Identifying Hidden Needs: Creating Breakthrough Products PDF
Preview Identifying Hidden Needs: Creating Breakthrough Products
IDENTIFYING HIDDEN NEEDS IDENTIFYING HIDDEN NEEDS Creating Breakthrough Products KEITH GOFFIN FRED LEMKE URSULA KONERS © Keith Goffin, Fred Lemke & Ursula Koners 2010 Softcover reprint of the hardcover 1st edition 2010 978-0-230-21976-2 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6-10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. This edition published 2010 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-30531-5 ISBN 978-0-230-29448-6 (eBook) DOI 10.1057/9780230294486 This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. 10 9 8 7 6 5 4 3 2 1 19 18 17 16 15 14 13 12 11 10 Contents List of Case Studies xiv Acknowledgements xvii Preface xix About the Authors xx Copyright Material xxiii PART 1 INTRODUCTION AND TRADITIONAL METHODS OF MARKET RESEARCH 1 INTRODUCTION TO CUSTOMERS’ HIDDEN NEEDS 3 Introduction 3 Product Failure and Market Research 4 Changing Customers and Customer Needs Traditional Market Research Hidden Needs Defined 8 Definition Types of Customer Need Insights from the Kano Model The Philopsophy of Hidden Needs 10 “New” Techniques Ethnographic Market Research—Systematic Observation Box Case 1.1 Clarks—These Boots are (Really) Made for Walking 12 Ethnographic Market Research—Contextual Interviewing Box Case 1.2 Skyline Products Inc.—Making Child’s Play of Market Research 13 Repertory Grid Analysis Box Case 1.3 Equant—Repertory Grids in Practice 14 Involving the User—Lead User Technique Box Case 1.4 Cobra, Thailand—Leadership and Windsurf Boards 15 Ethical Issues 16 Using and Combining the Techniques 16 Examples of Successful Usage Survey Evidence of Usage Combining the Techniques Box Case 1.5 The Home of the Future 21 Using the Techniques in New Product Development The Structure of this Book 23 v VI CONTENTS Format of the Chapters Summary 25 Management Recommendations Recommended Reading 26 2 SURVEYS AND INTERVIEWS 27 Introduction 27 History of Surveying and Interviewing 27 Applying the Technique 29 Preparation Clarifying the Research Aims Selecting the Data Collection Method Selecting the Categories of Questions Box Case 2.1 Mexican Medications—Demographics, Attitudes and Behaviors 33 Formulating Questions Box Case 2.2 Bentley Motors Limited—Keeping the Personal Touch 36 Layout Sampling Box Case 2.3 Telefónica O2 Czech Republic—Really Listening to the Customer 40 Administration Box Case 2.4 Deutsche Telekom AG—Learning to Listen in Order to Entertain 41 Analyzing the Results 42 Analyzing Responses to Quantitative Questions Analyzing Responses to Qualitative Questions Limitations of Surveys and Interviews 44 Variations on Interviews 45 Projection Techniques Overview Applying the Technique Analysis of Projection Box Case 2.5 Scottish Schoolchildren—How Do They View the Internet? 46 Advantages and Limitations ZMET Overview Applying the Technique Analysis of ZMET Box Case 2.6 Mobile Financial Services— Barriers to Adoption 49 Advantages and Limitations Summary 50 CONTENTS VII Management Recommendations Recommended Reading 50 3 FOCUS GROUPS (AND VARIATIONS) 52 Introduction 52 History of Focus Groups 53 Applying the Technique 53 Overview Planning of Focus Groups Setting Objectives Box Case 3.1 Weatherchem—The Spice of Life in India 55 Selecting Questions Box Case 3.2 Ravensburger Spieleverlag—Cultural Preferences for Board Games 56 Selecting and Recruiting Participants Grouping of Participants Determining the Number of Focus Groups Choosing the Venue Conducting Focus Groups Practicalities Moderators Managing Interaction Materials and Techniques Observers’ Notes Box Case 3.3 Maxwell House—Understanding International Coffee Tastes 64 Analyzing the Results 64 Content Analysis Group Interaction Reporting Format Box Case 3.4 Dr. Oetker—Home-made by Mother 67 Variations on Focus Groups 68 Advantages and Limitations 69 Advantages Box Case 3.5 Coca-Cola—A Simple Matter of Taste? 69 Limitations Box Case 3.6 Target—Understanding Students’ Dormitory Life 71 Summary 71 Management Recommendations Recommended Reading 72 PART 2 NEW METHODS OF MARKET RESEARCH 4 ETHNOGRAPHIC MARKET RESEARCH 75 Introduction 75 VIII CONTENTS History of Ethnographic Market Research 76 Ethnography Emerges Ethnography Impacts Product Design Box Case 4.1 Nokia—Going to the Gemba 80 Overview of Ethnographic Market Research 81 Key Assumptions Box Case 4.2 Astra Zeneca—Studying Noncompliance 82 When Is It Appropriate? Planning Ethnographic Market Research 83 Understanding the Field—The Grand Tour Choosing the Type of Observation Access and Introductions Sampling Strategy Box Case 4.3 Panasonic—The Lady Shaver 89 Data Collection—The Ethnographic Record Field Notes Contextual Interviews Box Case 4.4 Lucci Orlandini Design— Designing for the Disabled 93 Recordings Documents Diaries and Other Data Sources Reflections Analyzing the Results 96 Data Coding Generating a Thick Description Relationships in the Data Contradictions in the Data Developing a Cultural Understanding Box Case 4.5 Sainsbury’s—Doing the Ethnographic Egyptian 103 Writing the First Thick Description Generating Hypotheses Testing Hypotheses Summarizing the Findings 106 Final Thick Description Visual Material Recognizing Implications Limitations to Consider 107 Summary 107 Management Recommendations Recommended Reading 108 5 EXAMPLE: WAREHOUSE EQUIPMENT RESEARCH 109 Introduction 109 CONTENTS IX Planning and Conducting the Research 109 Establishing the Aims The Grand Tour Type of Observation and Access Sampling Strategy Box Case 5.1 Smith & Nephew Medical Devices 112 Data Collection Field Notes Interviews Video Recordings Documents Other Sources Box Case 5.2 Repertory Grids from Warehouse Employees 116 Analysis of Data 118 Data Coding Coding of Field Notes Coding of Interviews Coding of Video Recordings Coding of Documents Reflections Relationships in the Data Contradictions in the Data Summarized Findings 123 Writing the Thick Description Implications of the Findings Conclusions 123 Summary 124 Management Recommendations 6 REPERTORY GRID TECHNIQUE 125 Introduction 125 History of Repertory Grid Technique 126 Box Case 6.1 Tourists Images of Travel Destinations 127 Applying the Technique 127 Overview Design Decisions The Sample The Elements Box Case 6.2 Air Freight Service Quality at Malaysia Airlines 135 Presentation of the Elements Eliciting Constructs Box Case 6.3 Fascia Mania—Understanding Home Owners 137 Rating the Elements Administering the Interview Box Case 6.4 Beiersdorf Skin Care—Perceptions of Eucerin 139
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