1. Integrated Product Development
Customer Research, Market & Forecasting
Jakob A. Bejbro Andersen
jaban@mek.dtu.dk
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“Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product
Development Department of Mechanical Engineering, The Technical University of Denmark”
2. Agenda for lecture 5
8:30 Customer research
9:00 Break
9:15 Guest lecture by Tobias Toft
(Interaction designer at IDEO in Palo Alto)
9:45 Break
10:00 Value Proposition and Market Description
10:45 Break
11:00 Forecasting
2 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
3. Your Objective:
• Convince the investor that:
– There is a need for your product.
– You are in unique position to address this need.
– You know where to start and how to spend the money.
– You will start making money soon.
– You will return the investment tenfold very soon.
SOLD!
3 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
5. Who is the customer
• Customers can be easily identifiable or elusive.
• This tends to relate to the maturity of the market.
Market type Knowledge about Pros Cons
customer
Mature • Consensus reached. • Easy to get • Need for disruptive
• Possibly ”locked in”. overview. innovations.
• Rarely updated • References • Competition from
underline big, wealthy
differentiation. companies.
• 2nd mover
advantage
New / • Unlikely to be readily • 1st mover • No track record in
Reframed available. advantage. market.
• Potential for uncovering • Customer • A lot of work to do.
extensive, unadressed knowledge hard to • Complexity.
needs replicate.
5 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
6. Customer types – who needs what?
•A product’s success lies in its ability to
provide value to the key stakeholders.
You have to figure out…
•Who uses it? (normal focus)
•Who approves it?
•Who purchases it?
•Who sees the vision?
•Who …? The happy employees of Company X
6 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
7. A ”who’s who” for Company X (B2B)
Needs to create good
PR for our company Has to be
Board/
Strategic level Chief
Executive
environmentally
Numbers have to
Officer
Only under certain add up. friendly.
conditions!
Head of Chief Chief External
Managerial level procure-
ment
financial
officer
Operatio-
nal officer
energy
advisor
Has to interface
w. other technologies.
More ergonomic!
Intermediate level
Operations Operations
manager
manager
Less noise!
Easier to use
Operational level Worker
1
Worker
2
Worker
3
7 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
8. Exercise 1
In each group map the key
stakeholders for your product.
Think about:
•Who uses it?
•Who approves it?
•Who purchases it?
•Who sees the vision?
•Who …?
8 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
9. Mapping needs (organisational levels)
•Different of organisations communicate
and operate in different ways.
•Sources of knowledge vary between
levels.
Approach 1
Approach 2
Approach 3
Approach 4
9 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
10. Mapping needs (Strategic level)
•Look for reports, press releases,
media coverage.
•This level tends to communicate a lot.
From:
www.maersk.com
www.ikea.com
10 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
11. Mapping needs (Managerial/Intermediate level)
• Generally not the most accessible part of
organisations
• Look for references: What else are they buying?
• Find persons with experience in the area.
– Use networks organisations (Connect DK, Væksthus
Hovedstaden)
11 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
12. Mapping needs (Operational level)
• Interviews, observation.
• Photo/Video documentation.
• Surveys.
• User specific fora – what is being discussed?
12 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
13. Mapping needs (over time)
• The needs of the customer change over time.
• The role of the product changes between different
activities.
• Customer Activity Cycles* (CACs) can be used to map
needs over time.
*(Vandermerwe, 2000)
13 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
14. Mapping needs (the CAC)
Figure courtesy of
Krestine Mougaard and
Shin Knudsen (master
thesis 2009)
14 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
15. Exercise 2
In each group write down ways of
investigating and describing the
needs of your stakeholders.
You have big groups:
Everyone should be
investigating seperate leads!
15 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
16. Q?
16 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark
17. After the 15 minute break (at 9:15 sharp):
Guest lecture on User Centered Design
By Tobias Toft, Interaction designer at IDEO
Live from Palo Alto, California (00:15 AM local time):
www.ideo.com
17 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012
Development Department of Mechanical Engineering, The Technical University of Denmark