ideo case study for marketing

Presented by Team 6:

Jasmine DennisJoyce SequeiraJoylin GonzalvesMarina JosephPayal Shukla

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BRIEF ABOUT IDEO.. Design and Innovative Consulting Firm

HQ: Palo Alto, California, USFounded: 1991

Founders: David Kelley, Mike Nuttall, Bill Moggridge

Innovations: First laptop, mouse (for Apple), Palm V PDA, TiVo video recorder

Household items - Swiffer Sweeper, Crest Neat Squeeze Toothpaste (for P&G)

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WHAT THEY DO.. Clients – AT&T, Bank of America, Ford Motor Company,

PepsiCo, Nike, Marriott etc.

Design thinking based on Human-centered methodology

Observational Methods: Deep dive: human factors team shadowing people Behavioral mapping: photographic log Camera Journals: recording visual impressions

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DEVELOPING RESEARCH PLANS

1. Determine data sources Primary data Secondary data

2. Decide on research approaches Observational research Focus group research Survey research Behavioral research Experimental research

3. Develop research instruments for primary data collection

Questionnaires Qualitative instruments Data collection devices

4. Decide on sampling plan Sampling unit Sampling size Sampling procedure

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DEVELOPING RESEARCH PLANS

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QUICK AND DIRTY PROTOTYPING: AT&T

Turned to IDEO to redesign mMode

Primary data collected Scavenger hunt for actual AT&T managers in SF

Observational Research & Research Instruments IDEO team videotaped AT&T team

Brainstorming sessions and quick prototyping Incremental prototyping

Relaunch of mMode within 17 weeks

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SHOP-A-LONGS: WARNACO

Approached IDEO to improve customer shopping experience

Primary data collected from actual customers

Special type of one-on-one in-depth interview

Questioning customers to examine actual shopping behavior

Sampling Plan Performed shop-a-long with 8 women from 3 different cities

Within 18 weeks, they came up with solution to revamp customer experience with concierges and better facilities

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INTERVIEWS: MARRIOTT Consulted IDEO to lure younger generations

Data collected through primary sources: customers

Research through focus groups (interaction with select customers) and observations

Data collected using questionnaires and behavior observations

Improvement suggestions taken through customers

Chain owner more than satisfied; plans 25 hotel conversions

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CONCLUSION Research planning plays key role to make decisions

It takes time, effort and additional costs

Without proper planning, it would waste Time Resources Capital Loss of customers

Done right, it would elevate your product/service

THANK YOU