Idea Generation Flashcards
Marketing should represent the consumer during what stage?
every stage of product development
Idea Generation methods help us better understand the consumer. They allow a firm to develop a better what?
Degree of Customer Focus
What are 7 methods for idea generation? (VPCLECA)
- Voice of Customer Table (VoCT)
- Problem Detection Analysis (PDA)
- Consumer Idealized Design (CID)
- Lead-User Analysis
- Emphatic Design
- Contextual Inquiry
- Affinity Diagrams
What are the two notable aspects to the Voice of Customer table?
o When interviewing customers, think in terms of benefits rather than solutions
o Needs should be elicited in a way that fleshes out the usage context
What is the Voice of Customer Table (VoCT)?
Go out and interview customers for an exhaustive list of their desires and then put into a table.
What is Problem Detection Analysis (PDA)?
PDA requires that you ask consumers to recall their last usage of product and aspects that were bothersome.
What is the benefit to Problem Detection Analysis (PDA)?
Focuses on problems instead of benefits to customer. Problems are more episodic and specific.
What is Consumer Idealized Design (CID)?
Consumers are asked to devise their ideal product or service, with exception that design cannot violate laws of nature. Allows a firm to understand the consumer more deeply.
What is Lead-User Analysis?
Product idea originates with the consumer. The user actually develops the product, the marketer then adopts and adapts. Could be a true invention or consumer has modified an existing product. Ex. Skateboards
What is Emphatic Design?
Attempts to understand unarticulated user needs. New product ideas based on actual observation of consumer behavior to solve problems they don’t even know they have and consumer’s “work-arounds”. Observer becomes apart of the wallpaper
What is Contextual Inquiry?
An observer watches customer in action but asks questions in 1-on-1 interviews performed in context of customer’s activities.
What is an Affinity Diagram?
It takes all the ideas and helps you organize hierarchial listings of those needs. Built from bottom up and relationships among ideas are based on intuition.
What do Affinity Diagrams prevent?
“Quick-Fixes” because it creates a leap amongst ideas
What is concept engineering?
A method pioneered by marketing-oriented engineers that uses many of the steps and processes in our section on Idea Generation.
What is our goal with the affinity rationale?
To be as “data-driven” as possible so you avoid contaminating effects of your own preconceptions and biases.
