IDENTIFYING HIDDEN NEEDS Creating Breakthrough Products

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1 IDENTIFYING HIDDEN NEEDS Creating Breakthrough Products KEITH GOFFIN FRED LEMKE URSULA KONERS macmillan

2 Contents List of Case Studies Acknowledgements Preface About the Authors Copyright Material xiv xvii xix xx xxiii PART 1 INTRODUCTION AND TRADITIONAL METHODS OF MARKET RESEARCH 1 INTRODUCTION TO CUSTOMERS' HIDDEN NEEDS 3 Introduction 3 Product Failure and Market Research 4 Changing Customers and Customer Needs Traditional Market Research Hidden Needs Defined 8 Definition Types of Customer Need Insights from the Kano Model The Philopsophy of Hidden Needs 10 "New" Techniques Ethnographic Market Research Systematic Observation Box Case 1.1 Clarks These Boots are (Really) Made for Walking < 12 Ethnographic Market Research Contextual Interviewing Box Case 1.2 Skyline Products Inc. Making Child's Play of Market Research 13 Repertory Grid Analysis Box Case 1.3 Equant Repertory Grids in Practice 14 Involving the User Lead User Technique Box Case 1.4 Cobra, Thailand Leadership and Windsurf Boards 15 Ethical Issues 16 Using and Combining die Techniques 16 Examples of Successful Usage Survey Evidence of Usage Combining die Techniques Box Case 1.5 The Home of the Future 21 Using the Techniques in New Product Development The Structure of this Book 23

3 VI CONTENTS Format of the Chapters, Summary 25 Recommended Reading 26 SURVEYS AND INTERVIEWS Introduction History of Surveying and Interviewing Applying the Technique Preparation Clarifying the Research Aims Selecting the Data Collection Method Selecting the Categories of Questions Box Case 2.1 Mexican Medications Demographics, Attitudes and Behaviors Formulating Questions Box Case 2.2 Bentley Motors Limited Keeping the Personal Touch Layout Sampling Box Case 2.3 Telefonica O2 Czech Republic Really Listening to the Customer Administration Box Case 2.4 Deutsche Telekom AG Learning to Listen in Order to Entertain Analyzing the Results Analyzing Responses to Quantitative Questions Analyzing Responses to Qualitative Questions Limitations of Surveys and Interviews/ Variations on Interviews Projection Techniques Applying the Technique Analysis of Projection Box Case 2.5 Scottish Schoolchildren How Do They View the Internet? Advantages and Limitations ZMET Applying die Technique Analysis of ZMET Box Case 2.6 Mobile Financial Services Barriers to Adoption Advantages and Limitations Summary

4 CONTENTS VII ^ Recommended Reading 50 3 FOCUS GROUPS (AND VARIATIONS) Introduction History of Focus Groups Applying the Technique Planning of Focus Groups Setting Objectives Box Case 3.1 Weatherchem The Spice of Life in India Selecting Questions Box Case 3.2 Ravensburger Spieleverlag Cultural Preferences for Board Games Selecting and Recruiting Participants Grouping of Participants Determining the Number of Focus Groups Choosing the Venue Conducting Focus Groups Practicalities Moderators Managing Interaction Materials and Techniques Observers' Notes Box Case 3.3 Maxwell House Understanding International Coffee Tastes Analyzing the Results Content Analysis Group Interaction Reporting Format Box Case 3.4 Dr. Oetker Home-made by Mother Variations on Focus Groups Advantages and Limitations Advantages Box Case 3.5 Coca-Cola A Simple Matter of Taste? Limitations Box Case 3.6 Target Understanding Students' Dormitory Life Summary Recommended Reading PART 2 NEW METHODS OF MARKET RESEARCH 4 ETHNOGRAPHIC MARKET RESEARCH Introduction

5 VIII CONTENTS History of Ethnographic Market Research s 76 Ethnography Emerges Ethnography Impacts Product Design Box Case 4.1 Nokia Going to the Gemba 80 of Ethnographic Market Research 81 Key Assumptions Box Case 4.2 Astra Zeneca Studying Noncompliance 82 When Is It Appropriate? Planning Ethnographic Market Research 83 Understanding the Field The Grand Tour Choosing the Type of Observation Access and Introductions Sampling Strategy Box Case 4.3 Panasonic The Lady Shaver 89 Data Collection The Ethnographic Record Field Notes Contextual Interviews Box Case 4.4 Lucci Orlandini Design Designing for the Disabled 93 Recordings Documents Diaries and Other Data Sources Reflections Analyzing the Results 96 Data Coding Generating a Thick Description Relationships in the Data Contradictions in the Data Developing a Cultural Understanding Box Case 4.5 Sainsbury's Doing the Ethnographic Egyptian 103 Writing the First Thick Description Generating Hypotheses Testing Hypotheses Summarizing the Findings 106 Final Thick Description Visual Material Recognizing Implications Limitations to Consider 107 Summary 107 Recommended Reading 108 EXAMPLE: WAREHOUSE EQUIPMENT RESEARCH 109 Introduction 109

6 CONTENTS IX Planning and Conducting the Research > 109 Establishing the Aims The Grand Tour Type of Observation and Access Sampling Strategy Box Case 5.1 Smith & Nephew Medical Devices 112 Data Collection Field Notes Interviews Video Recordings Documents Other Sources Box Case 5.2 Repertory Grids from Warehouse Employees 116 Analysis of Data 118 Data Coding Coding of Field Notes Coding of Interviews Coding of Video Recordings Coding of Documents Reflections Relationships in the Data Contradictions in the Data Summarized Findings 123 Writing the Thick Description Implications of the Findings Conclusions 123 Summary 124 REPERTORY GRID TECHNIQUE 125 Introduction 125 History of Repertory Grid Technique 126 Box Case 6.1 Tourists Images of Travel Destinations 127 Applying the Technique 127 Design Decisions The Sample The Elements Box Case 6.2 Air Freight Service Quality at Malaysia Airlines 135 Presentation of the Elements Eliciting Constructs Box Case 6.3 Fascia Mania Understanding Home Owners 137 Rating the Elements Administering the Interview Box Case 6.4 Beiersdorf Skin Care Perceptions of Eucerin 139

7 CONTENTS Analyzing the Results * 140 The Example: Supplier Performance Analyzing a Single Grid Statistics for the Elements Statistics for the Constructs Box Case 6.5 Italian Wine Designing the Packaging 145 The Cognitive Map Analyzing a Series of Grids Collating the Constructs Identifying Key Constructs The Value of Grids Limitations to Consider 151 Summary 151 Recommended Reading 152 INVOLVING THE USER 153 Introduction 153 History of Involving the User 154 Box Case 7.1 Procter & Gamble User Generated Content and Emotion 155 Importance of User Involvement 156 Types of User Involvement Box Case 7.2 United Airlines Fashionable and Functional Uniforms 157 Timing of User Involvement Box Case 7.3 Sample U Putting the Marketing Mix on Trial 158 Lead User Technique 159 Box Case 7.4 Lego Mindstorming Better Product Ideas 160 Applying Lead User Technique Identifying Key Relevant Trends Recruiting Lead Users Conducting Workshops with Lead Users Development of Product Concepts Box Case 7.5 Nubert Speaker Factory Users as Sources of Innovation 163 Virtual Communities 163 Applying Virtual Communities Choosing Communities and Recruiting Members Practicalities Crowdsourcing 167

8 CONTENTS XI, Application Experimentation and Prototyping 168 Application Box Case 7.6 Volvo Cars American Women and the XC Advantages and Limitations 170 Advantages Cost and Time Reductions Increased Creativity High Customer Acceptance Box Case 7.7 Unconventional Films Taking the Pulse of the Movie Market 172 Improved Internal Processes Limitations Time, Effort, and Experience Required Nonrepresentative Users Techniques Do Not Apply Incremental Ideas Competitive and IP Risks Summary 174 Recommended Reading 175 CONJOINT ANALYSIS Introduction History of Conjoint Analysis of the Technique Box Case 8.1 Bentley Motors Limited Identifying Customer Preferences Applying the Technique Process Preparation Identifying Customer Needs Determining the Attribute Levels Selecting Attribute-level Combinations Box Case 8.2 IKEA Excluding Unrealistic Combinations Application Selection and Presentation of Stimuli Box Case 8.3 Bayernwerk AG Defining an Offer with Conjoint Analysis Analyzing the Results Calculating the Part-worths

9 XII CONTENTS Box Case 8.4 Motorola Talking Two-ways 191 Calculating the Utility Indices Selection of the Analysis Model Box Case 8.5 The UK Tractor Market Brand Rules OK? 193 Limitations 193 Summary 194 Recommended Reading 195 PART 3 DESIGNING BREAKTHROUGH PRODUCTS 9 COMBINING THE TECHNIQUES: DESIGNING BREAKTHROUGH PRODUCTS AND SERVICES 199 Introduction 199 From Hidden Needs to Breakthroughs 200 Key Phases Box Case 9.1 Miele Listen and Watch Teams 201 Characteristics of Breakthrough Products and Services Box Case 9.2 BlandfordConsulting Packaging the Brand 203 Managing the Exploratory Phase 204 Choosing an Appropriate Combination of Techniques Evidence for the Utility of Techniques Combining Techniques Managing the Concept Development Phase 211 Pointers from Creativity Theory Box Case 9.3 Boxer Bacon Butties, Brazilian Beer, and Branding Birmingham 212 Writing Customer Problem Statements Box Case 9.4 Fiat Iveco Testing Products to the Extreme 214 Creativity Techniques for Innovation Brainstorming and Brainwriting Left-Right Brain Alternations Attribute Association Five Ws, One H Technique TRIZ Answers to the Customer Problem Statement Box Case 9.5 Grundfos Pumping 24/7and Understanding the "Customer" 219 Summary 220 Recommended Reading CREATING A CULTURE FOCUSED ON HIDDEN NEEDS 222 Introduction 222

10 CONTENTS XIII Bosch Packaging Technology Case Stu.dy 223 Box Case 10.1 Bosch Packaging Technology Making the FXS 5100 Stand-out 223 Lessons from the Bosch Case Study The Barriers to the Hidden Needs Vision 229 The Two Barriers Box Case 10.2 Black & Decker Focusing on Breakthrough Products 231 Overcoming the Barriers Intention to Use Box Case 10.3 Audi Vorsprung durchtechnik... and Market Insights 232 Overcoming die Barriers to Effective Usage Box Case 10.4 Whirlpool Innovation Champions 235 Summary 235 Recommended Reading 236 Appendix Appendix Appendix Appendix References and Notes 242 Index 257

BERNARD O'MEARA University of Ballarat, Ballarat, Australia; Deakin University, Geelong, Victoria, Australia

THE HANDBOOK OF STRATEGIC RECRUITMENT AND SELECTION: A SYSTEMS APPROACH BY BERNARD O'MEARA University of Ballarat, Ballarat, Australia; Deakin University, Geelong, Victoria, Australia STANLEY PETZALL University