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    Problem Based Ideation Finding and Solving Customers Problems

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    Stella-Jebas
    It will be devoted to the most productive concept-generating system that we know—the problem-based approach of finding and solving customers’ problems. It seems obvious and easy: Ask customers what their problems are and have a scientist put together the solution! But it’s not always so simple. Just getting customers involved is often difficult. Learning their toughest problems is more difficult, partly because they often don’t know their problems very well. Many departments of a firm may be involved, not just the technical ones. You might want to glance back, which briefly depicts the problem-based approach to generating concepts, and see how problem based ideation fits in with other methods for gathering new product concepts. But ask product managers, and you’ll find that they are passionate about identifying customer problems and figuring out how to best solve them—for them, this is fun and exciting work! Think about toy companies. The most innovative ones recognize that one cannot just ask young children what problems they experience with existing toys. But watch them playing in a room with a variety of toys and observe what appears to be missing to them and what they do about it (for example, Using the box a toy car came in as a garage), and you may be on to something!

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    Problem Based Ideation Finding and Solving Customers Problems

    Uploaded by

    Stella-Jebas
    706 views15 pages
    It will be devoted to the most productive concept-generating system that we know—the problem-based approach of finding and solving customers’ problems. It seems obvious and easy: Ask customers what their problems are and have a scientist put together the solution! But it’s not always so simple. Just getting customers involved is often difficult. Learning their toughest problems is more difficult, partly because they often don’t know their problems very well. Many departments of a firm may be involved, not just the technical ones. You might want to glance back, which briefly depicts the problem-based approach to generating concepts, and see how problem based ideation fits in with other methods for gathering new product concepts. But ask product managers, and you’ll find that they are passionate about identifying customer problems and figuring out how to best solve them—for them, this is fun and exciting work! Think about toy companies. The most innovative ones recognize that one cannot just ask young children what problems they experience with existing toys. But watch them playing in a room with a variety of toys and observe what appears to be missing to them and what they do about it (for example, Using the box a toy car came in as a garage), and you may be on to something!

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    It will be devoted to the most productive concept-generating system that we know—the problem-based approach of finding and solving customers’ problems. It seems obvious and easy: Ask customers what their problems are and have a scientist put together the solution! But it’s not always so simple. Just getting customers involved is often difficult. Learning their toughest problems is more difficult, partly because they often don’t know their problems very well. Many departments of a firm may be involved, not just the technical ones. You might want to glance back, which briefly depicts the problem-based approach to generating concepts, and see how problem based ideation fits in with other methods for gathering new product concepts. But ask product managers, and you’ll find that they are passionate about identifying customer problems and figuring out how to best solve them—for them, this is fun and exciting work! Think about toy companies. The most innovative ones recognize that one cannot just ask young children what problems they experience with existing toys. But watch them playing in a room with a variety of toys and observe what appears to be missing to them and what they do about it (for example, Using the box a toy car came in as a garage), and you may be on to something!

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    706 views15 pages

    Problem Based Ideation Finding and Solving Customers Problems

    Uploaded by

    Stella-Jebas
    It will be devoted to the most productive concept-generating system that we know—the problem-based approach of finding and solving customers’ problems. It seems obvious and easy: Ask customers what their problems are and have a scientist put together the solution! But it’s not always so simple. Just getting customers involved is often difficult. Learning their toughest problems is more difficult, partly because they often don’t know their problems very well. Many departments of a firm may be involved, not just the technical ones. You might want to glance back, which briefly depicts the problem-based approach to generating concepts, and see how problem based ideation fits in with other methods for gathering new product concepts. But ask product managers, and you’ll find that they are passionate about identifying customer problems and figuring out how to best solve them—for them, this is fun and exciting work! Think about toy companies. The most innovative ones recognize that one cannot just ask young children what problems they experience with existing toys. But watch them playing in a room with a variety of toys and observe what appears to be missing to them and what they do about it (for example, Using the box a toy car came in as a garage), and you may be on to something!

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 15
    At a glance
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    The key takeaways are around methods for analyzing problems users face with products and services, and techniques for generating ideas to address those problems, such as brainstorming.

    Some methods discussed for analyzing problems include identifying heavy users, gathering problems associated with a product category, interviewing and conducting focus groups with customers, and observing how products are used.

    Some techniques mentioned for generating ideas to solve problems include brainstorming, the brainstorming circle technique, reverse brainstorming, and the Delphi method.

    Welcome to PDMA-India

    Presenter
    Jegan Jayabal, BE, MBA
    Vice President-Training, PDMA-India

    Problem-Based Ideation: Finding and Solving Customers


    Problems

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Problem-Based Concept Generation

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Problem Analysis: General Procedure
    1. Determine product or activity category for study.
    2. Identify heavy users.
    3. Gather set of problems associated with product
    category.
    Avoid omniscient proximity -- rate importance of
    benefits and levels of satisfaction.
    4. Sort and rank the problems according to severity or
    importance.

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Problem Analysis Applied to the Cell Phone
    Keeping the unit clean. Health risks?
    Breaks when I drop it. Cant cradle between ear
    Battery doesnt stay charged and shoulder.
    long enough. Antenna breaks off.
    Finding it in dark. Flip cover breaks off.
    Battery dies in mid- Disruptive instrument.
    conversation. Cant see facial/body
    Who out there hears me? language.
    Dropped calls. Rings too loud/too soft.
    Looking up numbers. Wrong numbers.
    Voice fades in and out. Fear of what ringing might
    Hard to hold. be for.

    www.fhyzics.com | [email protected] | +91 8056-000-249


    The Bother-Someness Technique of Scoring
    Problems
    A B
    List of pet owners' problems: Problem Occurs Problem is AxB
    Frequently Bothersome

    Need constant feeding 98% 21% 0.21

    Get fleas 78 53 0.41

    Shed hairs 70 46 0.32

    Make noise 66 25 0.17

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Problem Analysis: Sources and
    Methodologies
    Experts
    Published Sources
    Contacts with Your Business Customers or
    Consumers
    Interviewing
    Focus groups
    Observation of product in use
    Role playing

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Typical Questions for Problem Analysis
    Focus Groups
    What is the real problem here what if the product
    category did not exist?
    What are current attitudes and behaviors of focus group
    members toward the product category?
    What product attributes and benefits do the focus group
    members want?
    What are their dissatisfactions, problems, and unfilled
    needs?
    What changes occurring in their lifestyles are relevant to
    the product category?

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Observation and Role Playing in Problem
    Analysis
    Carmakers send their designers out to parking lots to
    watch people and how they interact with their cars (Ford
    called this gorilla research).
    Honda got insights as to how large the passenger
    compartments of their SUVs should be by observing U.S.
    families.
    Bausch and Lomb generated ideas on making contact
    lenses more comfortable by getting pairs of executives to
    act out skits in which they played the eyeball and the
    contact lens.

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Scenario Analysis
    Extending vs. leaping
    Using seed trends for an extend scenario
    Techniques:
    Follow trend people/trend areas
    Hot products
    Prediction of technological changeover
    Cross-impact analysis

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Relevance Tree Form of Dynamic Leap
    Scenario

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Wild Card Events and
    Their Consequences
    No-Carbon Policy: Global warming may cause
    governments to put high taxes on fossil fuels, shifting
    demand to alternative sources of energy. This changes
    the allocation of R&D investment toward alternative
    energy, possibly causes new energy-rich nations to
    emerge, and ultimately may lead to a cleaner
    environment for everyone.
    Altruism Outbreak: This is the random acts of kindness
    movement solve social problems rather than leaving it
    up to the government. Schools and other institutions will
    revive due to community actions, and perhaps inner cities
    would be revitalized.
    Cold Fusion: If a developing country perfects free energy,
    it becomes prosperous overnight. It gains further
    advantages by becoming an energy exporter.

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Solving the Problem
    Group Creativity Methods/Brainstorming
    Principles of Brainstorming:
    Deferral of Judgment
    Quantity Breeds Quality
    Rules for a Brainstorming Session:
    No criticism allowed.
    Freewheeling -- the wilder the better.
    Nothing should slow the session down.
    Combination and improvement of ideas.

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Brainstorming Techniques
    Brainstorming circle
    Reverse brainstorming
    Delphi method

    www.fhyzics.com | [email protected] | +91 8056-000-249


    Electronic Brainstorming
    Supported by GSS (group support systems)
    software.
    Overcomes many drawbacks of brainstorming
    (only one can talk at a time, fear of contributing,
    social loafing).
    Participants sit at networked terminals.
    Contributions are projected on screen, and also
    recorded (so no errors are made in transcription).
    Can be done over multiple sites via computer
    linkups or videoconferencing.
    Can handle larger size groups (into the
    hundreds).

    www.fhyzics.com | [email protected] | +91 8056-000-249


    www.fhyzics.com | [email protected] | +91 8056-000-249

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