to significantly shorten the PD lifecycle. In this session, we share precisely how we achieved it – practical lessons to help clients achieve their goals.

We set traditional methods aside and approached it from a different perspective to explore ALL product design attributes that R&D teams need to focus on to deliver superiority. Using an innovate A-Map methodology, we developed a participant-centric, gamified, fast-paced approach – tapping into system 1 and system 2 thinking and delivered an unprecedented set of design rules to significantly shorten the PD lifecycle. In this session, we share precisely how we achieved it – practical lessons to help clients achieve their goals.

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Hannah Rogers - Qual Research - NewMR 2022.pdf

  1. 1. Future thinking – Qual Innovating with Impact: Attribute Mapping Hannah Rogers Blue Yonder Research
  2. 2. Sponsors Communication
  3. 3. Future thinking – Qual Innovating with Impact: Attribute Mapping
  4. 4. ‘Nice’ doesn’t cut it in qual. Nor does ‘make it easy to use’. When we’re designing for superiority or designing for the future, we need to give R&D teams a set of technical parameters to work to. We need to translate what works for consumers practically, consciously, subconsciously, semiotically into hard and fast technical rules for superior, consumer- centric product design.
  5. 5. The brief: § Define characteristics of the future § Support internal teams looking beyond superiority now to next 5 years + § Push the boundaries for next generation of product design § Give design teams a head start on prototyping To do this, we needed to: § Consider all individual design elements/ attributes of the product § Utilise and explore stimulus inside & outside the category
  6. 6. With multiple attributes & territories to consider we set traditional methods aside & approached the challenge from a different perspective.
  7. 7. 1. Universal design rules for attributes across all three groups PRODUCT SENSORIALS PACK DESIGN PACK STRUCTURE LOW PRIORITY/ NO CHANGE NEEDED OPPORTUNITIES FOR SUPERIORITY CURRENT STRENGTHS 2. Relative importance of each attribute within each territory Start at the end – what kind of output do we need to achieve?
  8. 8. …but the future is hard to predict; cover more than one base… CARE FRAGRANCE SUSTAINABILITY Dial territories up and down as the world evolves
  9. 9. A-Map uses face to face triads or groups to identify attributes driving product perception now and in the future… 2. Define the attributes to refine: shape, size, texture, viscosity, smell, opening, closing etc. 1. Be clear on the concept: what are we creating? and repeat … 3. Select axis which reflect appeal and core concept Budget Premium
  10. 10. Budget Premium G
  11. 11. A-Map combines System 1 & System 2 thinking… 1. Map one attribute at a time; this is instinctive. 2. Probe liking and specific connotations within the axis measurements 3. Repeat System 1 § Fast § Automatic § Low effort § Intuitive System 2 § Slower § Conscious § Increased effort § Logical Interplay of both to understand decisions and trade offs
  12. 12. Choose the right stimulus; what language, colours, images, shapes, sizes, formats, tones, materials, textures, fragrances, ingredients, communicate the core territories? Use stimulus from far ranging categories with a link to similar fundamental benefits. What works now, and what can drive stretch in future?
  13. 13. Future thinking mind set Time machine task § Think about their current product now – and 10 years in the future. How has it changed to meet their needs? § Build a digital mood board - visual representation of future product using products/ images outside the category Encourage people think beyond their current experience - to look beyond immediate constraints.
  14. 14. Gamification techniques… This is a tough ask for consumers. Design tasks with their enjoyment and expression top of mind. Make it compelling – give them a mission – not too difficult or easy Measuring progress – need to map specific number of stimulus within allotted time to move to next level Multiple long/ short term aims – breaking things down; reward effort with rapid clear feedback Element of uncertainty – powerful evolutionary driver & reward seeking hormone Collaborating with others to achieve a common goal
  15. 15. Core challeneges? Keeping things moving and keeping up the pace! Focusing participants on specific attribute and ignoring colour, size etc Physically lifting/ moving the stimulus around – we got quite a workout! Sticking to time and getting through amount of attributes One of the attributes just didn’t translate – so we had to flex Coping with limitations due to Covid Ensuring high quality participants - a perfect fit for specific territories
  16. 16. Sometimes, you learn things the hard way… Movement around the room will help keep up the pace and level of energy A physical ‘test run’ is essential. Ensure all stimulus is prepared well in advance. Pre-task the session to get people into the ‘future’ focus mindset Pick the attributes which have an impact on overall perception and purchase This is complex research to manage logistically – in house locations works best To help consumers focus on attribute ONLY (not colour, size etc.) – use unbranded stimulus
  17. 17. This changed the design game for our client… § Set of design rules to significantly shorten the product development lifecycle § Comprehensive playbook for product and key category cues § Priority attribute scorecard showing key opportunities & areas of focus for maximum impact § Detailed mapping charts for all stimulus across all attributes § ‘Frankenstein’ ideal bottle mock ups!
  18. 18. Thank you for your time
  19. 19. Q & A Ray Poynter NewMR Hannah Rogers Blue Yonder Research
  20. 20. Sponsors Communication

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