Case Study Analysis for Marketing Management.

1. Presented by Team 6:
Jasmine Dennis
Joyce Sequeira
Joylin Gonzalves
Marina Joseph
Payal Shukla

2.  Design and Innovative Consulting Firm
 HQ: Palo Alto, California, US Founded: 1991
 Founders: David Kelley, Mike Nuttall, Bill Moggridge
 Innovations: First laptop, mouse (for Apple), Palm V PDA,
TiVo video recorder
 Household items - Swiffer Sweeper, Crest Neat
Squeeze Toothpaste (for P&G)
2

3. 3
 Clients – AT&T, Bank of America, Ford Motor Company,
PepsiCo, Nike, Marriott etc.
 Design thinking based on
 Human-centered methodology
 Observational Methods:
 Deep dive: human factors team shadowing people
 Behavioral mapping: photographic log
 Camera Journals: recording visual impressions

4. 4
1. Determine data sources
 Primary data
 Secondary data
2. Decide on research approaches
 Observational research
 Focus group research
 Survey research
 Behavioral research
 Experimental research

5. 3. Develop research instruments for primary data collection
 Questionnaires
 Qualitative instruments
 Data collection devices
4. Decide on sampling plan
 Sampling unit
 Sampling size
 Sampling procedure
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6. 6
 Turned to IDEO to redesign mMode
 Primary data collected
 Scavenger hunt for actual AT&T managers in SF
 Observational Research & Research Instruments
 IDEO team videotaped AT&T team
 Brainstorming sessions and quick prototyping
 Incremental prototyping
 Relaunch of mMode within 17 weeks

7. 7
 Approached IDEO to improve customer shopping experience
 Primary data collected from actual customers
 Special type of one-on-one in-depth interview
 Questioning customers to examine actual shopping behavior
 Sampling Plan
 Performed shop-a-long with 8 women from 3 different cities
 Within 18 weeks, they came up with solution to revamp
customer experience with concierges and better facilities

8. 8
 Consulted IDEO to lure younger generations
 Data collected through primary sources: customers
 Research through focus groups (interaction with select
customers) and observations
 Data collected using questionnaires and behavior
observations
 Improvement suggestions taken through customers
 Chain owner more than satisfied; plans 25 hotel conversions

9. 9
 Research planning plays key role to make decisions
 It takes time, effort and additional costs
 Without proper planning, it would waste
 Time
 Resources
 Capital
 Loss of customers
 Done right, it would elevate your product/service

10. THANK