Michele zwillinger qual - 2012
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Michele Zwillinger presented a case study on how laddering research was used to help Infiniti prioritize new product features. Researchers used laddering interviews to link consumers' perceptions of potential features to underlying core values. Features were then evaluated based on how well they supported Infiniti's brand pillars and priorities. This research helped Infiniti develop its product adoption plan and identify features to include in new vehicles, such as the popular Around View Monitor. The laddering approach provided a framework to understand consumer values and guide important product decisions.
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Michele zwillinger qual - 2012
- 1. A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event 28 March 2012 Laddering Up To New Product Success: A Case Study Using Familiar Tools to Meet New Challenges Michele Zwillinger, Zwillinger Research Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
- 2. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Laddering Up to New Product Success A Case Study Using Familiar Tools to Meet New Challenges Presented by Michele Zwillinger, Zwillinger Research NewMR Qualitative Research Event March 28, 2012 Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 3. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 What is Laddering? 3/28/2012 Zwillinger Research www.zrglobal.com 4 = Why? Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 4. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Key Points Many research applications It’s simple – it’s just not easy Presentation is critical to success 3/28/2012 5Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 5. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 3/28/2012 Zwillinger Research www.zrglobal.com 6 Infiniti Product Development Case Study Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 6. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Research Objective To determine which technology features currently in or being considered for the development pipeline supported the Infiniti brand. Infiniti Advanced Feature Adoption Plan Infiniti Brand Pillars Peace of Mind R&D Brand Driving Pleasure Hospitality 3/28/2012 7Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 7. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Project Steps Report Visual output Analysis Data collection Guide Screener/Recruit Proposal Bid Discussion with client 3/28/2012 8Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 8. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Example of Concepts Used: Around View Monitor Four independent video images One overhead image of vehicle’s parking position 3/28/2012 9Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 9. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 3/28/2012 Zwillinger Research www.zrglobal.com 10 Guide Why is that important to you? (Repeat) Describe Automotive Feature Interested?/No/Why not; Yes/Benefits? Physical Consequences? Emotional Consequences? Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 10. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Data Collection 3/28/2012 Zwillinger Research www.zrglobal.com 11Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 11. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Laddering Template Feature Code: AVP – Around View Monitor Level 1 Perceived Benefit: Video cameras make blind spots more visible Level 2 Physical Consequence: Won’t back into/ destroy something Level 3 Emotional Consequence: Damage to car car (mine/someone else's) is stressful Level 4 Core Value: Peace of Mind 3/28/2012 12Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 12. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Analysis: Infiniti Feature Core Values v Accomplishment v Emotional Security v Freedom/Independence v Hedonistic Compassion v Peace of Mind v Pleasure v Self-esteem 3/28/2012 13Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 13. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 AVP Partial Spreadsheet # Perceived Benefits Physical Consequences Emotional Consequences Core Values 11 Camera more accurate than sensor Avoid hitting or running into something Easier to park Concern about other’s safety Concern about repair costs Peace of mind 13 Video cameras making blind spots more visible Won’t back into something Won’t destroy something Driving/parking easier/safer Bad back; hard to turn neck Damage to car is stressful Concerned about harming someone Peace of mind 5 Eliminates blind spot Relieves pain in neck No worry No restrictions Safety, etc. Be happy Relaxed Live life to the fullest Peace of mind+ Pleasure- 3/28/2012 14Zwillinger Research www.zrglobal.comSpeaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3
- 14. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Presentation • Charted findings • Graphic superimposed 7 Core Values over the Infiniti Brand Pillars • Diagramed how each of the 25 features supported each Pillar
- 15. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 AVP Benefits & Core Values Core Value Peace of Mind (21) Emotional Consequences Safety Less stress No injury to kids/people Concern about property damage Concern about monetary loss Physical Consequences Avoid hitting someone or something Avoid damage to own car or other car Easier/better parking - Easier/safer backing up Fewer accidents Eliminates blind spots See someone lurking around car/security in surroundings Perceived Benefits Monitor vehicle surroundings/perimeter of car Exterior cameras show blind spots 360 degree vision Overhead image
- 16. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Hospitality Hedonistic Compassion Emotional Security Peace of Mind Peace of Mind Emotional Security Self-esteem Driving Pleasure Pleasure Accomplishment Self-esteem Freedom/ Independence Relationship of Core Values to Infiniti Pillars
- 17. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Hospitality GLH PCH PKH NTD CAH ADH CTH AAP Peace of Mind PSH ROD MAH SSH CAH CTH SOD NOD CVP HDP LSH ITD AVP COD PCP NTD RTD PKH ADH ASP Driving Pleasure ASP IOD RTD NTD GLH ITD PCH COD Relating Features to Infiniti Pillars
- 18. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Research Application: Feature Prioritization Process Step 2: Weighted Evaluation Step 1: Review of each Feature Summary Ladder from the Research Breadth of Support of Core Customer Values Breadth of Emotional Consequences Clarity of Feature’s Benefit to the Consumer Appeal to Respondent (i.e. like or dislike) Result: Three Tiers of Features Emerged
- 19. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Impact on Feature Adoption Plan Research provided to Nissan Motor Limited on Infiniti Advanced Features Features in development were evaluated based on the research results, competitor assessment, feasibility and investment costs Features included in Infiniti vehicles sold in the US
- 20. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Success! Popular Mechanics 2008 Breakthrough Award-Around View Monitor Popular Science 2008 “Best of What’s New”-Around View Monitor
- 21. Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3 Contact us to continue the dialog: Michele Zwillinger, PRC Zwillinger Research +1-818-906-7562 mz@zrglobal.com www.zrglobal.com
- 22. A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event 28 March 2012 Laddering Up To New Product Success: A Case Study Using Familiar Tools to Meet New Challenges Michele Zwillinger, Zwillinger Research Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org