BUS131D_Lecture10_Handout

BUS131D_Lecture10_Handout - Qualitative Data Gathering...

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Qualitative Data Gathering Techniques Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Empathic Design Conjoint Analysis (not a qualitative technique) Customer Visit Programs Lead Users Beta Version Testing Customer-Driven Innovation Biomimicry Forecasting
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Dr. Michael Merz College of Business, San Jose State University 3 IDEO – The Innovation Factory Case Discussion Which of the market research tools does IDEO incorporate into its design process for its clients? What types of insights can be gained from an empathic design? What are the advantages/disadvantages of its approach?
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Dr. Michael Merz College of Business, San Jose State University Market Research Expenditures and Staffing % of  Revenue # of Market Research  Personnel By Industry Sector    Pharmaceuticals 0.78 % 52    Media Companies 0.68 % 22    Consumer Goods 0.51 % 18    Technology (B2B Sector) 0.25 % 15    Telecommunications 0.07 % 15 By Company Size ($ Revenue) < $1 Million 0.07 % 5 > $5 Million 0.5 - 0.69 % 13-41
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Dr. Michael Merz College of Business, San Jose State University Customer-Driven Innovation Biomimicry Aligning Market Research with Type of Innovation
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Dr. Michael Merz College of Business, San Jose State University Conjoint Analysis Customer sample makes judgments about preferred combinations Uncovers trade-offs in attributes/features Used to design product features to improve profitability. Example:
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State.

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BUS131D_Lecture10_Handout - Qualitative Data Gathering...

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