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Pass the Baton: Rethinking Concept Testing to Innovate with CustomersNovember 5th, 2013
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Agenda
1 How to provide structure to develop customer solutions
2 When to incorporate customer input to reduce risk
3 How to quickly and cost-efficiently evaluate customer input
4 Pitfalls to avoid in the process
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ORC International is a leading global research firm with offices across the U.S., Europe and Asia Pacific. We offer a platform of integrated intelligence that combines traditional and forward-thinking methodologies, technology, industry expertise, and skilled research professionals to provide clients with the most comprehensive foundation for providing actionable insight to solve their most pressing business challenges worldwide.
Princeton Boston Chicago Cincinnati Maumee Minneapolis New York Reno London Manchester Melbourne
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About ORC International
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The Landscape
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Customer Expectations Have Risen
• A new generation with totally different needs and consumption habits
• Relying solely on ‘Push’ marketing strategies doesn’t work anymore
• A great product isn’t enough
• Customers want tailored solutions and brand relationships
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Our Framework Evolves in Response
• Moving from a product oriented framework to a focus on customer solutions
Product Focused
Customer SolutionsFocused
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Structural Framework
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What are Customer Solutions?The means by which a brand supports its customers in achieving their desired outcome.
A revolutionary new product or technology like smartphones and tablets
BUT ALSO
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Customer Solutions Inception
Reality
- Customer Solutions can come from anywhere and anyone within the organization
Consequences
- High volume of solution ideas for consideration
- Limited window of opportunity for development
- Lack of predictability regarding where andwhen those solution ideas are identified
Recommendation
- Develop and implement a Solutions Development Process
The process by which a brand creates, refines and assesses customer solutions
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Pass the Baton: Innovate WITH Customers
Customer Feedback via
Solutions Development
Approach
Customer Feedback via
Solutions Development
Approach
Customer Feedback via
Traditional Concept Testing
Customer Feedback via
Traditional Concept Testing
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Solutions Development Process
Ideation
Assessment
Collaborative Idea
Optimization
Validation
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Trends
InsightsBusiness Analysis
• Cross-functional in nature and often led by
brand teams and marketing strategists
• Focuses on internal co-creation and can be informed by a variety of resources: • Primary research• Secondary research• Social media behaviors • Competitor behaviors• And many more….
Ideation-The First Stage
Creation of solution ideas to help customers complete the task at hand (i.e., what we think they need)
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Determine viability of potential solution in the marketplace and at what scale
Validation-The Final Stage
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The Entry of Customer Input
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Customer SolutionsThe means by which a brand supports its customers in achieving their desired outcome.
Solutions Development ProcessThe process by which a brand creates, refines and assesses customer solutions.
Leverage Primary
Research
Solutions Development & Primary Research
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What are my highest potential offerings (e.g., services, web features, packaging, primary/secondary customer support
resources)?
What are my highest potential offerings (e.g., services, web features, packaging, primary/secondary customer support
resources)?
What service offerings/
enhancements could help differentiate a brand and achieve
incremental gains?
What service offerings/
enhancements could help differentiate a brand and achieve
incremental gains?
What can we build upon from alternate
internal workstreams?
What can we build upon from alternate
internal workstreams?
Research Objectives in Solutions DevelopmentPrimary Goal:Identify what merits further exploration and what does not
Relevant Business Questions
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Incorporate Customer InputEfficiently and Effectively
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Assessment Leveraging Quantitative Concept Testing
Primary Goal:Filtering to Reduce Number of Ideas Under Consideration
Commonalities of successful research support:
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Assessment Leveraging Quantitative Concept Testing
Commonalities of successful research support:
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Collaborative Idea Optimization Refinement through Qualitative Research
Primary Goal:Assess Idea Viability by Collaborating With Customers on Prototype Development
Commonalities of successful research support:
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Develop a Process and Avoid Pitfalls
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Questions?
Laura KlecknerVP Client Services
To learn more contact us at : [email protected]
Visit our website at www.orcinternational.com
Follow us on Twitter: @ORCIntl
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