2009 the holistic approach
DESCRIPTION
The economic dilemma of research-when is too much?TRANSCRIPT
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June 6-9, 2009Anaheim Convention Center
Anaheim/OC, CA
Integrated ResearchA HOLISTIC APPROACHA HOLISTIC APPROACH
Product Dynamics, division of RQA, Inc.
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Research - A Holistic Approach In the beginning…there were questions – from everywhere.In the beginning…there were questions – from everywhere.
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Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay?
Product DynamicsA Division of RQA, Inc.
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Product DynamicsA Division of RQA, Inc.
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Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.
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The Holistic Approach thinks about:
• Assessing Research Needs
• Working Smart
• Spending Money Wisely
The Holistic Approach thinks about:
• Assessing Research Needs
• Working Smart
• Spending Money Wisely
Product DynamicsA Division of RQA, Inc.
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
Assess the need -
• Don’t rush through this process – take “a minute” to understand
• How did you get here - background
• Is there more involved – think about “the Big Picture”
• What is the timeline
• Dig deeper
• Talk with others if you can
Assess the need -
• Don’t rush through this process – take “a minute” to understand
• How did you get here - background
• Is there more involved – think about “the Big Picture”
• What is the timeline
• Dig deeper
• Talk with others if you can
Product DynamicsA Division of RQA, Inc.
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
State the objective and action standards -
• Clear
• Concise
• Acknowledge the “Big Picture”
State the objective and action standards -
• Clear
• Concise
• Acknowledge the “Big Picture”
Product DynamicsA Division of RQA, Inc.
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
Justify the investment -
• Both money and time
• Will the “answer” give the project direction
• Picture the next steps
Justify the investment -
• Both money and time
• Will the “answer” give the project direction
• Picture the next steps
Product DynamicsA Division of RQA, Inc.
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Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Take into account what’s already known -
Previous Research
• Completed within the past year or two
• Within a similar product category or consumer segment
• Within different areas of the company
• Marketing• R&D• Quality
Take into account what’s already known -
Previous Research
• Completed within the past year or two
• Within a similar product category or consumer segment
• Within different areas of the company
• Marketing• R&D• Quality
Product DynamicsA Division of RQA, Inc.
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Take into account what’s already known -
In other areas of the company
• Such as Consumer Affairs
• Sales groups
• Challenge Marketing or Statisticians to dig for information “nuggets”
Take into account what’s already known -
In other areas of the company
• Such as Consumer Affairs
• Sales groups
• Challenge Marketing or Statisticians to dig for information “nuggets”
Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Product DynamicsA Division of RQA, Inc.
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Take into account what’s already known -
External Resources
• Competitor’s realities
• Association articles
• Published articles
• Business• General • Others
Take into account what’s already known -
External Resources
• Competitor’s realities
• Association articles
• Published articles
• Business• General • Others
Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Product DynamicsA Division of RQA, Inc.
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PUSH for Learning!
Stretch – a little
• Probe areas of concern
• Stretch to understand consumers better
• Don’t settle for the status quo
PUSH for Learning!
Stretch – a little
• Probe areas of concern
• Stretch to understand consumers better
• Don’t settle for the status quo
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
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PUSH for Learning!
Integrate research when possible
• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality
• Take time designing research that can gather information for all
• Plan analysis to enhance understanding of the Product / Consumer equation
PUSH for Learning!
Integrate research when possible
• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality
• Take time designing research that can gather information for all
• Plan analysis to enhance understanding of the Product / Consumer equation
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
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PUSH for Learning!
Integrate Consumers as EARLY as POSSIBLE
• Be creative in their use
• Plan out your research steps
• Adjust as feedback is obtained
• Hit your target sooner!
PUSH for Learning!
Integrate Consumers as EARLY as POSSIBLE
• Be creative in their use
• Plan out your research steps
• Adjust as feedback is obtained
• Hit your target sooner!
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
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It doesn’t have to be
Let’s Talk about It!!
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Thank you! Thank you!
Product Dynamics, Division of RQA, Inc.
Product Dynamics, a Division of RQA, Inc.10608 W. 163rd PlaceOrland Park, IL 60467Ph: 708.364.7060
rqa-inc.comproductdynamicsdivision.com