chapter 5

Question 1

leading causes of new product failure

Answer 1

no need for new product

Question 2

the likelihood of failure is reduced if…

Answer 2

development process begins with need already identifies and proved that it is important

Question 3

3 sources to help discover needs/problems

Answer 3

1. internal records
2. direct input from technical/marketing departments
3. problem analysis

Question 4

what is the most common source of need?

Answer 4

internal records (ex: customer complaints, warranty records, sales conversations, market research reports)

Question 5

what type of source of need assesses features vs benefits?

Answer 5

problem analysis procedure

Question 6

steps for problem analysis procedure

Answer 6

1. determine category for exploration
2. focus on heavy users within that category
3. gather from them a set of problems they have –> benefits they get vs benefits they want
4. sort/rank problems and adjust based on bothersome index

Question 7

what is the bothersome index formula?

Answer 7

problem frequency * problem is bothersome

Question 8

ways to identify problems

Answer 8

1. experts
2. published sources
3. voice of customer
4. online communities

Question 9

3 ways to listen to the voice of the customer

Answer 9

1. interviews
2. focus groups (qualitative)
3. observation

Question 10

what are good questions to ask focus groups?

Answer 10

1. what is the real problem
2. attitudes towards problem
3. what benefits do you want
4. what are their problems
5. what lifestyle changes are relevant

Question 11

what is the purpose of scenario analysis?

Answer 11

find problems people dont know they have

Question 12

describe extend scenario analysis

Answer 12

focus on the steps for how a current trend will impact the future

ex: EV will increase in future –> gas cars decrease –> progress towards more sustainable goals

Question 13

describe leap scenario analysis

Answer 13

not constrained by current trends, BIG jumps into the future

ex: EV cars are trending now, in future we may see flying cars that rely only on solar panel and no one will need EV or gas cars

Question 14

what company laid out how to make brainstorming more efficient?

Answer 14

IDEO - thomas kelley

Question 15

steps to make brainstorming more efficient?

Answer 15

1. go for large quantities of judgement free ideas
2. number the ideas
3. when group runs out, suggest new direction
4. get physical with prototypes and building stuff

Question 16

what is brainsketching?

Answer 16

draw ideas instead of expressing in words

Question 17

what is speedstorming?

Answer 17

pairing up to discuss for 2-3 minutes to come up with ideas and change pairs

Question 18

what is electronic brainstorming?

Answer 18

posting idea online anonymously and discussing the idea

Question 19

what is stimuli-response?

Answer 19

use a stimulus like words, image, or analogy to spark ideas

Question 20

what is stereotyping?

Answer 20

imagine how a famous person or specific type of person would solve the problem

Question 21

what is use of the ridiculous?

Answer 21

come up with over the top ideas, once you find the craziest one work backward to make more realistic