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DESIGN & ENGINEERING
BE-102
Naseel Ibnu Azeez.M.P
Asst. Professor,
Dept. of Mechanical Engineering,
MEA-Engineering College,
Perinthalmanna.
Email: naseel@live.com
Design & Market
Need Identification, Problem Statements, Customer Requirements
Customer Survey
Design & Market
Product Development Process
Need Identification & Problem Statement
 Finding an idea for a design requires designer to identify the needs himself, another person, or a group of people.
The act of looking at the world around you to identify these needs is called need finding.
 To help you find an idea for your design project:
 Create a list of all the things that annoy or bother the people around you. Record this bug list in your Design Notebook.
 Mind Map possible design problems, ideas, or areas of interest to you.
 Once you have found an idea for your engineering project, describe the problem by writing a problem statement.
Your problem statement must answer three questions:
What is the problem or need?
Who has the problem or need?
Why is it important to solve?
Problem Statements
 Students need an easier way to lock their lockers at school, because combination locks are hard
to unlock and often get jammed.
 School students facing health issue due to heavy weight on their shoulders while travelling to
school with school bag and lunch box.
 Teachers need a better way to erase chalkboards, because erasers are messy and don't remove
all of the chalk.
Market Survey
Entrepreneurs specialize at creating innovative ideas for new products and
services, but ideas that sound good on paper are not always good in practice.
Determining what consumers want and designing products and services that fulfil
those wants is essential to the success of a business. Businesses use market
surveys to gather information that aids in market research.
Market research describes the gathering and analysis of market data, such as consumer
preferences, trends in market prices and the presence of competing products.
Market surveys help businesses make better decisions about the types of
products and services they offer
Provide business managers with insight about their target customers
Surveys can help entrepreneurs assess the viability of new ideas
Help to realise market interest for new products
Give ideas about competing products in market
Price fixing
Why Market survey ?
Quantitative Market Survey is about getting the hard measures of
a market - market share, how many people think... , how many
people saw our advertising, how many people would buy
Qualitative Market Survey is about the softer issues exploring why people do things or think
the way they do. These types of survey are usually complementary - you might explore the
reasons why people buy in quality, then measure how important these reasons are in quant
Different types of Market Surveys
 1 – Market Investigation Surveys
What is the size and market share of the current market? Discover vital information about the growth of your market and where
you stand against the competition
 2 – Market & Customer Profiling Surveys
Find out who your customers are…and also who are NOT your customers. Why are some people not customers of your service
or product?
 3 –Purchasing Tracking Surveys
Find out more information about customers at various stages of the purchasing process and what is their opinions and
experiences so far? With this information you can also find out if and when the customer may re-purchase your product or
service.
 4 – Customer Motivation Surveys
What makes a customer go from hearing about a product or service, to being interested? And then, most importantly, what
makes them go from being interested to actually purchasing? Customer motivation to move from interest in the product to
actual purchase. Customer motivations is key to understanding customer purchases and loyalty.
 5 – Customer Expectations (& Attitudes) Surveys
Does your product or service meet your customer expectations? How do the attitudes formed by your customer about your
product, service or company as a whole enable you to improve advertising, customer purchases and loyalty?
 6 – Customer Retention Surveys
Explore the extent of consumer attitudes about your product, service or company. This is particularly poignant for any higher
priced consumer goods or specialized service which required a lengthy decision and purchasing process.
 7 – New Product Concept Analysis Surveys
Gather screening opinions and attitudes towards new product concepts. Discover potential consumers preferences, dislikes and
chances or making a purchase if the concept was to take form.
 8 – New Product Demand Surveys
Calculate approximately how much demand there is for new products or services.
 9 – Habits and Uses Surveys
Understanding usage situations, including how, when, where and why the product is used.
 10 – Product Fulfilment Surveys
Are expectations produced by advertising, packaging, and product appearance fulfilled?
Methods of Market Survey
 Offline questionnaire
 Online questionnaire
 Telephonic interview
 Direct interview with costumers
 Costumers feed back collection
 Obtaining sales data from executives and merchants
Market surveys helps to establish good marketing plan and it should contain following
information's:
 Evaluation of market segments, with clear explanation of reasons for choosing the target
market
 Identify competitive products
 Identify early product adopters
 Clear understanding of benefits of product to customers
 Estimation of the market size in terms of dollars and units sold, and market share
 Determine the breadth of the product line, and number of product variants
 Estimation of product life
 Determine the product volume/price relationships
 Complete financial plan including time to market, ten-year projection of costs and
income
Market Plan
Assume your team going to design a 3D-Printer.
How you can execute a market survey to collect relevant
information's?
Who be your focus groups ?
Is this data useful to design a 3D-Printer ? How?
“one that purchases a product or service”
“anyone who receives or uses what an individual or organization provides”
Customer is not always an End User
The Customer
The product under development defines the range of customers that a
design team must consider. Remember that the term customer implies that
the person is engaging in more than just a one-time transaction. Every
great company strives to convert each new buyer into a customer for life
by delivering quality products and services.
Design and Market: Customer Requirements Market Survey
Performance deals with what the design should do when it
is completed and in operation. Design teams do not
blindly adopt the customer requirements set determined
thus far. However, that set is the foundation used by the
design team. factors may include requirements by internal
customers or manufacturing or large retail distributors.
Performance
Quality is a complex characteristic with many aspects and definitions.
A good definition of quality for the design team is the totality of
features and characteristics of a product or service that bear on its
ability to satisfy stated or implied needs.
Quality
Elements of Quality
Features: Those characteristics that supplement a
product’s basic functions. Features are frequently used to
customize or personalize a product to the customer’s
taste.
Reliability: The probability of a product failing or
malfunctioning within a specified time period.
Durability: A measure of the amount of use one gets
from a product before it breaks down and replacement is
preferable to continued repair. Durability is a measure of
product life. Durability and reliability are closely related.
Serviceability:
Serviceability: Ease and time to repair after breakdown.
Other issues are courtesy and competence of repair
personnel and cost and ease of repair.
Perceived quality: This dimension generally is
associated with reputation. Advertising helps to
develop this dimension of quality, but it is basically
the quality of similar products previously produced
by the manufacturer that influences reputation.
Cost pertains to all monetary aspects of the design. It is a
paramount consideration of the design team. When all
other customer requirements are roughly equal, cost
determines most customers’ buying decisions. From the
design team’s point of view, cost is a result of many design
decisions and must often be used to make trade-offs
among features and deadlines.
Cost
The degree to which a product’s design and operating characteristics
meet both customer expectations and established standards. These
standards include industry standards and safety and environmental
standards.
Conformance
How a product looks, feels, sounds, tastes, and smells.
The customer response in this dimension is a matter of
personal judgment and individual preference.
This area of design is chiefly the domain of the industrial
designer, who is more an artist than an engineer. An
important technical issue that affects aesthetics is
ergonomics, how well the design fits the human user.
Aesthetics & Ergonomics
Design Attributes/Customer Requirements
Expecters:
These are the basic attributes that one would expect to see in the product, i.e., standard features. Expecters are
frequently easy to measure and are used often in benchmarking.
Spokens:
These are the specific features that customers say they want in the product. Because the customer defines the
product in terms of these attributes, the designer must be willing to provide them to satisfy the customer.
Unspokens:
These are product attributes the customer does not generally talk about, but they remain important to him or
her. They cannot be ignored. They may be attributes the customer simply forgot to mention or was unwilling
to talk about or simply does not realize he or she wants. It takes great skill on the part of the design team to
identify the unspoken requirements.
Exciters:
Often called delighters, these are product features that make the product unique and distinguish it from the
competition. Note that the absence of an exciter will not make customers unhappy, since they do not know
what is missing
List out the customer requirements
of a TV Remote.
Reference
 George E Dieter, Linda C. Schmidt- Engineering Design
 Dym, C. L., Little, P. and Orwin, E. J., Engineering Design - A Project based
introduction-Wiley
 Haik, Y. And Shahin, M. T., Engineering Design Process, Cengage Learning
 Balmer, R. T., Keat, W. D., Wise, G., and Kosky, P., Exploring Engineering, Third
Edition: An Introduction to Engineering and Design
 V.B Bhandari- Design of Machine Elements
 Donald A Norman- Living With Complexity
 Jorma Tuomaala- Creative Engineering Design
www.slideshare.net/naseelazeeniya
Design and Market: Customer Requirements Market Survey

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Design and Market: Customer Requirements Market Survey

  • 1. DESIGN & ENGINEERING BE-102 Naseel Ibnu Azeez.M.P Asst. Professor, Dept. of Mechanical Engineering, MEA-Engineering College, Perinthalmanna. Email: naseel@live.com Design & Market Need Identification, Problem Statements, Customer Requirements Customer Survey
  • 4. Need Identification & Problem Statement  Finding an idea for a design requires designer to identify the needs himself, another person, or a group of people. The act of looking at the world around you to identify these needs is called need finding.  To help you find an idea for your design project:  Create a list of all the things that annoy or bother the people around you. Record this bug list in your Design Notebook.  Mind Map possible design problems, ideas, or areas of interest to you.  Once you have found an idea for your engineering project, describe the problem by writing a problem statement. Your problem statement must answer three questions: What is the problem or need? Who has the problem or need? Why is it important to solve?
  • 5. Problem Statements  Students need an easier way to lock their lockers at school, because combination locks are hard to unlock and often get jammed.  School students facing health issue due to heavy weight on their shoulders while travelling to school with school bag and lunch box.  Teachers need a better way to erase chalkboards, because erasers are messy and don't remove all of the chalk.
  • 7. Entrepreneurs specialize at creating innovative ideas for new products and services, but ideas that sound good on paper are not always good in practice. Determining what consumers want and designing products and services that fulfil those wants is essential to the success of a business. Businesses use market surveys to gather information that aids in market research. Market research describes the gathering and analysis of market data, such as consumer preferences, trends in market prices and the presence of competing products.
  • 8. Market surveys help businesses make better decisions about the types of products and services they offer Provide business managers with insight about their target customers Surveys can help entrepreneurs assess the viability of new ideas Help to realise market interest for new products Give ideas about competing products in market Price fixing Why Market survey ?
  • 9. Quantitative Market Survey is about getting the hard measures of a market - market share, how many people think... , how many people saw our advertising, how many people would buy Qualitative Market Survey is about the softer issues exploring why people do things or think the way they do. These types of survey are usually complementary - you might explore the reasons why people buy in quality, then measure how important these reasons are in quant
  • 10. Different types of Market Surveys  1 – Market Investigation Surveys What is the size and market share of the current market? Discover vital information about the growth of your market and where you stand against the competition  2 – Market & Customer Profiling Surveys Find out who your customers are…and also who are NOT your customers. Why are some people not customers of your service or product?  3 –Purchasing Tracking Surveys Find out more information about customers at various stages of the purchasing process and what is their opinions and experiences so far? With this information you can also find out if and when the customer may re-purchase your product or service.  4 – Customer Motivation Surveys What makes a customer go from hearing about a product or service, to being interested? And then, most importantly, what makes them go from being interested to actually purchasing? Customer motivation to move from interest in the product to actual purchase. Customer motivations is key to understanding customer purchases and loyalty.  5 – Customer Expectations (& Attitudes) Surveys Does your product or service meet your customer expectations? How do the attitudes formed by your customer about your product, service or company as a whole enable you to improve advertising, customer purchases and loyalty?
  • 11.  6 – Customer Retention Surveys Explore the extent of consumer attitudes about your product, service or company. This is particularly poignant for any higher priced consumer goods or specialized service which required a lengthy decision and purchasing process.  7 – New Product Concept Analysis Surveys Gather screening opinions and attitudes towards new product concepts. Discover potential consumers preferences, dislikes and chances or making a purchase if the concept was to take form.  8 – New Product Demand Surveys Calculate approximately how much demand there is for new products or services.  9 – Habits and Uses Surveys Understanding usage situations, including how, when, where and why the product is used.  10 – Product Fulfilment Surveys Are expectations produced by advertising, packaging, and product appearance fulfilled?
  • 12. Methods of Market Survey  Offline questionnaire  Online questionnaire  Telephonic interview  Direct interview with costumers  Costumers feed back collection  Obtaining sales data from executives and merchants
  • 13. Market surveys helps to establish good marketing plan and it should contain following information's:  Evaluation of market segments, with clear explanation of reasons for choosing the target market  Identify competitive products  Identify early product adopters  Clear understanding of benefits of product to customers  Estimation of the market size in terms of dollars and units sold, and market share  Determine the breadth of the product line, and number of product variants  Estimation of product life  Determine the product volume/price relationships  Complete financial plan including time to market, ten-year projection of costs and income Market Plan
  • 14. Assume your team going to design a 3D-Printer. How you can execute a market survey to collect relevant information's? Who be your focus groups ? Is this data useful to design a 3D-Printer ? How?
  • 15. “one that purchases a product or service” “anyone who receives or uses what an individual or organization provides” Customer is not always an End User The Customer The product under development defines the range of customers that a design team must consider. Remember that the term customer implies that the person is engaging in more than just a one-time transaction. Every great company strives to convert each new buyer into a customer for life by delivering quality products and services.
  • 17. Performance deals with what the design should do when it is completed and in operation. Design teams do not blindly adopt the customer requirements set determined thus far. However, that set is the foundation used by the design team. factors may include requirements by internal customers or manufacturing or large retail distributors. Performance
  • 18. Quality is a complex characteristic with many aspects and definitions. A good definition of quality for the design team is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Quality
  • 19. Elements of Quality Features: Those characteristics that supplement a product’s basic functions. Features are frequently used to customize or personalize a product to the customer’s taste. Reliability: The probability of a product failing or malfunctioning within a specified time period. Durability: A measure of the amount of use one gets from a product before it breaks down and replacement is preferable to continued repair. Durability is a measure of product life. Durability and reliability are closely related. Serviceability: Serviceability: Ease and time to repair after breakdown. Other issues are courtesy and competence of repair personnel and cost and ease of repair. Perceived quality: This dimension generally is associated with reputation. Advertising helps to develop this dimension of quality, but it is basically the quality of similar products previously produced by the manufacturer that influences reputation.
  • 20. Cost pertains to all monetary aspects of the design. It is a paramount consideration of the design team. When all other customer requirements are roughly equal, cost determines most customers’ buying decisions. From the design team’s point of view, cost is a result of many design decisions and must often be used to make trade-offs among features and deadlines. Cost
  • 21. The degree to which a product’s design and operating characteristics meet both customer expectations and established standards. These standards include industry standards and safety and environmental standards. Conformance
  • 22. How a product looks, feels, sounds, tastes, and smells. The customer response in this dimension is a matter of personal judgment and individual preference. This area of design is chiefly the domain of the industrial designer, who is more an artist than an engineer. An important technical issue that affects aesthetics is ergonomics, how well the design fits the human user. Aesthetics & Ergonomics
  • 23. Design Attributes/Customer Requirements Expecters: These are the basic attributes that one would expect to see in the product, i.e., standard features. Expecters are frequently easy to measure and are used often in benchmarking. Spokens: These are the specific features that customers say they want in the product. Because the customer defines the product in terms of these attributes, the designer must be willing to provide them to satisfy the customer. Unspokens: These are product attributes the customer does not generally talk about, but they remain important to him or her. They cannot be ignored. They may be attributes the customer simply forgot to mention or was unwilling to talk about or simply does not realize he or she wants. It takes great skill on the part of the design team to identify the unspoken requirements. Exciters: Often called delighters, these are product features that make the product unique and distinguish it from the competition. Note that the absence of an exciter will not make customers unhappy, since they do not know what is missing
  • 24. List out the customer requirements of a TV Remote.
  • 25. Reference  George E Dieter, Linda C. Schmidt- Engineering Design  Dym, C. L., Little, P. and Orwin, E. J., Engineering Design - A Project based introduction-Wiley  Haik, Y. And Shahin, M. T., Engineering Design Process, Cengage Learning  Balmer, R. T., Keat, W. D., Wise, G., and Kosky, P., Exploring Engineering, Third Edition: An Introduction to Engineering and Design  V.B Bhandari- Design of Machine Elements  Donald A Norman- Living With Complexity  Jorma Tuomaala- Creative Engineering Design www.slideshare.net/naseelazeeniya