Downloaded 12 times
Uploaded byLeapFrog Strategy
Consumer Understanding for Innovation Compatibility Mode
This document discusses the importance of consumer understanding for innovation. It argues that consumer understanding is critical for success in new product development and innovation. There are different levels of consumer understanding - from basic due diligence information to deeper consumer insights and intimacy. True innovation comes from intimate understanding of consumers' life experiences and latent needs. The goal is to move from product propositions to meaningful consumer propositions. Consumer understanding is essential across the innovation process from development research to validation.
More Related Content
Similar to Consumer Understanding for Innovation Compatibility Mode
Consumer Understanding for Innovation Compatibility Mode
- 1. Consumer Understanding for Innovation A presentation to Microsoft India October 2010
- 2. The Debate Consumer &Market Research Consumer & Market Research • Helpful • Misleading • Required • Time wasting • A must • Consumers don’t know what • To know what consumers they want want • Willing to take risks • Risk reduction Follow the Consumer Lead the Consumer
- 3. Beyond Debate Consumer Understandingis critical for success - in NPD & Innovation
- 4. What do wemean by Innovation? A new (way) that creates economic value for the business
- 5.
- 6. What sets themapart? All are based upon a powerful concept or idea
- 7.
- 8. Example 1: TwoWheelers A new kind of a 2 - wheeler Scooterette New model of a motor-bike or scooter
- 9. Example 2: Dishwash products Vacuum-based Suction device for dish cleaning Dish wash paste Dish wash liquid A new variant of a dish wash bar
- 10. Example 3 :Books E- Book Audio Book A new genre of book in paper back or hard back
- 11. The kind ofconsumer understanding we need - depends upon the kind of product we are aiming to create
- 12. The Task Design anew kind of word-processing software
- 13. Consumer Understanding: Due Diligence Information Consumer profile Usage behavior Choice criteria Preferences Segmentation Performance benchmarking
- 14. Consumer Understanding: Insights Deeper probing into the real Motivations and cultural software behind consumer choice Searching for Latent needs
- 15. Consumer Understanding: Intimacy Intimate appreciation of Consumer life space, product experience and context
- 16. Levels of ConsumerUnderstanding Due diligence Information Stated need gaps from the product category/brand Consumer Insight Deeper probe into the real motivations and cultural software driving choice Consumer Intimacy Intimate appreciation of the consumer’s life space and product experience context – to identify next gen problems and solutions and dream up new concepts
- 17. The Product DevelopmentPuzzle The consumer faces a problem. The product development team has identified it. They design and make a technically superior product to current options. Would the consumer immediately want to buy it to replace their current option?
- 18. The Irrationality ofHuman Choices “Perceived to be superior” – the effect of framing / positioning “Habit / inertia” – the effect of the comfort zone “Price-value equation” – the effect of money and budget Management pressures “Peer group and social conformity” – demonstration effect Pleasure, delight, relationships – the effect of non performance factors
- 19. From Product Proposition >>To Consumer Proposition
- 20. From Consumer Understandingfor Product Development – Development Research To Consumer Validation of product concept and marketing mix – Validation Research
- 21. Consumer Understanding forInnovation Information Insight Intimacy Imagination Implementation
- 22. The Debate Consumer &Market Research Consumer & Market Research • Helpful • Misleading • Required • Time wasting • A must • Consumers don’t know what • To know what consumers they want want • Willing to take risks • Risk reduction Follow the Consumer Lead the Consumer
- 23.