There is an interesting management quote: Do not expect the output to change if the inputs remain the same. This is true for organisational transformation as well as transformation of the insights and analytics industry. This paper examines this aphorism in the context of volume forecasting for ecommerce launches, looked at in the specific context of a vitamin and mineral supplement launch.
This use case position "deep design" as being different from qualitative research, in the way it manifests design related output while also presenting a contrast with human-centred design in the way it uncovers eco-systems habitats, cultural norms, category discourse and religious values beyond 'user understanding'. We hope to show Deep Design not only informs the act of designing but also takes a step back to view design as a way of communicating a set of meanings and values that lie implicitly in our cultures. Only when design creation is approached with such depth will it truly be resonant and truly revolutionary.
One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.
Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific relevance at different life stages, for different lifestyles and in different cultures (e.g. emerging markets). Concerning innovation planning, designing or communication and marketing, target customers- depending on their lifestyle and cultural background- have specific requirements. As a complement to the indispensable standard segmentation tools, this presentation highlights qualitative psychological cultural and lifestyle research, allowing a particularly detailed and faceted determination of the target group. Practical research examples from Europe and Asia are showcased.
Most modern businesses have established processes in which a range of disciplines, such as ergonomics, design, business management and market research, collaborate in a structured fashion. The specification of requirements, which forms the basis of many product development processes, often has the potential end user and the context of use as its point of departure. In the process from concept development to prototyping, market launch and actual use, there are several steps in which market research can play a role. But what precise role does market research currently play? What knowledge does this profession contribute? Is it insight, validation? Or does the research function as a kind of gatekeeper, contributing to go/no-go decisions at each phase of development? To what extent is market research a full sparring partner for the management involved? In this issue of Research World we have asked a number of people involved in the development process to tell us more about product design within their organisations. What are the characteristic methods? What are the main issues? What are the trends for the near future? And what is the role of contemporary research? Can it be different; can it be better? Researchers also have their say.
Although emotional responses to product design are subjective and therefore intangible, the process underlying these emotions is lawful. There are universal principles in how emotions are elicited, and these principles also apply to emotions experienced in the realm of consumer experiences. This paper provides an introduction in how to structure emotional responses elicited by product design, how to measure them, and how to generate a language of emotion that enables designers to communicate and manage the emotional impact of new product development processes. Four types of product emotions are discussed in terms of key-parameters in the process of emotion. These four types can be used to explain the complex and often personal nature of product emotions, and support designers in their efforts to design for emotion. A non-verbal self-report instrument is reported that was designed specifically to measure the subtle and often mixed emotional response typically elicited by product design. This instrument and insights in the process of emotions should interest product designers and those involved in developing and marketing consumer products and services.
This paper utilizes the authors experience in automotive interior design development within Johnson Controls to provide insight into consumer awareness, design-related issues and vision; art and expertise, the sense of workmanship and vision of designers; and the sensitivity of a consumer driven corporation with a vision.
Synesthesia, the phenomenon of cross-modal perception, is well known in the visual and auditory realms. Recent studies show that contrary to conventional wisdom there are regular and systematic correlations between smell and vision. Smells have colours, and stronger smells have darker colours. Although learning may play a role in the formation of these associations, there is far stronger evidence for a biological basis of colour-odour synesthesia. Sensory evaluation based on synesthetic principles can optimise product design by harmonising fragrance and colour.
Product designing and pricing are two of the most important marketing decisions. Test marketing is one strategy to get better informations to evaluate the referent alternatives. Pre-test marketing evaluation is another research strategy which becomes more and more popular due to its favourable cost-time-accuracy profile. Still less expensive and time consuming are laboratory simulations based on conjoint and other decision analysis approaches such as information display matrix treatments A powerful new package of an interactive decision analysis system (IDAS) is presented. This approach amalgamates a realistic display matrix elaboration, a completely individualised conjoint analysis and some validity checks. The system develops understandable trade-offs of product features and prices on an individual level and offers opportunities for benefit segmentation. The system is interactive; within a researcher module the product area, the attributes and the levels to be analysed may be defined, within the respondent module one works through a sequence of tasks, thus delivering to the researcher the informations required. These informations allow to optimise the product features and price.