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10 Pages

6._Prototyping_Worksheet

Course: AEM 3440, Fall 2006
School: Cornell
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Word Count: 506

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and QuickTime) a TIFF (Uncompressed) decompressor are needed to see this picture. 6. Pr ototyping P r ofessor 1. Why Don't They Buy? Br ian Wansink 2. Why DO They Buy? QuickTime)and a TIFF (Uncompressed) decompressor are needed to see this picture. 3. Who Are They? 4. How to Implement? (4Ps) CORNELL Wansink 2007 1 The Consumer Insights Framework 1. Why Don't They Buy? 2. Why DO They Buy? 3. Who Are...

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and QuickTime) a TIFF (Uncompressed) decompressor are needed to see this picture. 6. Pr ototyping P r ofessor 1. Why Don't They Buy? Br ian Wansink 2. Why DO They Buy? QuickTime)and a TIFF (Uncompressed) decompressor are needed to see this picture. 3. Who Are They? 4. How to Implement? (4Ps) CORNELL Wansink 2007 1 The Consumer Insights Framework 1. Why Don't They Buy? 2. Why DO They Buy? 3. Who Are They? 4. How to Implement? --Product --Promotion (+packaging) --Price --Placement CORNELL Wansink 2007 2 Understanding Who They Are Understanding Customers (segmenting Tools) Demographic AIO Questionnaire Psychographic Indepth Interviews Customer Prototyping Customers Inside Sources CORNELL Wansink 2007 3 Profiling the Perfect Customer Understanding Customers (segmenting Tools) Demographic AIO Questionnaire Psychographic Indepth Interviews Customer Profiling Customers Inside Sources I. The Objective: Multi-dimensional View of Consumer Brand Manager: `Our primary target customers for frozen pie crusts are women aged 3560 with a high school education living in the Midwest and southeastern United States, making $20,000 a year and with 3.2 children who no longer live at home but visit twice a month.' BW: " I would like to ask you some specific questions about a specific consumer" Brand Manager: " I ________ know any customers, but I have ____________." ` My name is Susan, and I'm a 35-60 old with a high school plus education and 3.2 kids who no longer live at home but visit twice a month. I also like to think of myself as a heavy user of pie crust compared to people who live in the northeast or in large cities. Although I'm pretty brand loyal when I shop for pie crusts, I guess would I shop around if I had a really big coupon. You could say I am more of a switcher when it comes to laundry detergent than with frozen pie crusts, and I am definitely a variety seeker when it comes to breakfast cereals. Wansink 2007 4 CORNELL CUSTOMER PROTOTYPING VS. SEGMENTATION ANALYSIS: THE PROCESS OF INSIGHT GENERATION A GENERAL APPROACH TO CUSTOMER PROTOTYPING (n=10) 1. 2. 1. 2. 3. 6. Imagine a specific person in the target segment. Define him or her in vivid detail. For example: Why does the person use the product/service he or she uses? How does this person `see' him or herself? How would this person's neighbors describe him or her? What is important to his person? What are his or her goals and ambitions? Describe this person's `perfect' day off? Who does this person want to most impress? Recall another person in this segment ( and describe). Repeat the process until the profiles start to overlap. Split into the highest-potential yield target markets. Use the relevant insights to inform marketing activities. 1. 1. 2. 4. A GENERAL APPROACH TO SEGMENTATION PROTOTYPING (n=13) Define by standard demographic variables: Education Profession Age Income Gender Family size Geography Infer related interests or affiliations Infer reasons they might buy Split into the highest-potential yield target markets CORNELL Wansink 2007 5 The Mazda Miata Launch Three Possible Positionings Which is Most Appropriate? CORNELL Wansink 2007 6 Roland K. The Case of Entrepreneurial Prototyping CORNELL Wansink 2007 7 QuickTime"and a TIFF (Uncompressed) decompressor are needed to see this picture. CORNELL Wansink 2007 8 CORNELL Wansink 2007 9 Profiling/Prototyping Discussion CORNELL Wansink 2007 10
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Professor Brian Wansink AEM 344Integrative Customer AssignmentTwo copies of this Integrative Assignment are due at the beginning of the Monday class of Thanksgiving week. It is worth 20% of your grade for the course. The tools that we have worked with t