42629 lecture 5 pt 1
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This document provides an agenda for a lecture on integrated product development that includes topics like customer research, market analysis, and forecasting. The agenda lists times for topics like a guest lecture from an interaction designer, discussions of value propositions and market descriptions, and breaks. It also includes tips for customer research like identifying different customer types at various organizational levels and how their needs can be mapped through interviews, observation, and analyzing discussions. The objective of understanding customer needs is to link them to product development and gain an advantage.
42629 lecture 5 pt 1
- 1. Integrated Product Development Customer Research, Market & Forecasting Jakob A. Bejbro Andersen jaban@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement: “Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”
- 2. Agenda for lecture 5 8:30 Customer research 9:00 Break 9:15 Guest lecture by Tobias Toft (Interaction designer at IDEO in Palo Alto) 9:45 Break 10:00 Value Proposition and Market Description 10:45 Break 11:00 Forecasting 2 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 3. Your Objective: • Convince the investor that: – There is a need for your product. – You are in unique position to address this need. – You know where to start and how to spend the money. – You will start making money soon. – You will return the investment tenfold very soon. SOLD! 3 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 4. Customer Research Linking need and product / service – gaining an advantage
- 5. Who is the customer • Customers can be easily identifiable or elusive. • This tends to relate to the maturity of the market. Market type Knowledge about Pros Cons customer Mature • Consensus reached. • Easy to get • Need for disruptive • Possibly ”locked in”. overview. innovations. • Rarely updated • References • Competition from underline big, wealthy differentiation. companies. • 2nd mover advantage New / • Unlikely to be readily • 1st mover • No track record in Reframed available. advantage. market. • Potential for uncovering • Customer • A lot of work to do. extensive, unadressed knowledge hard to • Complexity. needs replicate. 5 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 6. Customer types – who needs what? •A product’s success lies in its ability to provide value to the key stakeholders. You have to figure out… •Who uses it? (normal focus) •Who approves it? •Who purchases it? •Who sees the vision? •Who …? The happy employees of Company X 6 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 7. A ”who’s who” for Company X (B2B) Needs to create good PR for our company Has to be Board/ Strategic level Chief Executive environmentally Numbers have to Officer Only under certain add up. friendly. conditions! Head of Chief Chief External Managerial level procure- ment financial officer Operatio- nal officer energy advisor Has to interface w. other technologies. More ergonomic! Intermediate level Operations Operations manager manager Less noise! Easier to use Operational level Worker 1 Worker 2 Worker 3 7 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 8. Exercise 1 In each group map the key stakeholders for your product. Think about: •Who uses it? •Who approves it? •Who purchases it? •Who sees the vision? •Who …? 8 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 9. Mapping needs (organisational levels) •Different of organisations communicate and operate in different ways. •Sources of knowledge vary between levels. Approach 1 Approach 2 Approach 3 Approach 4 9 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 10. Mapping needs (Strategic level) •Look for reports, press releases, media coverage. •This level tends to communicate a lot. From: www.maersk.com www.ikea.com 10 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 11. Mapping needs (Managerial/Intermediate level) • Generally not the most accessible part of organisations • Look for references: What else are they buying? • Find persons with experience in the area. – Use networks organisations (Connect DK, Væksthus Hovedstaden) 11 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 12. Mapping needs (Operational level) • Interviews, observation. • Photo/Video documentation. • Surveys. • User specific fora – what is being discussed? 12 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 13. Mapping needs (over time) • The needs of the customer change over time. • The role of the product changes between different activities. • Customer Activity Cycles* (CACs) can be used to map needs over time. *(Vandermerwe, 2000) 13 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 14. Mapping needs (the CAC) Figure courtesy of Krestine Mougaard and Shin Knudsen (master thesis 2009) 14 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 15. Exercise 2 In each group write down ways of investigating and describing the needs of your stakeholders. You have big groups: Everyone should be investigating seperate leads! 15 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 16. Q? 16 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark
- 17. After the 15 minute break (at 9:15 sharp): Guest lecture on User Centered Design By Tobias Toft, Interaction designer at IDEO Live from Palo Alto, California (00:15 AM local time): www.ideo.com 17 Original material by Jakob A. Bejbro Andersen for course 42629 – Innovation and Product 2012 Development Department of Mechanical Engineering, The Technical University of Denmark