上游充通大￥ SHANGHAI JIAO TONG UNIVERSIT Customer Needs Example: Cordless Screwdrivers Manual SD Screw Gun 4.4v Cordless SD Cordless Drill
Customer Needs Example: Cordless Screwdrivers Manual SD Cordless SD Screw Gun Cordless Drill
上浒充通大￥ SHANGHAI JIAO TONG UNIVERSITY Mission Statement Example:Screwdriver Project Product Description A hand-held,power-assisted device for installing threaded fasteners 多 Key Business Goals >Product introduced in 4th Q of 2000 >50%gross margin >10%share of cordless screwdriver market by 2004 Primary Market >Do-it-yourself consumer Secondary Markets >Casual consumer Light-duty professional Assumptions Hand-held >Power assisted Nickel-metal-hydride rechargeable battery technology Stakeholders >User Retailer >Sales force 7 Service center > Production Legal department
Mission Statement Example: Screwdriver Project Product Description A hand-held, power-assisted device for installing threaded fasteners Key Business Goals Product introduced in 4th Q of 2000 50% gross margin 10% share of cordless screwdriver market by 2004 Primary Market Do-it-yourself consumer Secondary Markets Casual consumer Light-duty professional Assumptions Hand-held Power assisted Nickel-metal-hydride rechargeable battery technology Stakeholders User Retailer Sales force Service center Production Legal department
7三 上游充通大学 SHANGHAI JIAO TONG UNIVERSITY Step 1:Gather Raw Data from Customers ●●● Relevant Research Tools Primary Secondary Scanning Qualitative Quantitative Listening to ·Customer Visits ·Survey Research the“voice ·Focus Groups Choice Modeling of Naturalistic Observation Experimentation products" Exploring Confirming Understanding Measuring ●Sebastian Fixs0n Product Design and Development Babson/RISD
Step 1: Gather Raw Data from Customers
上游充通大粤 e SHANGHAI JIAO TONG UNIVERSITY How? Interview One to one interview in the customer's environment Typically last one to two hours Focus groups A moderator facilitates a two-hour discussion with a group of 8 to 12 customers In a special room allowing several members of the development team to observe The moderator is a professional market researcher,but a team member sometimes moderates The proceedings are usually videotaped $50 to $100 paid for the participants(customers) Total cost of a focus group is about $5000 Rental of the room Participant fees Videotaping Refreshments
How? Interview • One to one interview in the customer’s environment • Typically last one to two hours Focus groups • A moderator facilitates a two-hour discussion with a group of 8 to 12 customers – In a special room allowing several members of the development team to observe – The moderator is a professional market researcher, but a team member sometimes moderates – The proceedings are usually videotaped – $50 to $100 paid for the participants (customers) • Total cost of a focus group is about $5000 – Rental of the room – Participant fees – Videotaping – Refreshments
上游充通大￥ SHANGHAI JIAO TONG UNIVERSITY How many customer？ 100 80 60 40 20 0 5 10 15 20 25 30 Number of consumers interviewed From:Griffin,Abbie and John R.Hauser."The Voice of the Customer", Marketing Science.vol.12,no.1,Winter 1993
How many customer ?