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Determining Market Need (University of Chicago CCIST Innovation Seminar)

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Seyi Fabode
Seyi Fabode

Determining Market Need_Seyi Fabode CCIST Innovation Seminar University of Chicago

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Determining  Market  Need   Or  ‘Developing  Products/Services  Customers  Will  Pay  For’   ‘Seyi  Fabode   MBA  ’10   University  of  Chicago  CCIST  Innovation  Seminar   April  8,  2011  
Agenda   1.  Bio/Power2Switch   2.  What  is  customer  need?   3.  Customer  Insight     4.  What  to  measure   5.  What  customers  say   6.  What  customers  do    6.1  Customer  Experience  Mapping   7.  What  customers  make   8.  Benefits?   2  
Always  Growing,  Always  Learning   Husband/Brother   Son/Friend   Soccer   MBA   fan,   Booth   Aspiring   ‘10,  MSc   writer,   Warwick,   Garrulous   BEng   reader     FUTA   Chief  Electricity   Officer/Starter   3  
The  adventure  that’s  been  Power2Switch…   4  
What  is  Customer  Need?   5  
Bing:  A  Focus  on  Customer  Needs   6  
When  Customer  Need  is  met…   …Good  Things  Happen.   7  
Great  Things  Happen  with  Customer  Insight!   But  How?   8  
DeducIve  +  InducIve  Learning*   What  Customers  Say   What  Customers  Do   *Prof  Mohan  Sawhney,  Kellogg  School  of  Management   What  Customers  Make   9  
What  Customers  Say   -­‐   Focus  Groups    -­‐  Surveys  (P2S)    -­‐Depth  Interviews  (P2S)   10  
What  Customers  Do   -­‐   Ethnographic  surveys   -­‐   Human  Factors  Research   -­‐   Customer  Experience  Mapping   (P2S)   11  
Customer  Experience  Mapping   *MCorp  ConsulIng   12  
What  Customers  Make   -­‐   Metaphor  ElicitaIon   -­‐   Lead  user  Analysis   -­‐  Customer  toolkits   13  
Case  Studies   14  
Summary   ‘Customer  Insight  Results  in  Sales  &  Growth’   15  

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Determining Market Need (University of Chicago CCIST Innovation Seminar)

  • 1. Determining  Market  Need   Or  ‘Developing  Products/Services  Customers  Will  Pay  For’   ‘Seyi  Fabode   MBA  ’10   University  of  Chicago  CCIST  Innovation  Seminar   April  8,  2011  
  • 2. Agenda   1.  Bio/Power2Switch   2.  What  is  customer  need?   3.  Customer  Insight     4.  What  to  measure   5.  What  customers  say   6.  What  customers  do    6.1  Customer  Experience  Mapping   7.  What  customers  make   8.  Benefits?   2  
  • 3. Always  Growing,  Always  Learning   Husband/Brother   Son/Friend   Soccer   MBA   fan,   Booth   Aspiring   ‘10,  MSc   writer,   Warwick,   Garrulous   BEng   reader     FUTA   Chief  Electricity   Officer/Starter   3  
  • 4. The  adventure  that’s  been  Power2Switch…   4  
  • 5. What  is  Customer  Need?   5  
  • 6. Bing:  A  Focus  on  Customer  Needs   6  
  • 7. When  Customer  Need  is  met…   …Good  Things  Happen.   7  
  • 8. Great  Things  Happen  with  Customer  Insight!   But  How?   8  
  • 9. DeducIve  +  InducIve  Learning*   What  Customers  Say   What  Customers  Do   *Prof  Mohan  Sawhney,  Kellogg  School  of  Management   What  Customers  Make   9  
  • 10. What  Customers  Say   -­‐   Focus  Groups    -­‐  Surveys  (P2S)    -­‐Depth  Interviews  (P2S)   10  
  • 11. What  Customers  Do   -­‐   Ethnographic  surveys   -­‐   Human  Factors  Research   -­‐   Customer  Experience  Mapping   (P2S)   11  
  • 12. Customer  Experience  Mapping   *MCorp  ConsulIng   12  
  • 13. What  Customers  Make   -­‐   Metaphor  ElicitaIon   -­‐   Lead  user  Analysis   -­‐  Customer  toolkits   13  
  • 15. Summary   ‘Customer  Insight  Results  in  Sales  &  Growth’   15