workshop - incorporating the voice of the customer into npd presented by paul sutherland

8/7/2019 Workshop - Incorporating the Voice of the Customer Into NPD Presented by Paul Sutherland

1/27

...incorporating the voiceof the customer into NPD


2/27

Engineering Construction Electronics / ICT Environment Chemical Pharmaceutical Biotechnical Medical

Service FMCG / Retail


3/27


4/27

StrategicMarketingPlanning

OperationalSales &

MarketingSecuringPartnerships/

Channels

PrincipalProposition

BroaderSustainableProposition

OpportunityDefinition

Technicaldefinition

MarketJustification

Marketing Processes

The path rarely walked...

Ongoing ResearchMarket TestingDesk Research

Product ResearchConcept Research

Idea Production

Research is vital at every stage of opportunity development inmanaging risk and maintaining market focus.

Different types of research should be applied at each stage


5/27

Success rate / Inherent risk of NPD

Commercial Focus

Culture/ Fear of partnering

Investment in Marketing

Communication/Access to specialist resources

Awareness/ Access to Innovation Finance

Why Ideas Fail

Copyright think M. Ltd. 2006


6/27

510

15202530

354045505560

N u m

b e r o

f S u r v i v i n g I d e a s

Cumulative time (percent )

Screening

Businessanalysis Testing

Commercialization

One successful new product

Development


7/27


8/27


Commercial Focus





Why Ideas Fail



9/27


Commercial Focus





Why Ideas Fail



10/27


Commercial Focus





Why Ideas Fail



11/27


Commercial Focus





Why Ideas Fail



12/27

Not doing research



13/27

Copyright think M. Ltd. 2006Copyright think M. Ltd. 2006

Not doing research


14/27

Not doing research



15/27
http://www.think-m.co.uk/our-services/case-studies/pan-tec.php


16/27

Retailmanager

nCastThird Party

service

InstoreMediaManagement


17/27



18/27



19/27



20/27


21/27

What needs might be metby the new product/ service?

How large is thepotential markets? Market Uncertainty

How fast will the innovationspread?

How will needs changein the future?

Will the market adoptindustry standards?

Different marketing information needs & marketingresearch tools

Reducing risk



22/27

Will the new product functionas promised?

Will the new technologymake ours obsolete? Technical Uncertainty

How fast will the innovationspread?

Will the delivery timetablebe met?

Will the vendor give highquality service?

Different marketing information needs & marketingresearch tools

Reducing risk



23/27

M o s t s a i l b o a t s h a v e a m o t o r i n -

c a s e t h e r e i s n o w i n d . A l s o t h e y

h a v e g e n e r a t o r s f o r e l e c t r i c i t y f o r

g a d g e t s o n b o a r d a n d l i g h t i n g ,

k i t c h e n e t c . S o m e s a i l b o a t s h a v e

E l e c t r i c m o t o r s w h i c h a r e v e r y

s m a l l a n d h a v e h i g h t o r q u e

c o m p a r e d t o t h e s i z e o f

c o m b u s t i o n e n g i n e s . T h e s e

e l e c t r i c e n g i n e s g e t t h e i r p o w e r

f r o m p r o p e l l e r t u r b i n e s w h e n

s a i l i n g .

S o l a r s a i l p r o v i d e s a f l e x i b l e P V s a i l t h a t c r e a t e s e l e c t r i c i t y

s t o r e d i n b a t t e r i e s f o r t h e e l e c t r i c m o t o r u s i n g e x i s t i n g

g e n e r a t o r i n f r a s t r u c t u r e .

P V c e l l s a r e i n t e g r a t e d i n t o t h e s a i l c l o t h c r e a t i n g a l a r g e P V

s u r f a c e a r e a .

P o w e r u n d e r s a i l

Game: Maintaining market focus


Can you help your company effectively explore a new perceived opportunity, manage risk and make the right decisions in a timely and cost efficient manner.

M o r e t

h a n 2 b

i l l i o n p e

o p l e l i

v e w i t h o

u t

e l e c t r i

c i t y, m

o s t i n e x t r

e m e p o

v e r t y.

I m a g i n

e a

b a g t h a

t p r o v i d

e s r e n

e w a b l e p

o w e r i n

s o l a r

t e x t i l e

s t h a t c

a n b e a

d a p t e d t o m

e e t t h e

n e e d s

o f p e o p

l e i n d

i f f e r e n

t c u l t u r

e s a n d g

l o b a l

r e g i o n

s. E n a

b l i n g t h

e w o r l

d s p o

o r e s t p

e o p l e

t o c r e a

t e a n d

o w n e n

e r g y h a

r v e s t i n

g b a g s,

u s i n g l o

c a l m a

t e r i a l s

a n d t r a

d i t i o n a

l w e a v i n

g

a n d s e w

i n g t e c

h n i q u e

s i n a n

o p e n s o

u r c e

m o d e l

.

F L A P i s

a b a g

w i t h a

d e t a c h

a b l e f l

a p c o n

t a i n i n g

a

t h i r d

g e n e r a

t i o n s

o l a r p

a n e l , a

n

L E D l i g

h t , a r

e f l e c t o

r p a n e

l s o

t h a t y

o u c a

n c r e a

t e a n i g

h t

l i g h t , a

n d a U

S B p o

r t . T h e

b a g

u s e s t h

e d y

e - s e n

s i t i s e d

s o l a r

c e l l " (

D S S C )

t e c h n

o l o g y .

Photoro roof shinglescoated with PV cells, made of amorphous silicon. Wheninstallation is complete, the PVshingles look much likeordinary roofing shingles, butthey generate electricity.

Generate electricity discretely Mounting issues Stability/ weather

performance Repair & maintenance Capital cost/ benefit Permissions Installation charges

Each PV shingle being installed on thisroof will produce 17 watts under fu ll sun,for a total system size of 1.2 kW. Theshingles mount directly on to the roof structure and take the place of asphaltshingles. The whole PV system isconnected to the utili ty grid through aninverter and produces electricity oncustomer's side of the meter.


24/27

Do you need tohave donesomething elsebefore you can usethis?

How much does itcost youve onlygot 150 credits!

Watch out forwildcards could begood..or badnews. You wontfind out until

the end.

There are a totalof 52 services/Sources/ actions tochoose from




25/27

4 concepts / 52 cards Each group is allocated one concept/ 150 Credits

Define your key market information

requirements

Obtain the information/ assistance at minimumcost. Realise wildcards at the end.

Select a spokesperson and take us through yourmarket assessment process. Give reasoning formethods and sources selected.




26/27

5 minutes explore cards 10 minutes - discuss options/ create your sequence

5 minutes Finalise / write your score sheet

5 minutes - Teams present their process/ discuss

Tip the cards are given to you in sequence




27/27

Visit our stand andgive us your businesscard

...you could winan ipod nano!

Thanks fortaking part !

workshop - incorporating the voice of the customer into npd presented by paul sutherland

Documents