In-Class Exercise (Week 6)

1. How can the concept selection methods be used to benchmark or evaluate

existing products? Perform such an evaluation for five automobiles you
might consider purchasing.
Concept selection methods can be effectively used to benchmark or evaluate existing products
by systematically comparing them against a set of criteria that are important to the user. This
approach helps in making informed decisions by objectively assessing how each product meets
the specified requirements. Below is a step-by-step method to perform such an evaluation,
illustrated with the example of five automobiles.
Let's consider five automobiles: Honda Accord, Toyota Camry, Ford Fusion, Chevrolet Malibu,
and Hyundai Sonata. The criteria and weights could be as follows (weights sum to 1 for
simplicity):
 Price: 0.2
 Fuel Efficiency: 0.2
 Safety Features: 0.15
 Comfort: 0.15
 Performance: 0.1
 Reliability: 0.1
 Technology: 0.1
1. Define Criteria and Assign Weights

Criterion Weight

Price 0.2

Fuel Efficiency 0.2

Safety Features 0.15

Comfort 0.15

Performance 0.1

Reliability 0.1

Technology 0.1

2. Rate Each Automobile

Automobile Price Fuel Efficiency Safety Features Comfort Performance Reliability Technology

Honda Accord 4 4 5 4 4 5 4
Automobile Price Fuel Efficiency Safety Features Comfort Performance Reliability Technology

Toyota Camry 4 5 5 4 4 5 4

Ford Fusion 3 4 4 4 4 4 3

Chevrolet Malibu 3 4 4 3 4 4 3

Hyundai Sonata 4 4 4 4 4 4 4

3. Calculate Weighted Scores

Automobile Weighted Score

Honda Accord 4.25

Toyota Camry 4.45

Ford Fusion 3.7

Chevrolet Malibu 3.45

Hyundai Sonata 4.0

Calculations:
For Honda Accord:
 Price: 4 * 0.2 = 0.8
 Fuel Efficiency: 4 * 0.2 = 0.8
 Safety Features: 5 * 0.15 = 0.75
 Comfort: 4 * 0.15 = 0.6
 Performance: 4 * 0.1 = 0.4
 Reliability: 5 * 0.1 = 0.5
 Technology: 4 * 0.1 = 0.4
 Total: 0.8 + 0.8 + 0.75 + 0.6 + 0.4 + 0.5 + 0.4 = 4.25
Similarly, calculate for other automobiles.
4. Compare and Select
Based on the weighted scores:
1. Toyota Camry: 4.45
2. Honda Accord: 4.25
3. Hyundai Sonata: 4.0
4. Ford Fusion: 3.7
 5. Chevrolet Malibu: 3.45
The Toyota Camry scores the highest, indicating it best meets the criteria defined for this
evaluation.

2. Propose a set of selection criteria for the choice of a battery technology for
use in a laptop computer.
.1) Energy Density
 Description: The amount of energy stored per unit volume or weight.
 Importance: Higher energy density allows for longer battery life and/or lighter
and more compact battery packs, which is crucial for portable devices like
laptops.
2) Cycle Life
 Description: The number of complete charge-discharge cycles a battery can
undergo before its capacity significantly deteriorates.
 Importance: Longer cycle life means the battery will last longer, reducing the
need for frequent replacements and improving the overall lifespan of the laptop.
3) Charge Time
 Description: The time required to fully charge the battery.
 Importance: Faster charge times are more convenient for users, allowing them
to quickly recharge their laptops and get back to work.
4) Safety
 Description: The battery's ability to operate without posing risks such as
overheating, leakage, or explosion.
 Importance: Safety is paramount to protect users and prevent damage to the
laptop and surroundings.
5) Cost
 Description: The cost of the battery technology, including production, integration,
and replacement expenses.
 Importance: Cost-effective solutions are essential to keep the overall price of the
laptop competitive and affordable for consumers.
6) Environmental Impact
 Description: The environmental footprint of the battery technology, including
materials used, manufacturing process, recyclability, and disposal impact.
  Importance: Environmentally friendly batteries contribute to sustainability and
meet regulatory and consumer demands for green products.
7) Power Output
 Description: The ability of the battery to provide consistent and sufficient power
to the laptop under various operating conditions.
 Importance: Adequate power output is essential to ensure the laptop can
perform demanding tasks without power constraints.
8) Thermal Management
 Description: The battery’s ability to manage heat during operation and charging.
 Importance: Effective thermal management prevents overheating, which can
degrade battery performance and lifespan and pose safety risks.
9) Compatibility and Form Factor
 Description: The physical dimensions and design compatibility of the battery
with the laptop’s internal architecture.
 Importance: Ensures that the battery can be easily integrated into the laptop
design without compromising space or requiring significant modifications.
10) Reliability and Performance Consistency
 Description: The ability of the battery to consistently perform well over time and
under various conditions.
 Importance: Reliability ensures that the laptop will have dependable power,
which is critical for user satisfaction and trust.

3. Perform concept screening for the four pencil holder concepts shown
below. Assume the pencil holders are for a member of a product
Criterion Weight Zip Pouch Screw Cap Clam Shell Slider

Portability 0.2 5 3 4 4

Durability 0.2 3 5 4 4
Criterion Weight Zip Pouch Screw Cap Clam Shell Slider

Capacity 0.15 4 3 4 4

Accessibility 0.15 5 3 3 4

Weight 0.1 5 4 4 4

Design and Aesthetics 0.1 4 4 4 4

Cost 0.1 5 3 4 4

Total Score 4.4 3.4 3.85 4.1

4. Repeat Exercise 3, but use concept scoring.

Thought Questions
1. How might you use the concept selection method to decide whether to
offer a single product to the marketplace or to offer several different
product options?
a) Define Criteria: First, establish criteria that are important for your decision-making
process. These could include factors like market demand, production feasibility, cost-
effectiveness, differentiation potential, and alignment with your brand strategy.

b) Generate Concepts: Generate concepts for both scenarios – offering a single product
and offering multiple product options. For a single product, focus on refining and
optimizing that one idea. For multiple options, brainstorm different variations or
extensions of the core product idea.

c) Evaluate Concepts: Evaluate each concept against the predefined criteria. Consider
aspects like market research findings, production complexities, potential revenue
streams, customer preferences, and competitive analysis.

d) Scoring and Ranking: Assign scores or rank each concept based on how well they meet
the established criteria. This can be done through various methods such as weighted
scoring, pairwise comparison, or simple scoring based on predefined thresholds.

e) Compare and Contrast: Analyze the results of the evaluation process for both scenarios.
Compare the strengths, weaknesses, opportunities, and threats associated with offering
a single product versus multiple product options.

f) Decision Making: Based on the evaluation results and your strategic objectives, make an
informed decision. If the concept selection method indicates that offering multiple
product options aligns better with your goals, then pursue that route. Conversely, if the
method suggests that focusing on a single, strong product is more advantageous, then
opt for that strategy.

g) Iterate and Refine: Continuously refine your concepts and criteria based on feedback,
market dynamics, and changing business needs. The concept selection process should
be iterative, allowing for adjustments and improvements over time.
2. How might you use the method to determine which product features should be
standard and which should be optional or add-ons?
a) Identify Customer Needs: Begin by understanding your target customers' needs,
preferences, and pain points. Conduct market research, surveys, or interviews to gather
insights into what features are essential to them and what they would be willing to pay
extra for.
b) List Potential Features: Make a list of all potential features that could be included in the
product. This list may include both core functionalities that are expected by customers
and additional features that could enhance the product's value proposition.

c) Evaluate Feature Importance: Using surveys, focus groups, or other feedback

mechanisms, assess the importance of each feature to your target market. Rank
features based on their perceived value to customers and their potential to differentiate
your product from competitors.

d) Assess Production Costs: Evaluate the production costs associated with each feature,
including materials, labor, and overhead. Determine the impact of including each feature
on the overall cost structure of the product.

e) Analyze Competitive Landscape: Analyze the features offered by competitors in the

market. Identify gaps or areas where your product can stand out by offering unique
features or by providing a better value proposition.

f) Consider Pricing Strategy: Determine how each feature affects the perceived value of
the product and how it could impact pricing. Evaluate whether certain features are better
suited as standard offerings to attract customers or as optional add-ons to generate
additional revenue.

g) Conduct Trade-off Analysis: Perform a trade-off analysis to understand the trade-offs

between including a feature as standard versus offering it as an optional add-on.
Consider factors such as market demand, production costs, pricing elasticity, and
customer willingness to pay.

h) Make Informed Decisions: Based on the evaluation of customer needs, production costs,
competitive landscape, and pricing strategy, make informed decisions about which
features should be included as standard and which should be offered as optional add-
ons.

i) Iterate and Test: Continuously monitor customer feedback, market trends, and
competitive developments to refine your product feature strategy over time. Test different
combinations of standard and optional features to optimize your product offering for
maximum customer satisfaction and profitability.
3. Can you imagine an interactive computer tool that would allow a large
group (say, 20 or more people) to participate in the concept selection
process? How might such a tool work?
a) Online Platform: The tool would be accessible through an online platform, allowing
participants to join from anywhere with internet access. This promotes inclusivity and
enables remote collaboration.

b) User Authentication: Participants would log in or authenticate themselves to access the

tool, ensuring that only authorized individuals can contribute to the concept selection
process.

c) Dashboard: Upon logging in, participants would be greeted with a dashboard displaying
an overview of the concept selection process, including the criteria being evaluated, the
concepts under consideration, and the progress made so far.

d) Concept Repository: The tool would feature a repository where all proposed concepts or
ideas are stored. Participants can view descriptions, visual representations, and other
relevant information about each concept.

e) Voting and Rating System: Participants would be able to vote and rate each concept
based on predefined criteria. The tool could employ various voting methods such as
simple thumbs up/down, star ratings, or weighted scoring.

f) Real-time Updates: The tool would provide real-time updates on the voting and rating
results, allowing participants to see how their peers are evaluating each concept. This
fosters transparency and encourages discussion and consensus-building.

g) Discussion Forum: An integrated discussion forum or chat feature would enable

participants to exchange ideas, provide feedback, ask questions, and engage in
constructive dialogue about the concepts under consideration.

h) Facilitated Decision Making: The tool could include features to facilitate decision-making
processes, such as group prioritization exercises, consensus-building activities, or
guided discussions led by a facilitator.
i) Data Analytics: The tool would collect and analyze data on participant responses,
helping to identify trends, patterns, and consensus points. This data can inform
subsequent rounds of concept selection and provide insights for decision-makers.

j) Iterative Process: The concept selection process would be iterative, allowing participants
to refine their evaluations, revisit concepts, and adapt their criteria based on feedback
and evolving insights.

k) Final Decision and Reporting: Once the concept selection process is complete, the tool
would facilitate the final decision-making stage, summarizing the results, identifying the
top-ranked concepts, and generating reports for stakeholders.

4. What could cause a situation in which a development team uses the

concept selection method to agree on a concept that then results in
commercial failure?
a) Incomplete or Biased Data: If the concept selection process relies on incomplete market
research or biased data, the chosen concept may not accurately reflect customer needs
or preferences. This could lead to the development of a product that fails to resonate
with the target market.

b) Misinterpretation of Criteria: The development team may misinterpret or misapply the

criteria used for concept evaluation. As a result, they may prioritize features or concepts
that do not align with market demand or fail to adequately differentiate the product from
competitors.

c) Overemphasis on Internal Factors: Sometimes, development teams may prioritize

internal considerations such as technical feasibility or production efficiency over external
factors like customer preferences or market trends. This can result in the development of
a product that lacks market appeal or fails to address customer pain points effectively.

d) Failure to Anticipate Competitive Response: Even if a concept is well-received during the

selection process, it may face challenges in the marketplace due to the competitive
response. If competitors quickly mimic or outmaneuver the chosen concept, it can
diminish the product's differentiation and erode its market share.

e) Changing Market Dynamics: Market conditions can change rapidly, making a concept
that was once viable no longer relevant or competitive. Failure to anticipate shifts in
 consumer behavior, emerging trends, or disruptive technologies can lead to the
commercial failure of a chosen concept.

f) Execution Challenges: Even if a concept is sound, poor execution during the

development, marketing, or distribution phases can undermine its commercial success.
Issues such as product defects, supply chain disruptions, or ineffective marketing
campaigns can hinder adoption and lead to poor sales performance.

g) Lack of Iteration and Adaptation: Successful products often undergo iteration and
adaptation based on customer feedback and market insights. If the development team
fails to iterate on the chosen concept or adapt it in response to changing market
conditions, it may struggle to maintain relevance and competitiveness over time.

h) External Factors: External factors such as economic downturns, regulatory changes, or

unforeseen events (e.g., natural disasters, pandemics) can significantly impact the
commercial success of a product, regardless of the soundness of the chosen concept.