voc marketing management - cognition cockpit
DESCRIPTION
Cognition Cockpit is a Web 2.0 enterprise system for enabling your Product Development Process (PDP) by combining Requirements Management, VOC Management, FMEA/Risk Management, V&V/Test Management, and Cost Management into a single Unified Model. Global customers include Becton Dickinson, Boston Scientific, Cummins, Faurecia, Honeywell, Lockheed, Medtronic, Motorola, Pratt & Whitney, Raytheon IDS, Raytheon Missile Systems, St. Jude Medical, Tetra Pak, Thales, and many others.TRANSCRIPT
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Bottom Line
Your interviews are your investment Clear, weighted, market requirements are your return
Getting there: Preparing Interview Guides Conducting them Managing the responses Ingesting the results Consolidating the opinions Getting to clear statements of Need Assessing, voting and Ranking them…
IT’S ALL A BIT TRICKY and TIME CONSUMING
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Bottom Line
Does it really have to be this hard?
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Bottom Line
Cognition is well respected in Industry for its Requirements Definition capability
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Cockpit Guides You Through Your Interview Process
Use one of many Cockpit templates to guide you through
Interview Guide creation and
response processing.
Use one of many Cockpit templates to guide you through
Interview Guide creation and
response processing.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Interview Guide Preparation
Step by step instructions in
the template will lead you through
the process.
Step by step instructions in
the template will lead you through
the process.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Click on the link and MS Word is loaded so you can write your interview topics
and questions.
Click on the link and MS Word is loaded so you can write your interview topics
and questions.
Interview Guide Preparation
Copyright © 2010 Cognition Corporation - http://www.cognition.us
We’ve met with two customers so far.
Now we’re importing the third interview results.
We’ve met with two customers so far.
Now we’re importing the third interview results.
Importing Results
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Summarizing Results
The Cockpit organizes the results automatically. Here are the customer
responses grouped by question.
The Cockpit organizes the results automatically. Here are the customer
responses grouped by question.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Looking for Trends
Slice and dice the results by geography,
etc. Cockpit has a built in DataCube tool for exploring results.
Slice and dice the results by geography,
etc. Cockpit has a built in DataCube tool for exploring results.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Affinity Grouping
Step 5. Consolidate customer inputs.For this, you can
use any technique you like. We have a
built in “affinity grouping” tool.
Step 5. Consolidate customer inputs.For this, you can
use any technique you like. We have a
built in “affinity grouping” tool.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Electronic Sticky Notes
The affinity grouping tool is an electronic rendition of Sticky
Notes. The Cockpit creates them, and your
team drags them around into groups.
The affinity grouping tool is an electronic rendition of Sticky
Notes. The Cockpit creates them, and your
team drags them around into groups.
Interview results on the right get grouped into summary
groups on the left.
Interview results on the right get grouped into summary
groups on the left.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Consolidated Market Statements
After learning all you can from the
interview results, your key findings and bottom line
market “statements” are documented
automatically.
After learning all you can from the
interview results, your key findings and bottom line
market “statements” are documented
automatically.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Bottom Line VOC that will Guide Development
Getting a return on your investment. Using another Cockpit template (or your
own), those market discoveries are translated into bottom line VOC that you
will use to communicate with Engineering.
Getting a return on your investment. Using another Cockpit template (or your
own), those market discoveries are translated into bottom line VOC that you
will use to communicate with Engineering.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Prioritized and Ranked – Driven by the Data
Ranking the VOC is a big part of your
communication with Engineering. Step 3
of this template offers a voting
technique to do this efficiently.
Ranking the VOC is a big part of your
communication with Engineering. Step 3
of this template offers a voting
technique to do this efficiently.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Deliverable done with Traceability Going Forward
The result of your all your work and voting is complete and fully documented. Export to MS Word with one
click if needed.
The result of your all your work and voting is complete and fully documented. Export to MS Word with one
click if needed.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Cockpit - a unified model for product development
Need Cockpit Others
VOC Management X
Requirements Management X X
Test Management (V&V) X
Critical Parameter Mgt X
Risk Management X
Functions cannot be isolated;department tools cannot be isolated;
and your requirements cannot be isolated.
The Cockpit is the one system thatbrings them all together—satisfying the needs of
your hardware, software and process development groups.
In the end…In the end…
Where, ease of use and ease of deployment are key:• One environment• One database• One interface• One price• One installation• One partner
Where, ease of use and ease of deployment are key:• One environment• One database• One interface• One price• One installation• One partner
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Companies need a Single Unified Model that handles all of it – a system for capturing, tracing, and managing all the product development data of their world.
Companies need a Single Unified Model that handles all of it – a system for capturing, tracing, and managing all the product development data of their world.
Our conclusion
Single Unified ModelSingle Unified Model
Where the “lines” are even more important than the “circles.”Where the “lines” are even more important than the “circles.”
Copyright © 2010 Cognition Corporation - http://www.cognition.us
DevelopmentProject
Marketing
SystemsEngineering
SubjectMatterExperts Design
Standards/Regulations
Quality
SupplyChain
MFG
Risk
FinanceUsers
Cockpit - a unified model for product development
Copyright © 2010 Cognition Corporation - http://www.cognition.us
RIGHT PRODUCT
QUALITY/PERFORMANCE
TIME TO MARKET
COMPLIANCE
We address:
With the Unified Model, where: Everything is connected
Everything is indexed
Everything is templated
Cockpit - a unified model for product development
Copyright © 2010 Cognition Corporation - http://www.cognition.us
The Cockpit is the go-to place for product development
A major competitive advantage.A major competitive advantage.
Copyright © 2010 Cognition Corporation - http://www.cognition.us
Cockpit - a unified model for product development
Start with a pilot.
Your users will embrace it like nothing you’ve seen before.
Cognition Corporation213 Burlington Road, Suite 109
Bedford, MA 01730http://www.cognition.us
[email protected] x241