Chapter 9 NPD - Chapter 9 Part Eh! Ethnography...

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Unformatted text preview: Chapter 9 Part Eh! Ethnography Brainstorming Rapid Prototyping Forecasting Product Life Cycle Adoption Leading the Customer Observing actual users can generate powerful insights “If I’d asked people what they wanted, they would have said a faster horse.” -Henry Ford Techniques for observing people Brainstorming Prototyping 1. No more than an hour 2. Defer judgment (no “buts”) 3. Build on ideas (only “ands”) 4. Encourage wild ideas 5. Go for quantity (100+ ideas) 6. Be visual (lots of writing; big boards; lots of color) 7. Stay focused on the topic 8. One conversation at a time Potential Ideas Low Quality Medium Quality High Quality Stage 1 Stage 2 Stage 3 Many prototypes: inspire ideas Some prototypes: evolve ideas Few prototypes: validate ideas Students will not be responsible for slides beyond this point. Pixel Perfect Mockups: This, Lopp admitted, causes a huge amount of work and takes an enormous amount of time. But, he added, “it removes all ambiguity.” That might add time up front, enormous amount of time....
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This note was uploaded on 11/22/2011 for the course MARKETING BUS M 341 taught by Professor Stevehuff during the Fall '11 term at BYU.

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Chapter 9 NPD - Chapter 9 Part Eh! Ethnography...

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