BangProd #3 Identification Customer Needs

FAKULTAS REKAYASA INDUSTRI
PENGEMBANGAN PRODUK - IEH3D3

by : Budhi Yogaswara – BYG 93650004
Ully Yunita Nafizah – UYZ 17920079
Lecture Note #3
IDENTIFYING CUSTOMER NEEDS
budhiyogas@telkomuniversity.ac.id, ullyyunita@telkomuniversity.ac.id
BYG 2018 - PENGEMBANGAN PRODUK - IEH3D3 TEL U – FAK. REKAYASA INDUSTRI
CONCEPT DEVELOPMENT : FRONT END PROCESS
Mission Development
Statement Identify Establish Generate Select Plan Plan
Set Final
Customer Target Product Product Downstream
Specifications
Needs Specification Concepts Concept(s) Development
Perform Economic Analysis
Benchmark Competitive Products
Build and Test Models and Prototypes
budhiyogas@telkomuniversity.ac.id
IDENTIFYING CUSTOMER NEEDS : GOALS
Develop a
common
Ensure that no understanding
critical need is of customer
Create an missed need
archival record
Provide a fact of the needs
base for activity
Identify latent justifying the
or hidden product spec
Ensure that the needs
product is
focused on
customer need
IDENTIFICATION CUSTOMER NEEDS PROCESS
Gather Raw Organize the Reflect on

• Mission Data • Need Needs • Surveys the Process
Statement • Interviews Statements • Hierarchy • Quantified • Continuous
• Focus Groups Needs Improvement
• Observation
Define the Interpret Raw Establish
Scope Data Importance
1: DEFINE THE SCOPE OF THE EFFORT

 Use the project’s mission statement
 Brief (one sentence) description of the product
 Key business goals
 Target market(s) for the product
 Secondary market
 Assumptions that constrain the development effort (boundary, scope, limit)
 Stakeholders (end users, retailers, sales, service centers, production, legal, etc.)
MISSION STATEMENT EXAMPLE : SCREWDRIVER PROJECT

Product Description Assumptions
• A hand-held, power-assisted device for installing • Hand-held
threaded fasteners • Power assisted
• Nickel-metal-hydride rechargeable
Key Business Goals battery technology
• Product introduced in 4th Q of 2000
• 50% gross margin Stakeholders
• 10% share of cordless screwdriver market by 2004 • User
• Retailer
Primary Market • Sales force
• Do-it-yourself consumer • Service center
• Production
Secondary Markets • Legal department
• Casual consumer
• Light-duty professional
2-1: GATHER RAW DATA FROM CUSTOMERS (METHODS)

 Methods
 One-on-one interviews. discuss needs with a customer
 Focus groups (selected customers in a discussion with a moderator
 Better than one-on-one as shown in Fig 4.4 on page 57
 A moderator facilitates a discussion with a group of customers
 Typically conducted in a special room equipped with a two-way mirror allowing several members of the
development team to observe the group
 Observing the product in use : watching customers use an existing product or perform a task
for which a new product is intended can reveal important details about customer needs
 Survey
 Customer selection matrix
 Applications (industrial, household, personal) vs. customer types (user, lead user, retailer,
service center, etc.)
GATHER RAW DATA (CHOOSING CUSTOMERS)

Lead Users :
Lead users are an extremely valuable cluster of customers and potential customers who can contribute to
identification of future opportunities and evaluation of emerging concepts. Understanding these users can
provide richness of information relatively efficiently.
Customer who experience needs ahead of the majority of the market and to stand to the benefit
substantially from product innovation (Von Hippel, 1988)
• Often able to articulate their emerging needs, because they have had to struggle with the inadequacies of
existing products
• They may have already invented solutions to meet their needs
Extreme Users :
Those who use the product in unusual ways or who have special needs
• Good Grips peeler develop in response to arthritis users
• Several groups of people can be considered “the customer”
GATHER RAW DATA

HINTS FOR EFFECTIVE INTERACTIONS WITH CUSTOMERS
• Go with the flow

• Use visual stimuli
• Suppress preconceived hypotheses about the product technology
• Have the customer demonstrate the product and/or typical tasks
related to the product
• Be alert for surprises
• Watch for nonverbal information
GATHER RAW DATA

DOCUMENTING INTERACTIONS WITH CUSTOMERS
How Many Customers?
• Audio recording 100
• Notes
Percent of Needs Identified

80
• Video recording
• Still photography 60
One-on-One Interviews (1 hour)
Focus Groups (2 hours)

40
20
0
0 1 2 3 4 5 6 7 8 9 10
Number of Respondents or Groups
From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”, Marketing
Science. vol. 12, no. 1, Winter 1993.
2-2 : ART OF ELICITING NEED DATA FROM CUSTOMER
 Go with the flow

 Use existing and competitor’s products, or other stimuli
 Suppress pre-conceived hypotheses about the product technology
 Have the customer demonstrate the product and/or typical tasks related to the
product
 Be alert for surprises and the expression of latent (non-articulated) needs
 Watch for nonverbal information (comfort, image, or style)
CUSTOMER NEEDS EXAMPLE : CORDLESS SCREWDRIVERS
VISUAL INFORMATION EXAMPLE : BOOK BAG DESIGN
2-3 : DOCUMENTING INTERACTIONS WITH CUSTOMER

 Customer statements, accompanied with the documentation methods
 Audio recording
 Notes
 Video recording
 Still photography
3 : INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

Guidelines
 Express the need in terms of what the product has to do, not in terms of how it
might do it.
 Express the need as specifically as the raw data
 Use positive, not negative phrasing.
 Express the need as an attribute of the product
 Avoid the words must and should.
INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

Customer needs are expressed as written statements and are the result of
interpreting the need underlying the raw data gathered from the customers
• Express the needs in term of what the product has to do,

not in term of how it might do it
• Express the needs as specifically as the raw data
• Use positive, not negative, phasing
• Express the need as an attribute of the product
• Avoid the word must and should
INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

GUIDELINE CUSTOMER STATEMENT NEED STATEMENT-WRONG NEED STATEMENT-RIGHT
What Not How “Why don’t you put protective shields The screwdriver battery contacts The screwdriver battery is protected
around the battery contacts?” are covered by a plastic sliding from accidental shorting.
door.
“I drop my screwdriver all the time.” The screwdriver is rugged. The screwdriver operates normally
Specificity after repeated dropping.
“It doesn’t matter if it’s raining, I still The screwdriver is not disabled by The screwdriver operates normally
Positive Not Negative need to work outside on Saturdays.” the rain. in the rain.
“I’d like to charge my battery from An automobile cigarette lighter The screwdriver battery can be
Attribute of the Product adapter can charge the screwdriver charged from an automobile
my cigarette lighter.”
battery. cigarette lighter.
Avoid “Must” and “I hate it when I don’t know how much The screwdriver should provide an The screwdriver provides an
“Should juice is left in the batteries of my indication of the energy level of indication of the energy level of
cordless tools.” the battery. the battery.
ORGANIZE THE NEEDS INTO A HIERARCHY

Large number of detailed needs is awkward to work with and difficult to
summarize for use in subsequent development activities → needs organize
• Write each need statement

• Eliminate redundant statements
• Group the cards according to the similarity of the needs they express
• Choose a label for each group
• Review
ORGANIZE THE NEEDS INTO A HIERARCHY

1. The SD power is convenient:
➢ The SD is easy to recharge
➢ The SD can be used while recharging
➢ The SD recharges quickly
➢ The SD batteries are ready to use when new
2. The SD lasts a long time
➢ The SD tip survives heavy use
➢ The SD can be hammered
➢ The SD can dropped from a ladder without damage
3. The SD is easy to store
➢ The SD fits in a toolbox easily
➢ The SD can be charge while in storage
➢ The SD resists corrosion when left outside or in damp places
ESTABLISH THE RELATIVE IMPORTANCE OF THE NEEDS

Two basic approaches:
1. Relying on the consensus of the team members based on their experience
with customers
2. Importance assessment on further customer surveys
REFLECT ON THE RESULTS AND THE PROCESS
How might we improve the process in

future efforts ?
PERCEPTUAL MAPS
 Represent the position of products on a set of primary customer needs.
 Perceptual mapping is a graphics technique used that attempts to visually display
the perceptions of customers or potential customers.
 Intuitive Maps (judgmental or consensus),
 Statistical procedures (clustering, etc)
How to understand and interpret perceptual maps
Perceptual maps are designed to provide a visual summary of how consumers perceive
the positioning of the different brand/product offerings in the market. In most cases, they
are relatively simple to understand and interpret and, perhaps surprisingly, they are able
to provide a significant amount of information.
PERCEPTUAL MAPS
Purposes of a perceptual map
Understanding the different roles of a perceptual map can greatly assist in the interpretation and review process.
Reason Discussion
Check reality To see how the target consumers actually perceive the various offerings and positions
Impact of campaigns To measure/track the impact of recent marketing campaigns and any other marketing mix
changes
Monitor new products To identify how well any new products have been positioned into the market
Monitor competition To monitor the impact of various competitive offerings over time
Look for gaps To assist the company identify market gap, as an input into the new product development
process
Understand segments To provide information that will help further understand different market segments
Track preference changes To track any changes in consumer preferences (and other environmental factors) over time
PERCEPTUAL MAPS
PERCEPTUAL MAPS
TYPES OF REQUIREMENTS (KANO MODEL)
☺
Satisfaction  Expected requirements (must-be) : so
basic the customer may fail to mention
revealed
them, until we fail to deliver them, their
absence is very dissatisfying → airplane
exciting
takes off
Unfulfilled  Revealed requirements : needs that the
Fulfilled customer will just assume that the product
satisfies (based on prouct positioning) →
expected
wallmart : always low price
 Exciting requirements (attractive) :
the customer will be delighted and
Dissatisfaction surprised if they are fulfilled → airplane
 meals
NEEDS TRANSLATION EXERCISE :
“Saya sering bepergian, membawa sikat gigi sering merepotkan”
“Laptop ini berat sekali, saya kesulitan membawanya”
“Tas ini sangat berharga, saya pasti kesulitan jika tas ini sampai hilang”
“Saya tidak sempat membayar listrik”
Customer statement Translated customer needs statement

“Saya sering bepergian, membawa sikat gigi sering Sikat gigi mudah dibawa dalam perjalanan
merepotkan”
“Laptop ini berat sekali, saya kesulitan membawanya” Laptop ringan
“Tas ini sangat berharga, saya pasti kesulitan jika tas ini Tas tidak mudah hilang
sampai hilang” Tas mudah ditemukan ketika “hilang”
“Saya tidak sempat membayar listrik” Pembayaran listrik yang praktis

Door Locks

BangProd #3 Identification Customer Needs

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

BangProd #3 Identification Customer Needs

Uploaded by

Copyright:

Available Formats

FAKULTAS REKAYASA INDUSTRI

PENGEMBANGAN PRODUK - IEH3D3

IDENTIFYING CUSTOMER NEEDS

CONCEPT DEVELOPMENT : FRONT END PROCESS

Perform Economic Analysis

Benchmark Competitive Products

Build and Test Models and Prototypes

IDENTIFYING CUSTOMER NEEDS : GOALS

IDENTIFICATION CUSTOMER NEEDS PROCESS

Gather Raw Organize the Reflect on

1: DEFINE THE SCOPE OF THE EFFORT

MISSION STATEMENT EXAMPLE : SCREWDRIVER PROJECT

2-1: GATHER RAW DATA FROM CUSTOMERS (METHODS)

GATHER RAW DATA (CHOOSING CUSTOMERS)

GATHER RAW DATA

• Go with the flow

GATHER RAW DATA

Percent of Needs Identified

Focus Groups (2 hours)

2-2 : ART OF ELICITING NEED DATA FROM CUSTOMER

 Go with the flow

CUSTOMER NEEDS EXAMPLE : CORDLESS SCREWDRIVERS

VISUAL INFORMATION EXAMPLE : BOOK BAG DESIGN

2-3 : DOCUMENTING INTERACTIONS WITH CUSTOMER

3 : INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

• Express the needs in term of what the product has to do,

INTERPRET RAW DATA IN TERMS OF CUSTOMER NEEDS

ORGANIZE THE NEEDS INTO A HIERARCHY

• Write each need statement

ORGANIZE THE NEEDS INTO A HIERARCHY

ESTABLISH THE RELATIVE IMPORTANCE OF THE NEEDS

REFLECT ON THE RESULTS AND THE PROCESS

How might we improve the process in

How to understand and interpret perceptual maps

TYPES OF REQUIREMENTS (KANO MODEL)

NEEDS TRANSLATION EXERCISE :

“Saya sering bepergian, membawa sikat gigi sering merepotkan”

“Laptop ini berat sekali, saya kesulitan membawanya”

“Saya tidak sempat membayar listrik”

NEEDS TRANSLATION EXERCISE :

Customer statement Translated customer needs statement

“Laptop ini berat sekali, saya kesulitan membawanya” Laptop ringan

“Saya tidak sempat membayar listrik” Pembayaran listrik yang praktis

NEEDS TRANSLATION EXERCISE :

You might also like