This document provides an overview of Linda Daly's presentation on providing voice of the customer research on a tight budget. It discusses conducting qualitative and quantitative research with fewer participants who are highly qualified and currently using the product category. It also recommends combining projects if timing and participants overlap, conducting research in context by getting into consumers' world, and being creative with research approaches and ensuring the right people provide feedback at the right time.

1. April 20th, 2012
PROVIDING VOICE OF THE CUSTOMER
ON A TIGHT BUDGET
LINDA DALY, CONSUMER OPTICS RESEARCH MANAGER
BRITAX CHILD SAFETY, INC
Your logo here

2. Texture of my background…
• Currently work with Britax Child Safety; Car
Seats, Strollers, Baby Carriers, Bike Seats
• Previously worked with Sea Ray boats; Sport
Boats, Sport Cruisers, Sport Yachts, Yachts
• HON Industries; Office Furniture, Gas and
Wood Burning Fireplaces
• Bissell; Deep Cleaners, Vacuums

3. NPD Research Process
• Qualitative research- identify customer needs-Phase 0
• Quantitative research- prioritize customer needs-Phase 1
• Ideation- design to solve for customer needs-Phase 1
• Concept Evaluation- evaluate solutions designed to address
customer needs-Phase 1
• Product Validation I- validate solution with a working prototype-
Phase 2
• Final Product Validation II- second round of customer validation-
Phase 3
• Installation trials- ease of use evaluation-Phase 3
• Customer Satisfaction- measure success-Phase 5 & 6

4. How to reduce cost and time
• Research more often
– Iterative feedback
• With fewer participants
– Highly qualified participants-currently in the moment
– Measure behavior
• Base conclusions on behavior rather than projections
• Include participants currently involved in the “category”
• Observe consumer interaction with product or service
• Use props to communicate features and function (pre-
prototype)
– If possible, combine projects
• Only if timing and participant groups overlap

5. Research in “context”
• Get into the consumers’ “world”
– What is happening in “their” surroundings?
– What is relevant to “their” experience?
– Who else is a participant in “their" experience?
• Develop Expert Panels
– Panel is recruited annually and includes only referred participants.
• Currently active in the category
• Loyal customers, dealers, outside designer, industry experts
• May or may not require compensation.
– Gratuity typically includes product "gifts‘
• Be Creative
– Be targeted
– Be sure you are listening to the right people at the right time
– Make sure they know you want “their opinion”
• You are there to learn from them

6. New Travel System
Infant Car & Stroller
OVERVIEW OF RESEARCH
ACTIVITIES

7. Exploratory Research-Phase 0
Observational Research Objectives
• To observe 3 categories of car seat safety products in the user context
– Infant car seats alone and used as part of a travel system
– Convertible car seats (forward and rear facing)
– Booster or youth seats
• To characterize unmet needs (articulated and unarticulated) of the user
• To define key product attributes for the product categories
• To highlight lifestyle trends centering on child/caregiver interactions that
impact on product choice and use

8. Infant carrier features
Ease of use After market adds Light weight
Safety concerns Great for sleeping baby

9. Infant carrier install
Accommodating base for no
fail install Securing in base click and go

10. Stroller features
Dual positions Collapsing strollers Easy fold
Universal Stroller
Compact stroller

11. Infant Safety Seats: Features parents want

12. Infant Safety Seats: Features parents want (cont’d)

13. Zoomerang web-based survey
Chaperone conducted 6.18.07and 6.19.07
Importance ratings 592 completed surveys
Household income $75,000+
Currently pregnant OR have
1= very important to me, 5 = not important - it would not play a role in my decision making process children under 3 years old
Please rate the following stroller features. (1= very important to me, 5 = not important - it would not play a role in my decision making process)
1 2 3 4 5
Single step folding process
Consumer Feature Importance Ratings 11.5%
Full lay-back recline
52.5%
40.5%
21.5%
25.5% 17.9%
6.8%
9.0%
6.9%
7.1%
Smooth ride (with suspension) 36.8% 28.7% 19.8% 9.6% 5.1%
Must haves
Child tray with beverage holder 34.8% 26.2% 19.8% 12.0% 7.3%
Fully enclosed sun canopy (clam shell design) 33.1% 30.9% 20.6% 8.4% 6.9%
Nice to haves Single foot action brake that locks both rear wheels 33.1% 31.8% 18.9% 9.5% 6.6%
Adjustable height handles 30.2% 26.2% 22.5% 14.2% 6.9%
Neutral or Not Fabric type 25.3% 32.8% 25.3% 12.7% 3.9%
important Oversized parent beverage holder large enough to hold a typical 20oz
24.0% 25.0% 24.5% 16.9% 9.6%
water bottle (larger than a 12oz can).
Upright folded storage (unit can stand on-end) 20.9% 27.4% 25.0% 15.9% 10.1%
Carry handle to carry stroller when folded 20.4% 23.8% 30.7% 18.2% 6.1%
Wheel style 20.4% 30.1% 24.8% 15.0% 9.6%
Bag hook on handle 16.0% 23.6% 27.2% 22.5% 10.6%
Fashions that match infant carrier 15.4% 19.1% 25.0% 19.6% 20.9%
Current fashion colors 14.5% 18.8% 29.6% 21.8% 15.4%
Carry bag to place stroller in (when travelling) 13.2% 11.5% 21.5% 27.4% 25.7%
Frame color 11.3% 22.3% 33.4% 20.4% 12.5%
Umbrella holder 8.8% 11.3% 21.6% 22.1% 36.1%

14. Chaperone-Ideation
Travel System
Initial Research
Concepts

15. Concept Evaluation –Phase 1
Methodology
• Focus groups conducted in Chicago August 20,
2007 and Encino August 23, 2007
– Mothers of children ages 0-3 years old or currently
pregnant
– Income level >$80,000
– 50 participants

16. Process
• Strollers were provided for participants to operate and compare the
folding mechanism of the XXX ”flat fold”, YYY “compact fold” and ZZZ “lift
and fold”
• Two-dimensional images of the Chaperone concept were used to illustrate
the design and features
• A list of product attributes of the Chaperone was provided to the
participants
• Britax was not identified as the sponsor of the Chaperone study prior to
the concept evaluation
• Participants were asked to rate the chaperone concept against their own
infant carrier and stroller

17. Chaperone images

18. Folding process

19. Concept Evaluation- Phase 1

20. Product Validation I-Phase 2
Research Objectives
• Britax is ready to validate the Britax Chaperone Travel System with the
target customer who purchases child safety systems through the current
distribution channels. The research objectives are to evaluate the
following assumptions.
– The Chaperone Travel System appeals strongly to new and expecting
parents with children <0-2 years
– The premium price of the Britax Chaperone travel System is
acceptable to the target customer group.
– The product features and design of the Chaperone Travel System are
preferred over the current alternatives on the market today.
• Validation of the side impact head piece design
• Expected weight capacity of the car seat and stroller
• Ease of fold and unfold, transport and storage
• Feature/benefit set
• Fashion and design
• Price/Value

21. Methodology
• Focus groups conducted in Encino February
25, 2008 and Chicago February 27-28, 2008
– Mothers of children ages 0-2 years old and/or
currently pregnant
– First time pregnant moms
– Income level >$100,000
– 48 participants

22. Process
• Participants were asked to evaluate the following travel systems on several
features and functions
– XXX
– YYY
– ZZZ
– Chaperone prototype
• Due to the functionality of the Prototype, the following functions were
demonstrated for the participants on all travel systems
– Installation of base to vehicle
– Installation of infant carrier to base
– Installation of infant carrier to stroller
– Folding of the stroller
• A list of product attributes of all the travel systems were provided on shelf talkers
to the participants
• Britax was not immediately identified as the sponsor of the study until the
prototype model was presented
• Participants were asked to rate the Chaperone Travel System against the top 3
systems currently on the market today

23. Product Validation I-Phase 2

24. Product Validation II-Phase 3
Research Objectives
• In February 2008 focus groups were conducted in Chicago and Encino to validate the Chaperone
prototype I
– The Chaperone rated significantly lower on ease of folding compared to the XXX and YYY
• The additional steps of lowering the handle and moving the
foot rest were considered cumbersome and awkward
– Participants also suggested making the under seat storage on the Chaperone higher and further
into the stroller, for security.
– Some parents noted that the flat area on the XXX handle fit better on the arm than the round
handles of the other infant carriers.
– In response to the findings from the first round of research, the design team made changes to
the stroller to minimize the number of steps in the folding process, improve the under seat
storage, and flatten the handle on the infant carrier for easier carrying.
• Britax is ready to re-validate the Britax Chaperone Travel System prototype II with the target
customer who purchases child safety systems through the current distribution channels. The
research objectives are to evaluate the following assumptions.
– The Chaperone Travel System appeals strongly to new and expecting parents with children <0-2
years
– The premium price of the Britax Chaperone travel System is acceptable to the target customer
group.
– The product features and design of the Chaperone Travel System are preferred over the current
alternatives on the market today.

25. Product Validation II-Phase 3

26. Shelf Talkers

27. Britax Chaperone Travel System
•Infant Carrier with True Side Impact Protection
•Rear facing: 4 to 30 pounds (32”)
•Stroller – one hand fold
• 6 months to 50 lbs.
Product Features:
• Carrier:
– True Side Impact Protection offering deep sides wings with energy absorbing foam for
optimum side impact protection and head containment.
– Quick-adjust one-hand harness and headrest adjustment
– Anti-Rebound Bar – minimizes seat movement during crash event
– Premium LATCH connectors
– Built-in vehicle belt lock-offs
– Liquid filled level indicators on both sides of carrier
• Stroller
– One hand, flat fold stroller (folds up to user)
– Adjustable handle height
– Parent tray with 2 cup holders and storage compartment
– Child tray with drink holder
– Oversize storage basket
$529.98
Britax Chaperone Travel System

28. Product Installation Trials-Phase 3

29. Customer Satisfaction-Phase 5 & 6
• First 5000 seats shipped include an invitation card to
participate in a brief customer satisfaction survey
• Incentive, $10 coupon off items available from our
web-site
• Customer completes web-based survey 30 days after
ownership
– Reason for purchase
– Evaluation of instructions, installation, fit and adjustment
of harness, quality of material, fashion and overall weight
and ease of transporting
• Likelihood of recommending the seat to a friend or
relative

30. Consumer Touch Points
Concept Evaluation–Phase 1
Product Validation–Phase 2, Phase 3
Product Installation Trials-Phase 3

31. Business to business (HON, Luxury goods (Sea Ray
Consumer Products Haworth) boats) Secrets to minimizing cost
Qualitative research- identify customer needs-Phase 0 In consumer products, draw on
participant referrals. Business to
Business and Luxury goods, draw on
dealer recruiting. This is an activity
12-18 you want a refreshed group each
participants($2,000- 10-12 participants($2,000- 10-12 participants time, but potentially they may be a
$3,500) $2,400) ($2,000-$2,400) good participant in later activities
Quantitative research- prioritize customer needs-Phase 1 Web-based survey-direct to
customer, may include multiple
qualified consumers, May take longer-rely on groups (consumer, decision maker,
minimally 300, cost of dealer network to provide designer). May tag on to "Event",
participants sample names-be brief in survey May tag on to "Event" could require a "small promotional
($2,500) ($0) AQUAPALOOZA ($0) gift"
Ideation- design to solve for customer needs-Phase 1 Include at least 50% of participants,
($10,000-$20,000) outside the internal design team.
($10,000-$20,000) ($10,000-$20,000) may may require Could include dealer network,
Includes facilitator and require participant travel participant travel designers, experts in related field,
facility expenses expenses loyal customers.
Concept Evaluation- evaluate solutions designed to address Individual-one on one
customer needs-Phase 1 interviews-may require
travel to participants site May tag on to regional
focus groups-at least 2 or remotely via internet "Event" include a May go back to previous
cities ($20,000) with and phone product related gift participants, may be able to provide
internally facilitated conversation ($400-$1,000) concepts in web-based survey/phone
Product Validation I- validate solution with a working prototype- Typically do not want to go back to
Phase 2 previous participants. May need to
focus groups-at least 2 focus groups-at least 2 focus groups-at least segment participants in groups (i.e.,
cities ($20,000) cities ($20,000) internally 2 cities ($20,000) current owners/ non-owners,
internally facilitated facilitated internally facilitated designer/customers)
Final Product Validation II- second round of customer validation- focus groups-at least 2 focus groups-at least 2 focus groups-at least Include new participants. May be
Phase 3 cities ($20,000) cities ($20,000) internally 2 cities ($20,000) eliminated, if product on target in
internally facilitated facilitated internally facilitated Validation l
Product trials- Phase 3
Depending on goal, provide product
to users to evaluate over a 1-2 week
Typically done with period and provide feedback. May
10-20 participants, Typically done with internal members, require participants to "return
participant gratuity internal members, cost cost too high product" after trial or it can it given
($1,000-$2,000) too high externally externally (or discounted to them) as gratuity.
Customer Satisfaction- measure success-Phase 5 & 6
web-based survey, include invitation
to participate "on product" at time of
First 100 participants May or may not require May or may not purchase. May rely on contact
incentive($1000) incentive require incentive information from sales data.
Total Budget * $70,000-$90,000 $42,400-62,400 $43,400-$63.400
*does not include travel expenses