Most new products & services fail. The #1 reason is that their developers failed to do the necessary customer research. What are customers' top unmet needs? What ideas are most appealing to customers? What is the optimal product design? This course teaches four tools that ALL innovators can use: the product innovation charter, ethnography, concept testing and conjoint analysis. These tools get used during the critical early phases of innovation.
This course consists of 46 minutes of videos, broken into thirteen 1-6 minute lectures. There are four downloadable .pdf's with templates students can use on their own projects. Four quizzes test comprehension. The primary method of teaching is case studies illustrating the use of the four tools.
Instructor Brian Ottum has a Ph.D. in market research, focused on the innovation process. After starting his career as a chemical engineer at Procter & Gamble, Brian has supervised hundreds of customer insight projects for clients in many industries.
This course begins with the instructors bio, then shows how early innovation fits in with the entire innovation process. Actual research data is cited to justify spending the time and money on customer research. Then a simple 4-step early innovation process is described. The best tool to use at step is covered. Case studies and a quiz complete each of the four steps. At the end, students are given suggestions on where to go for deeper learning.
WHO SHOULD TAKE THIS COURSE?
This course is for product developers, product managers, marketers, engineers, scientists, designers, market researchers, customer insights managers, market analysts, and business leaders who need to know what tool to use when.
Questions? Email Brian at firstname.lastname@example.org or call him on his cell: 1-734-260-0597 (9am-9pm US Eastern Time)
Don't start without a contract.
How a PIC was used for a grocery store product.
PIC for a beloved consumer electronics product.
Download this .pdf to see a template for the PIC
Check your comprehension
Ethnography is how you really listen to customers
See how ethnography was applied to designing new products for cars
Download this .pdf to get details on how to do ethnography
Where you paying attention?
Know how to quickly and easily rank your top ideas
See how to test new software ideas and identify those with the most promise
Download this .pdf to get details on how to do your own concept test
Test your comprehension
Conjoint analysis is the most sophisticated customer insight tool. It is used to find the best mix of features and price.
We step through an example of how conjoint can measure how much customers value each individual feature
Here are more "how-to" details on conjoint analysis.
You cannot be expected to learn this extremely powerful tool in just a few minutes, but this quiz tests the big ideas.
A quick review of the course
Here are books where you can dig in and learn more about each tool.
For 20 years, Brian has helped companies gather the insights they need to create successful innovations.His consulting practice is focused on the proper market research methods & analytics to create new product ideas, screen concepts, optimize product design, and set price.Because similar tools apply across all industries, Brian has participated in hundreds of projects spanning consumer packaged goods, pharmaceuticals, healthcare, medical devices, chemicals, high tech, law, energy, automotive, publishing, finance and consumer durables.
Brian started his career as a chemical engineer at Procter & Gamble, and also earned an MBA. His Ph.D. was focused on market research during new product development.His dissertation found what separates success from failure by studying 60 new product projects. The #1 factor was market research insights.
Brian has an encyclopedic command of the full range of market research & analytical tools.He has developed state-of-the-art research methods in consumer needs identification (using KJ analysis), catching online survey cheaters (using four programming changes), and product optimization/pricing (using Van Westendorp, conjoint analysis, & discrete choice modeling).
Brian is frequent speaker on innovation topics at national conferences and at company sites.He has written chapters in four books on new product development tools.