Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research ppt

Product Innovation Toolbox Beckley_ffirs.indd i 2/4/2012 1:02:09 AM Product Innovation Toolbox A Field Guide to Consumer Understanding and Research Edited by Jacqueline Beckley The Understanding & Insight Group LLC Denville, New Jersey USA Dulce Paredes, Ph.D Takasago International Corporation (USA) Rockleigh, New Jersey USA Kannapon Lopetcharat, Ph.D NuvoCentric Bangkok Thailand A John Wiley & Sons, Ltd., Publication Beckley_ffirs.indd iii 2/4/2012 1:02:09 AM This edition first published 2012 © 2012 by John Wiley & Sons, Inc Wiley-Blackwell is an imprint of John Wiley & Sons, formed by the merger of Wiley’s global Scientific, Technical and Medical business with Blackwell Publishing Editorial Offices: 2121 State Avenue, Ames, Iowa 50014-8300, USA The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, UK 9600 Garsington Road, Oxford OX4 2DQ, UK For details of our global editorial offices, for customer services and for information about how to apply for permission to reuse the copyright material in this book please see our website at www.wiley.com/wiley-blackwell Authorization to photocopy items for internal or personal use, or the internal or personal use of specific clients, is granted by Blackwell Publishing, provided that the base fee is paid directly to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923 For those organizations that have been granted a photocopy license by CCC, a separate system of payments has been arranged The fee codes for users of the Transactional Reporting Service are ISBN-13: 978-0-8138-2397-3/2012 Designations used by companies to distinguish their products are often claimed as trademarks All brand names and product names used in this book are trade names, service marks, trademarks or registered trademarks of their respective owners The publisher is not associated with any product or vendor mentioned in this book This publication is designed to provide accurate and authoritative information in regard to the subject matter covered It is sold on the understanding that the publisher is not engaged in rendering professional services If professional advice or other expert assistance is required, the services of a competent professional should be sought Library of Congress Cataloging-in-Publication Data Product innovation toolbox : a field guide to consumer understanding and research / edited by Jacqueline Beckley, Dulce Paredes, Kannapon Lopetcharat p cm Includes bibliographical references and index ISBN 978-0-8138-2397-3 (hard cover : alk paper) New products Consumer behavior Marketing research I Beckley, Jacqueline H II Paredes, Dulce III Lopetcharat, Kannapon TS170.P758 2012 658.8′3–dc23 2011037446 A catalogue record for this book is available from the British Library Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books Set in 9/12pt Interstate Light by SPi Publisher Services, Pondicherry, India Beckley_ffirs.indd iv 2012 2/4/2012 1:02:09 AM Contents Contributors Acknowledgments Introduction: From Pixel to Picture Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat Scoping the innovation landscape How this book is organized Part I Part II Part III References PART I STARTING THE JOURNEY AS A CONSUMER EXPLORER xiv xvi xvii xix xix xx xxi xxiii xxiv Setting the Direction: First, Know Where You Are Howard Moskowitz and Jacqueline Beckley 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 9 10 11 11 Roles in the corporation – the dance of the knowledge worker Insights leader – learning on the job versus learning in school Being the authentic you What should you read? What else you need to to prepare to be an insight leader? Dealing with management and your clients Guidelines to success Reporting results Do not “winstonize” Making it public – helpful hints to grow from student to professional 1.11 The two types of professionals in the world of evaluating products (and studying consumers) 1.12 Knowing your limits and inviting others in 1.13 The bottom line – what’s it all about? References 13 14 15 16 17 The Consumer Explorer: The Key to Delivering the Innovation Strategy Dulce Paredes and Kannapon Lopetcharat 20 2.1 You as a brand 2.2 The roles of the Consumer Explorer 2.3 Taking the lead 2.4 Practical advice from seasoned Consumer Explorers References 20 21 25 29 30 v Beckley_ftoc.indd v 2/6/2012 12:25:22 PM vi Contents 32 32 33 34 35 36 36 37 38 40 40 Designing the Research Model Kannapon Lopetcharat, Dulce Paredes and Jennifer Hanson 44 4.1 Factors influencing product innovation 4.2 Setting up a successful product innovation program 4.3 Current approach to new product development 4.4 Iterative qualitative-quantitative research model References 44 46 47 48 51 What You Must Look For: Finding High Potential Insights Kannapon Lopetcharat, Jennifer Hanson and Dulce Paredes 54 5.1 What is an insight? 5.2 What is an “ownable” insight? 5.3 How to develop high potential insights 5.4 Behavior: The basis for all insights 5.5 Attitudes and needs: The explanation for behavior 5.6 Demographics and lifestyles: The personal connection 5.7 Making insights ownable 5.8 Summary References 32 3.1 Invention and innovation 3.2 The steam engine: Watt and Boulton 3.3 Nike: Bowerman and Knight 3.4 The US Navy: Scott and Sims 3.5 Consumer-perceived benefits: Coffee, beer and cigarettes 3.6 Extensibility: Is there a limit to it? 3.7 Innovation in scaling intensities and emotions 3.8 Scaling intensities 3.9 Scaling emotions (hedonics) 3.10 Final remarks References Invention and Innovation Daniel Ennis 54 55 56 57 57 57 58 63 63 PART II RESEARCH TOOLS OF THE CONSUMER EXPLORER 65 Tools for Up-Front Research on Consumer Triggers and Barriers 6.1 Understanding Consumer Languages Kannapon Lopetcharat 68 68 6.1.1 6.1.2 6.1.3 6.1.4 6.1.5 Beckley_ftoc.indd vi Consumers not understand these technical words, so what should we say about our new products? How to select a method Free elicitation and Zaltman metaphor elicitation technique Laddering interview Potential problems when applying laddering interview in practice 68 69 71 72 78 2/6/2012 12:25:23 PM Contents 6.1.6 Kelly’s repertory grid and flash profiling 6.1.7 Summary and future References 6.2 Insights Through Immersion Donna Sturgess 6.2.1 The power of immersive experience 6.2.2 Immerse yourself 6.2.3 Conductive thinking 6.2.4 Getting started 6.2.5 Plunging into illumination 6.2.6 Taking action 6.2.7 Summary and future References 6.3 Qualitative Multivariate Analysis Kannapon Lopetcharat and Jacqueline Beckley Consumers not know what they want, really Really? 6.3.2 Introduction 6.3.3 Qualitative Multivariate Analysis in practice 6.3.4 Qualitative Multivariate Analysis in practice: Deeper understanding of cottage cheese consumption 6.3.5 Consumer perceived values 6.3.6 Summary and future of Qualitative Multivariate Analysis References vii 81 88 88 91 91 92 93 94 95 98 99 99 100 6.3.1 6.4 The Gameboard “Model Building” Cornelia Ramsey The problem – how to talk to consumers about new products that not exist 6.4.2 A new method: Gameboard strategy “Model Building” 6.4.3 Construction: Creative process model 6.4.4 Interview guide for model construction methodology 6.4.5 Ensuring reliability of the outcomes 6.4.6 Analysis of the outcomes from Gameboard “Model Building” 6.4.7 Analysis overview 6.4.8 Consumer-centered products and Gameboard “Model Building” 6.4.9 Limitations 6.4.10 Theoretical background of model construction methodology 6.4.11 Summary and future References 100 101 102 115 118 120 120 122 6.4.1 Beckley_ftoc.indd vii 122 123 123 127 128 129 130 131 132 132 134 134 2/6/2012 12:25:23 PM viii Contents 6.5 Quantitative Anthropology Jennifer Hanson 136 6.5.1 Anthropology: A brief introduction 6.5.2 The rise of ethnography in marketing 6.5.3 The elephant in the room 6.5.4 Quantitative Anthropology (QA) 6.5.5 Quantitative anthropology in practice 6.5.6 Under the hood 6.5.7 Applications of quantitative anthropology 6.5.8 Future potential References 136 137 139 140 141 143 145 147 148 6.6 Emotion Research as Input for Product Design Pieter Desmet and Hendrik Schifferstein 149 6.6.1 6.6.2 6.6.3 6.6.4 Putting emotion at the center: emotion-driven design New product development and design Emotional responses to consumer products Methods for emotion research in new product development 6.6.5 Emotion research in new product development 6.6.6 Summary and future of emotional research References Tools for Up-Front Research on Understanding Consumer Values 7.1 Kano Satisfaction Model Alina Stelick, Kannapon Lopetcharat and Dulce Paredes 149 150 152 154 159 171 173 Understanding the fundamental of consumer satisfaction – Kano satisfaction survey 7.1.2 Kano satisfaction survey step by step 7.1.3 Comparison with degree of importance surveys 7.1.4 Philosophy behind the Kano satisfaction model 7.1.5 Summary and future References 178 178 7.1.1 7.2 Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond) Daniel Moskowitz and Howard Moskowitz 7.2.1 7.2.2 7.2.3 7.2.4 7.2.5 7.2.6 7.2.7 7.2.8 Beckley_ftoc.indd viii Consumer research: Experimentation vs testing Conjoint analysis (aka conjoint measurement) Doing the basic conjoint analysis experiment The raw material of CA Experimental design Building models Presenting the result – numbers, text, data, talk, move to steps Using the results – what the numbers tell us? 178 179 186 188 190 190 192 192 193 193 199 201 201 203 206 2/6/2012 12:25:23 PM Contents 7.2.9 7.2.10 7.2.11 7.2.12 Beyond individual groups to segments New analytic advances in conjoint analysis “Next generation” thinking in conjoint analysis Discovering the “new” through conjoint analysis – creating an innovation machine 7.2.13 Dealing with prices 7.2.14 Mind Genomics™: A new “science of the mind” based upon conjoint analysis 7.2.15 Four considerations dictating the future use of conjoint analysis Acknowledgment References 7.3 Benefit Hierarchy Analysis Efim Shvartsburg Benefit hierarchy analysis – a new way to identify what drives consumers’ liking, purchase intent or preference 7.3.2 Hierarchy analysis vs traditional approaches 7.3.3 Bounded rationality: the reason behind benefit hierarchy 7.3.4 How hierarchy analysis ranks the benefits and product attributes 7.3.5 Identify drivers of liking, purchase intent or preferences 7.3.6 Consumer segmentation using individual schemas 7.3.7 Summary and future References ix 207 207 213 215 216 216 220 221 222 224 7.3.1 Tools to Refine and Screen Product Ideas in New Product Development 8.1 Contemporary Product Research Tools Michele Foley 224 225 226 229 234 236 238 239 8.1.1 8.1.2 8.1.3 8.1.4 8.1.5 8.1.6 8.1.7 Introduction What is a concept? What is a concept test? Considerations in conducting a concept test Sampling: Who you test with? Contemporary measures Conclusion: From winning idea to successful product References 8.2 Insight Teams: An Arena For Discovery Stacey Cox 8.2.1 8.2.2 Beckley_ftoc.indd ix Insight teams for discovery Definition of an insight team 242 242 242 243 243 244 247 247 248 248 249 249 250 2/6/2012 12:25:23 PM x Contents 8.2.3 When to apply the skills of an insight team 8.2.4 Implementing insight teams for development 8.2.5 How to use the insight team 8.2.6 Case study of using the insight team 8.2.7 The future of insight teams References 251 252 262 263 263 264 8.3 Consumer Advisory Boards: Incorporating Consumers Into Your Product Development Team Leah Gruenig 265 8.3.1 Introduction 8.3.2 Conducting consumer advisory boards 8.3.3 Case study 8.3.4 Summary References 8.4 Defining the Product Space and Rapid Product Navigation Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema 8.4.1 Listening to understand: Rapid product navigation 8.4.2 Recommended tools and “how to” implement 8.4.3 Case study 8.4.4 Theoretical background of the tools 8.4.5 Summary and future of the tools References 8.5 Free-Choice in Context Preference Ranking: A New Approach for Portfolio Assessment Ratapol Teratanavat, James Mwai and Melissa Jeltema 8.5.1 8.5.2 8.5.3 8.5.4 Want to offer more but how many is too many? Current approaches on product line extension Free-choice in context preference ranking Theoretical backgrounds of free-choice in context preference ranking 8.5.5 Summary and future References Tools to Validate New Products for Launch 9.1 Extended Use Product Research for Predicting Market Success Ratapol Teratanavat, Melissa Jeltema and Stephanie Plunkett 9.1.1 9.1.2 9.1.3 9.1.4 9.1.5 9.1.6 Beckley_ftoc.indd x Balancing two important acts: Introducing new products and optimizing portfolio Shortcomings of traditional approaches An alternative: Extended use product research Steps in conducting extended use product research Understanding consumer segments Assessment of sensory performance 265 266 274 275 275 276 276 277 283 286 289 290 291 291 292 294 300 301 301 304 304 304 306 307 308 309 309 2/6/2012 12:25:23 PM Contents Understanding how consumers make choice decisions 9.1.8 Using behavioral measures to help assess product viability 9.1.9 Among users, they were also segmented into situational users and regular users 9.1.10 Philosophy behind extended use product research 9.1.11 Summary and future References xi 9.1.7 9.2 Product Concept Validation Tests Jennifer Hanson The final verdict: Concept product validation testing 9.2.2 Type of innovation 9.2.3 Target market 9.2.4 Competitive set 9.2.5 Sales forecast 9.2.6 Types of validation tests 9.2.7 Central location test 9.2.8 Home-use test 9.2.9 Test market: Small-scale, in-market launch 9.2.10 Metrics for success 309 312 313 315 316 316 317 9.2.1 317 318 318 319 320 320 321 322 323 324 PART III WORDS OF THE WISE 325 10 Putting It All Together: Building and Managing Consumer-Centric Innovation Michael Murphy 328 10.1 10.2 10.3 10.4 10.5 10.6 10.7 10.8 Beckley_ftoc.indd xi Researchers becoming breakthrough facilitators: The stairway to heaven Transformational team experiences 1: Where we observe comedians get naked Transformational team experiences 2: Why everybody who works for me will someday be wearing women’s underwear (or the “why we’re always hiring” model) Building stronger teams 1: Forming the group Building stronger teams 2: Failure equals ownership (or the “you break it, you buy it” model) Avoiding product feature dilution: The barrier to breaking through Researchers becoming breakthrough facilitators: A reprise Summary and future 329 331 332 333 335 336 337 338 2/6/2012 12:25:23 PM Future Trends and Directions 12.4 377 Hybrid data and patterns The ease of information collection and sharing brings a new challenge to integrating and synthesizing large volume of hybrid data (text, voice, photo and video) The definition of what is considered “consumer data” has forever changed New fields in data science will continue to find solutions in summarizing and synthesizing data beyond what is traditional statistics (Hansen, 2011) Consumer Explorers have to be open to expanding their tools repertoire to include new ways of presenting data and summarizing its essence beyond averages, frequencies and numbers The challenge will be the legacy approaches which will become tired and unuseful, yet familiar to executives, particularly the senior executives who grew up with methods that are now dated and worn This will be an area of struggle One CE is looking forward to the day that these “dinosaurs of consumer information retire” Decision makers need to be sure that they can be sure and if a method (drivers of liking, monadic testing or descriptive analysis to name some) is believed to be part of how they succeeded, it is very difficult to leave favorite approaches (Fitzsimons et al., 2002; Hawkins and Hoch, 1992; Lynch and Srull, 1982) Battles will occur Victory will be tracked by the products that become beloved The format for successful hybrid data will be a continuum of data that has a meaningful relationship to each other and is based on solid principles of science Instead of a “mixed methods” approach, which is really nothing more than sticking together tools that have been around, it will allow for the declaration of qual-quant Hybrids will: ● ● ● ● Acknowledge the need to triangulate understanding so that you have context and are as sure of the data as possible Do this in the most resource preserving fashion With tools that build upon each other, having enough overlap to form a continuum or iterate Create a fast story that allows more rapid deploying of the product and redeploying of the resources that focused on the project A big challenge in dealing with hybrid data is the ability to identify the real insight and how you amplify it so others can understand and differentiate the results New research tools such as idiographic mapping (Moskowitz et al., 2006), behavior archetype (Chapter 6.5) and Mind Genomics™ (Chapter 7.2) are useful approaches to group this “data” and find meaningful patterns from new types of measurements and activities Neuroimaging and neuroanalytics play a role in this mix, but their usefulness and value are still to be fully understood Daniel Ennis (Chapter 3) predicts that advances in neuroscience tools will make the field of psychology obsolete and will transform how we measure the “chemistry of choice” Another field guide contributor, Donna Sturgess (personal communication with DP on 29 July 2011) writes: 12 “The future of market research will come from expanding beyond today’s conscious survey of consumer preference to include deeper, non-conscious Beckley_c12.indd 377 2/7/2012 7:56:04 PM 378 Product Innovation Toolbox preference Conscious, rational decision-making involves a careful, deliberate process one is fully aware of when weighing the costs and benefits of buying Non-conscious decision making is a complex of emotions, impulses, reflex actions, habits, memories and instincts that occur quickly and automatically, with little awareness or feeling of effort Much of the brain is constructed to support non-conscious processes, and buying behavior emerges between the interplay of both systems.” Clearly Sturgess is supporting a view that says that consumer research as we know it may have more than a few fatal flaws! The CE’s job is to look at the individual data and understand how many have similar traits and which of these are relevant to the business And then to find the ways to represent the information in a meaningful, compelling and convincing fashion 12.5 Translational research The future is the blurring and blending of qualitative and quantitative research tools More important than the tool itself is the insight that you get that is understandable and can be applied to move the business forward (Paredes et al., 2008) And you will know that you are not listening and you not get the right information when people leave your brand in droves; the engaged people we talked about a few points ago So eventually, what is the framework that executives and Consumer Explorers need to do? You need to be an ACE: (1) Apply what was explained in Chapter on how to be an independent voice in a corporation (2) Champion a learning organization through use of diagnostic tools like knowledge mapping (3) Evoke a mindset that is driven to create action and produce products that people really need and want through deep understanding of who they are and what creates a happy, sustainable world When executives and Consumer Explorers can truly walk in the shoes of their consumers and with their consumers they are looking for and totally understand them, then they will be more successful Good luck brave new explorers References 12 de los Reyes, A (2011) Learning by Design TEDx Overlake http://www.youtube.com/ watch?v=nv0dObM5XGk Fitzsimons, G.J., Hutchinson, J.W., Williams, P., et al (2002) “Non-Conscious Influences on Consumer Choice” Marketing Letters 13 (3), 269–279 Hansen, M (2011) The Intersection of Data and Design New York Academy of Sciences e-Briefing, 27 June 2011 Beckley_c12.indd 378 2/7/2012 7:56:04 PM Future Trends and Directions 379 Hawkins, S and Hoch, S (1992) “Low-involvement Learning: Memory without Evaluation” Journal of Consumer Research, 19, (2), 212–225 Jobs, S (2011) “Apple’s World Wide Developers Conference” (WWDC) San Francisco, CA: June 2011 Keynote Address Web 22 July 2011 http://events.apple.com edgesuite.net/11piubpwiqubf06/event/ Lynch, J and Srull, T (1982) “Memory and Attentional Factors in Consumer Choice: Concepts and Research Methods” Journal of Consumer Research, (1), 18–37 Moskowitz, M., Beckley, J and Resurreccion, A (2006) Sensory and Consumer Research in Food Product Design and Development Ames, IA: Blackwell Publishing Professional Mossberg, W Interview by Charlie Rose (2010) Web 22 July 2011 http://www charlierose.com/guest/view/746 Moyers, B (2011) Interview by Jon Stewart, The Daily Show http://www.thedailyshow com/watch/wed-june-1-2011/bill-moyers-pt–2 Murphy, L (2011) GreenBook Market Research Blog (July) Paredes, D., Beckley, J and Moskowitz, H (2008) “Bridging Hedonic and Cognitive Performance in Food and Health and Beauty Aide (HBA) Products” Society of Sensory Professionals Conference, Covington, Kentucky, 5–7 Nov 2008 Saint Louis, C (2011) “Someone Just like Me Said, ‘Buy It’” New York Times, 28 July Thursdays Styles Vega, T (2011) “Focus Groups That Look Like Play Groups” New York Times, 29 May 2011 Web 22 July 2011 12 Beckley_c12.indd 379 2/7/2012 7:56:04 PM Index action standards, 27 Addressable Minds, 216–17 advertising language see language use aesthetic experiences, 173 agency partners, 353–64 benefits, 354–7 developing the relationship, 357–9 holistic approaches, 353–4 international perspectives, 361–4 maximizing the potential, 359–60 possible pitfalls, 361 airline meals, 160, 164, 168–70 anthropological studies, 136–48 background and contexts, 136–40 concept outline, 140–41 methodologies, 141–5 practical applications, 145–7 product developments and future potential, 147–8 Apple, 58–9, 177, 374 aroma screening tests, 278 case study, 283–7 art and craft experiences, 97 Artefact Group, 376 attributes of products see product attributes AXE fragrance (Unilever), 61–2 Bartlett, Frederic Charles, 133 behavior archetype tools, 377 see also quantitative anthropology behavior patterns (consumers), 6, 57, 139–40 emotional cues, 61–2, 155–6 hierarchical approaches, 226–9 information and advice needs, 61 and packaging, 59–60 storage of products, 60–61 vs consumer survey data, 139–40 see also consumer decision making behavioral measures (overview), 312–13 beliefs about products see consumer attitudes; consumer’s values; perceptions of a product benchmarking, 246–7, 319–20 Benefit Hierarchy Analysis, 224–38 benefits and rationale, 226–9 comparisons with traditional methods, 225–6 ranking criteria and methods, 229–34 sensory attributes and consumer preferences, 234–8 useful applications, 229–34, 234–8 “bird’s eye shot” presentations, 14 Blue Ribbon Sports (BRS), 33–4 Boulton, Matthew, 33 “bounded rationality”, 226–9 Bowerman, Bill, 33–4 Box-Behken designs, 195 Boyd, John, 93 “brain trusts”, 355–6 Brainjuicer, 376 brainstorming sessions, with crossfunctional experts, 335, 351 Brazil, shipping guidelines, 371 CAB panels see consumer advisory boards (CABs) Campbell, Joseph, 14–15 causal probability of consumer choice, 229–30 Central Intelligence Agency, 367 central location tests (CLT), 321–2, 352 change implementation, challenges, 24 Product Innovation Toolbox: A Field Guide to Consumer Understanding and Research, First Edition Edited by Jacqueline Beckley, Dulce Paredes and Kannapon Lopetcharat © 2012 John Wiley & Sons, Inc Published 2012 by John Wiley & Sons, Inc 381 Beckley_bindex.indd 381 2/4/2012 1:05:30 AM 382 Index characteristics of products see product attributes China, shipping guidelines, 370 choice models, 38–9 see also consumer decision making cigarette products, 35–6 client management, 9–11 guidelines, 10–11 client—research agencies see research partners Clorox®, 61–2 CLT see central location tests Coca-Cola, 101 coffee products, 35–6 cognitive maps, 132–3 comparative choice analysis, 237–8 competition within the marketplace, 319–20 computer technologies see data capture technologies “concept”, definitions, 243 concept tests and measures, 242–8 characteristics and definitions, 243–4 general considerations, 244 key steps, 244–7 new and contemporary measures, 247 optimization stages, 245 target consumers and populations, 247 conceptualization stages of design, 167–70 conductive thinking, 93–4 Conjoint Analysis Plus, 192–221 concepts and characteristics, 192–3 examples, 11–12 experimental design, 201 future directions, 220–21 grouping stimuli, 199–201 methodologies, 193–9 models, 201–3 new developments, 207–13 next generation advancements, 213–15 ratings data analysis, 197–8 reporting and dissemination, 199 results, 198–9 results presentations, 203–6 selection of rating scales, 195–6 using the results, 206–7 conjoint measurement see Conjoint Analysis Plus “connector” roles see Consumer Explorers consumer advisory boards (CABs), 265–75 Beckley_bindex.indd 382 benefits and applications, 266–7 case studies, 274–5 development steps, 267–74 facilitator roles, 267 objective setting, 267–8 preparation of guidelines, 272 selection and recruitment, 268–72 session formats, 273 team debriefing, 274 see also research partners consumer attitudes, 57, 154 see also consumer values; perceptions of a product consumer behaviors, 6, 57, 139–40 emotional cues, 61–2, 155–6 hierarchical approaches, 226–9 information and advice needs, 61 and packaging, 59–60 storage of products, 60–61 vs consumer survey data, 139–40 see also consumer decision making consumer concerns assessment, 157–9 typologies, 153–4 see also consumer values consumer decision making, 309–12 conscious vs unconscious drivers, 377–8 Consumer Explorer(s), 20–30 definitions, 20–21 developing self as a “brand”, 20–21 functions and roles, 20–21, 45–6, 50 as “breakthrough facilitator”, 329–31 impact of technology changes, 374–8 key skills and enablers, 22, 338 leadership roles, 25–9, 337–8 practical advice, 29–30 role requirements, 22–4, 337–8, 378 team-working, 331–6 Consumer Explorer teams, 331–6 developing empathy, 332–3 generating interactions, 334–5 group creation, 333–5 importance of active participation, 331–2 learning from failures, 335–6 using immersion techniques, 332–3 using uncomfortable situations, 333 working directly with consumers, 332–3 see also insight teams consumer research tools see research tools and methodologies 2/4/2012 1:05:30 AM Index “consumer researchers”, 22 consumer risk (type-2 errors), 25–6 consumer schema, models, 236–8 consumer segmentation models, 236–8 consumer technical leaders see Consumer Explorer(s) consumer-focused organizations, 329–31 consumer-generated ideas, 159–63 and quantitative anthropology approaches, 146–7 see also insight(s) consumer values, 118–20 research tools, 178–238 benefit hierarchy analysis, 224–38 conjoint analysis, 192–221 Kano satisfaction surveys, 178–90 and standards, 153–4 see also consumer concerns context in product use, 164–5 Context Preference Ranking, 291–301 current approaches, 292–4 free-choice methodologies, 294–300 future directions, 301 theoretical background, 300–301 corporate life see organizational structures and cultures cost reduction activities, common errors, 26 cottage cheese marketing, 115–18 Counterintuitive Marketing (Clancy and Krieg), 101 “craveability” of products, 217–18 creativity, 93 future research directions, 172–3 stimulation methods, 165–7 theoretical background, 134 crowd-sourced activities, 96 cultural influences characteristics, 118–19 on product use, 59 see also international opportunities; quantitative anthropology culture of organisations see organizational structures and cultures curiosity attributes, 338 D-optimal designs, 195 DASA Preference Mapping, 190 data capture technologies hybrid data trends, 377–8 Beckley_bindex.indd 383 383 new technologies, 148, 376 data presentations (overview), 11–13 debriefing techniques, 274 decaffeinated coffee, 35–6 decision-making and choice see consumer decision making “degree of importance” surveys, cf, Kano Satisfaction Model, 186–8 “Delighter” attributes, 188–9, 334–5 De los Reyes, August, 373, 376 demographic data, 57–8 design cycle, 150–52 see also emotional responses and design; innovation; new product development (NPD) digital technologies, 374–5 Drake, Mary Ann, 115–18, 119 driver/optimizer attributes, 114–15, 188–9 education and training, for insight leadership, 7–9 elicitation techniques (language and meanings), 71–2 Emerson, Ralph Waldo, 333 emotion measurement forms and types, 155–6 in design-orientated research, 156–7, 196 in new product development, 159–63 emotion theories, 152–3 emotional cues, 61–2 emotional responses and design, 149–73 background and development rationale, 149–54 language use, 109–10 polarizations, 111–12 positive impact studies, 160–63 research tools and methodologies emotion measurement, 155–6 generating concepts (conceptualize stage), 167–70 identifying concerns (understanding stage), 163–5 new product development, 159–63 product design assessments, 156–7 scaling techniques, 38–9 stimulating creativity (envision stage), 165–7 2/4/2012 1:05:30 AM 384 Index emotional responses and design (cont’d) testing products (evaluation stage), 170–71 values and concerns assessment, 157–9 see also perceptions of a product errors (statistical), 25–6 ethnographic studies, 136–9 characteristics, 137 drawbacks and benefits, 138–9 see also quantitative anthropology EUPR see extended use product research evaluating product designs, 170–71 see also product feedback (consumers) Ewald, Jeff, 28 execution factors, 45 experiences of being a consumer, 96–7, 331–3 see also immersion techniques experiences of using products see perceptions of a product; product testing experimental design, 192–3, 342–3 choice and selection, 194–5 key characteristics, 201 methodologies for analysis, 193–221 multi-factor combinations, 345–6 scale decisions, 195–6 technology and software advances, 347 theoretical background, 346–7 using statistical data and models, 343–7 experimental studies see experimental design; pilot studies “experimentation”, 192–3 expertise, 333 exploratory data analysis (EDA), 229 export arrangements, 368–70 extended use product research, 304–16 common challenges, 304–5 concept outline, 307–8 future directions, 316 problems with traditional approaches, 306–7 processes and stages, 308–9 theoretical basis, 315 traditional decision-making approaches, 292–4 understanding consumer decision making, 309–12 Beckley_bindex.indd 384 understanding consumer segments, 309 using behavioral measures to assess viability, 312–15 extensibility, 36 executive summary reports, 28–9 fabric conditioners, 162–3 Facebook, 376 Facial Action Coding (FAC) system, 155–6 facial expressions, 155–6 facilitator, 103, 109 factorial designs, 194–5 failures and errors (of organizations), 24 impact on risk taking, 335–6 see also product failures fears and anxieties, 338 financial investment in new products, 329 first-order questions, 25, 104 The Five Dysfunctions of a Team (Lencioni), 252 flash profiling, 83–5 analysis and interpretation, 85–8 focus group interviews, 101 see also consumer advisory boards; interviews with consumers foreign embassies, 367 foreign-based supplier partnerships, 361–4 “forming”, 334 “four-stage creative process model” (Lubart), 128–9 Franklin, Benjamin, 335 “free-choice in context preference ranking”, 294–301 basic methodology, 294–6 data analysis and interpretation, 296–300 future directions, 301 theoretical background, 300–301 free elicitation techniques, 71–2 freight transport, 368–70 gameboard “model building”, 122–34 basic techniques (narrative and graphic), 123–6 format stages, 125 goals of research, 129–30 interview components, 127–8 outcomes analysis, 129–31 product developments and limitations, 131–2 2/4/2012 1:05:30 AM Index reliability and validity, 128–9 theoretical background, 132–4 types of analysis, 130–31 games for team-building, 334 General Foods (Kraft Foods), 11 General Mills, CAB case study, 274–5 generalized procrustes analysis (GPA), 85–6 Geneva Emotion Wheel (Scherer), 156 Gillette, Maryanne, 217 glass-blowing, 97 global testing, 365–70 country-based information inputs, 367–8 implementing product testing, 368–70 partnership working (foreign-based suppliers), 361–4 goals and goal setting definitions, 153–4 during initial meetings, 10 GPA see generalized procrustes analysis (GPA) graphic techniques, for product attributes/benefits, 123–7 GreenBook Market Research blog, 376 group compositions, 102–4 group dynamics, 103–4 uncomfortable situations, 333 group formation, 334 hedonic measures (overview), 38–9, 292–3 Heinz, 250–53 “hero” professionals, 14–15 Hershey Company, 328–39 hierarchical value maps (HMVs), 77–8 hierarchy analysis concepts and theory, 226–9 see also Benefit Hierarchy Analysis holistic partnerships, 353–4 home remedies, 59 home-use testing (HUT), 322–3 and qualitative multivariate analysis, 106–9 and rapid product navigation techniques, 286 hybrid data, 377–8 hypothesis creation, 27 ideal point concepts, 39 ideaMap R, 195, 196, 202–3, 208–10 ideas generation see creativity; insight(s) ideas presentation Beckley_bindex.indd 385 385 guidelines for initial stages, 10–11 reporting results, 11–13 IDEO™, 56 idiographic mapping, 377 idiographs, 110 imagery use, 10 immersion techniques, 91–9 conductive thinking processes, 93–4 getting started, 94–5 processes involved, 95–8 results and tacking action, 98–9 use by “transformational teams”, 331–3 impact of interaction studies, 194 in-context interviewing, 122 in-house experts, 348–52 India, shipping guidelines, 371 “Indifferent” attributes, 188–9 information on products, 61 innovation definitions, 32 execution factors, 45–6 goal setting, 24, 45 cf “invention”, 32–6 limits of extensibility, 36 new processes tools and models, 48–50 organizational influences, 44–5 role of the Consumer Explorer, 20–24, 45–6, 50 scaling intensities and emotions, 36–9 screening considerations, 244–5 setting up programs, 46–7 stages, 44–6 strategic boundaries and priorities, 46–7 using in-house expertise, 348–52 insight(s), 54–63 characteristics, 55 definitions, 7, 54–5 development tools and methodologies (overview), 56–8 ownability, 55–6, 58–62 understanding behaviors and attitudes, 57 use of demographic information, 57–8 see also individual tools; perceptions of a product; research tools and methodologies insight leaders, 6–7 attributes and skills, 7–8 definitions, 6–7 education and training, 7–9 see also Consumer Explorer(s) 2/4/2012 1:05:30 AM 386 Index insight teams, 249–64 case studies, 263 composition, 252 definitions, 250–51 functions and opportunities for use, 251, 262–3 future directions, 263–4 methods of working, 252–62 motivating members, 261–2 process implementation, 256–61 recruitment, 252–6 selecting members, 252 see also transformational teams “instructions for use”, 61 interaction effects studies, 194–5 international opportunities creating research partnerships, 361–4 information sources, 367 multi-cultural consumer research, 365–70 product testing practicalities, 368–70 using country-specific data, 367–8 International Pangborn Sensory Conference (2009), 26 international shipping guidelines, 368–70 interviews with consumers choice of techniques and tools, 101–2 laddering techniques, 72–8 for model construction, 127–8 problems and solutions, 78–81 use of flash profiling, 83–5, 85–8 use of Kelly’s repertory grid, 81–3, 85–8 multi-attribute data sets analysis, 85–8 use of qualitative multivariate analysis, 100–120 “invention”, 32 cf “innovation”, 32–6 see also new product development (NPD) investment in new products, 329 iterative qualitative-quantitative research process (IQQR process), 48–50 Japan, shipping guidelines, 370 Jobs, Steve, 374 Kalan, Jonathan, 215 Kano Satisfaction Model, 113–15, 178–90, 313–14, 334–5 Beckley_bindex.indd 386 applications, 179, 313–14 basic six steps, 179–86 concepts and philosophy, 188–90 cf “degree of importance” surveys, 186–8 Kansei engineering studies, 345–6 Keller, Helen, 331 Kellogg’s, 189 Kelly’s repertory grid technique, 81–3 analysis and interpretation, 85–8 Khan, Mehmood, 43 Knight, Phil, 33–4 knowledge mapping, 26–7 see also mapping exercises “knowledge workers” client management, 9–11 forms and roles, 4–6 personality types, 15–16 presentation skills, 11–13 labelling, international requirements, 368 laddering interviews, 72–8, 78–81, 159 application problems, 78–81 language use, 68–9 elicitation of meanings, 71–2 recording consumer experiences, 109–10 see also perceptions of products laundry detergent, packaging, 60 leadership, 337–8 importance, 24, 29 practical tips, 25–9 learning opportunities from failures and mistakes, 24 from literature, 8–9 learning theories cognitive maps, 132–3 schema (knowledge structures), 133 Lencioni, Patrick, 252 letterboxing, 96 lifestyle data, 57–8 “liking” performance testing, 343–4 see also “Love-it / Hate-it” voting List of Value (LOV) of typology theory (Feather), 119–20 listening skills, 273, 375 literature, value of, 8–9 logit models, 39 “Love-it / Hate-it” voting, 111–12 examples, 117–18 impact of new technologies, 376 2/4/2012 1:05:30 AM Index LSA maximum coverage (Fayle and Ennis), 301 Luce, Duncan R., 39 M-alternative forced choice method, 38–9 McCormick and Company, 217 McDaniel, Mina, 100–101 McFadden, Daniel, 39 MakeUpAlley, 375 mapping exercises in qualitative multivariate analysis, 112–13, 117–18 see also preference mapping market research, 54 see also insight(s) market researcher, 5–6 see also Consumer Explorer(s) market size, 318–19 “me too” products, 329 means-end chain (MEC) theory, 73 Mexico, shipping guidelines, 371 Miller Brewing Company, 35–6 Mind Genomics ™, 207, 217–20, 377 mistakes (by consumers), 58–9 see also failures and errors (of organizations) “mixed methods” approaches, 377–8 mobile phones data capture technologies, 148, 376 new product research, 161–2 testing and evaluating new designs, 170–71 model construction techniques see gameboard “model building” models for consumer-centric innovation, 328–39 key points, 329 moderators, 102–4 Morris, Philip, 35 Mossberg, Walter, 374 motivation and product value, 69 and team-building, 261–2 Moyers, Bill, 375 multi-attibute data sets analysis techniques, 85–8, 144–5 see also hybrid data multi-cultural consumer research, 365–70 home country stakeholder input, 366 market-specific data, 367–8 practicalities, 368–70 Beckley_bindex.indd 387 387 product testing checklists, 369 “multiple-selves”, 57–8 “must-be” attributes, 188–9 “must-haves/optimizers/delighters” product classifications, 188–9, 334–5 narrative techniques, for product attributes/benefits, 123–6 NASCAR, 92–3 negative responses, 159–60 nervousness, 10 nested analyses, 210–13 neuroimaging technologies, 247, 377–8 new product development (NPD) common research errors, 25–6 current approaches, 47–8 design stages, 150–52 emotion research, 159–63 emotional responses and design implications, 152–4 generating concepts, 167–70 international product testing, 365–70 investment risks, 329, 336 key processes, 47–8 margin losses, 336 positive impact studies, 160–63 product failures, 48, 305 studies to understand concerns, 163–5 success guidelines, 123 testing and evaluating new designs, 170–71 tools to refine and screen, 242–301 tools to understand consumer values, 178–239 tools to validate products, 304–24 use of benchmarks, 246–7 Nike, 33–4 normal distributions, 38–9 NPD see new product development (NPD) null hypothesis, 25–6 observation vs surveys, 139–40 see also ethnographic studies; quantitative anthropology Oral B™, 56, 215–16 orchid hunting, 96 organizational factors, 44–5 2/4/2012 1:05:30 AM 388 Index organizational structures and cultures influence on innovation, 44–5 politics and compromise, 13–14 refocusing towards the consumer, 329–31 Orlean, Susan, 96 over-simplification errors (data presentations), 81 “ownability” of ideas, 55–6, 58–62 P & G, 62 packaging consumer behaviors and adaptations, 59–60 feature dilution risks, 336–7 international requirements, 368–70 Pagès, Jérôme, 112 paired preference testing, 293 PANAS scale, 156 partnership working see research partners Pasteur, Louis, 10 “pattern analysis”, 144–5 Pepperidge Farms, 348–9 perceived values see consumer values perceptions of a product consumer attitudes, 57 consumer language use and insights, 69–88 emotional responses, 152–4 see also emotional responses and design; satisfaction surveys perceptual intensities, distribution models, 38–9 performance predictions, 324 personality types Consumer Explorers, 16 within consumer focus groups, 103–4 physiological responses, 156 pilot studies, 10–11, 24 see also small-scale/in-market launches Plackett-Burkman designs, 194 platform development, and QA approaches, 146 polarized responses, 111–12 population criteria and evaluations, 182–3 predicting performance, 324 preference mapping, 190, 289 preferential choice, 38 PrEmo measuring tool (Desmet), 156 presentations Beckley_bindex.indd 388 providing what clients want, 11–13 reporting results data, 11–13 “presentertainment”, 12–13 price ratings scales, 195–6 pricing decisions, 216 probabilistic causality, 229–30 probabilistic models, 37–8 probabilistic neural network (PNN) analysis, 144–5 process models, for NPD, 47–8, 49–50 Proctor & Gamble, 6, 11 “producer/manufacturer risk” (type-1 errors), 25–6 product adaptations, 58–9 feature dilution risks, 336–7 see also extended use product research; product line extensions product attributes classification systems, 188–9 and consumer motivation, 69 description techniques, 123–7 key criteria, 334 language use, 68–9, 109–10 selection, 188–9, 194 sensory criteria and consumer preference, 234–8 survey classifications and analysis, 181, 183–8 see also perceptions of a product product concept validation tests, 317–24 aims and objectives, 317–18 consideration of the competitive set, 319–20 innovation forms, 318 sales potential, 320 success metrics, 324 types of test, 320–24 understanding target markets, 318–19 product emotions, 152–4 basic model (Desmet), 152–3 see also emotional responses and design product experiences emotional responses, 152–4 importance of context, 164–5 see also extended use product research; product concept validation tests product failures, 48, 305, 329, 335–6 product feature dilution, 336–7 product feedback (consumers) hierarchical approaches, 227–9 2/4/2012 1:05:30 AM Index see also perceptions of a product product innovation see “innovation”; new product development (NPD) product line extensions decision-making approaches, 292–4 see also extended use product research product optimization studies, 342–7 experimental design constraints, 342–3 feature dilution risks, 336–7 and QA approaches, 145–6 statistical experimental design approaches, 343–7 see also product line extensions product researchers foci of knowledge, interaction with other knowledge professionals, 4–6 personality types, 15–16 presenting ideas and results, 9–13, 13–14 understanding the organization’s needs, 13–14 see also Consumer Explorer(s) product samples classification methods, 112 international shipping, 365–70 mapping exercises, 112–13, 117–18 product space identifying product set, 105–6 qualitative, 279 product storage, 60–61 product testing, 170–71 home-use testing (HUT), 106–9, 286 international markets, 365–70 product use in combination, 59 common mistakes, 58 customer behaviors, 59–60 see also perceptions of a product; product emotions professional/trade organizations, 350, 367 professional status self-knowledge, 15–16 transitions from student status, 13–14 types, 14–15 project dossiers, 28–9 project meetings guidelines for success, 10–11 initial sessions, 10, 25, 29 Beckley_bindex.indd 389 389 project objectives establishing the focus, 26–7 importance of understanding, 25 “proof of principle” studies see pilot studies prototype experimentation methods, 288–9, 343–6 purchase intent scales, 195, 292 QA (quantitative anthropology) realsightR system, 141–4 QMA see qualitative multivariate analysis qualitative multivariate analysis, 100–120 benefits of use, 103–4 effectiveness as screening tool, 117–18 stages, 104–15 home-use testing, 106–9 Kano satisfaction survey, 113–15 mapping exercises, 112–13 use and practice examples, 115–18 value perceptions, 118–20 qualitative research general characteristics, 265–6 and quantitative approaches, 378 see also individual methodologies quantitative anthropology, 136–48 background and contexts, 136–40 concept outline, 140–41 methodologies, 141–5 practical applications, 145–7 product developments and future potential, 147–8 questionnaire design, 181–2 R&D teams see in-house experts radio ads, 247 rapid product navigation (RPN) techniques, 276–90 case studies, 283–7 discussion flow and conduct, 280–83 future directions, 289–90 implementation steps, 277–83 participant selection, 279–80 theoretical background, 286, 288–9 validating the findings, 283 RDE see rule of developing experimentation (RDE) reading and insight, 8–9 realsightR system see QA (quantitative anthropology) realsightR system 2/4/2012 1:05:30 AM 390 Index reporting results, 11–13 formats, 28–9 technical data presentations, 11–13, 28 research agencies, 353–64 advantages, 354–7 developing international markets, 361–4 maintaining relations, 357–9 maximizing investment, 359–60 problems and pitfalls, 361 selection decision making, 357 research agendas common errors and problems, 25–6 role of the Consumer Explorer, 21–4, 337–8, 378 research findings, 54–5 see also insight(s); reporting results research partners, 353–64 benefits, 354–6 developing the relationship, 357–9 examples, 356–7 holistic approaches, 353–4 international perspectives, 361–4 maximizing the benefits, 359–60 possible pitfalls, 361 research tools and methodologies, 65–324 Benefit Hierarchy Analysis, 224–38 common methods (trends), 305 concept tests and measures, 242–8 Conjoint Analysis Plus, 192–221 consumer advisory boards (CABs), 265–75 Context Preference Ranking and freechoice, 291–301 emotion measurement for design, 154–73 gameboard “model building”, 122–34 immersion techniques, 91–9 insight teams, 249–64 Kano Satisfaction Model, 178–90 language use and elicitation techniques, 68–88 qualitative multivariate analysis, 100–120 quantitative anthropology, 136–48 rapid product navigation (RPN) techniques, 276–90 response surface designs, 345 results sharing, 28 see also reporting results Roebuck, John, 33 Beckley_bindex.indd 390 “rolling launches”, 323–4 RPN see rapid product navigation (RPN) techniques rule of developing experimentation (RDE), 11–12 running shoes, 33–4 Russia, shipping guidelines, 370 sales forecasts, 320 SAM see Self-Assessment Maniken (SAM) (Bradley and Lang) sample classification methods, 112 “satisfaction”, 149–50 see also emotional responses and design satisfaction surveys, 113–15 Kano Satisfaction Model, 178–90 and repurchase, 139–40 scaling emotions, 38–9 scaling intensities, 36–8 schema theory (knowledge structures), 133, 227 Scott, Sir Percy, 34 screening experimental designs, 345 screening tools for new product ideas, 242–301 contemporary concept tests and measures, 242–8 Context Preference Ranking with free choice, 291–301 rapid product navigation techniques, 276–90 role of consumer advisory boards, 265–75 role of insight teams, 249–64 Self-Assessment Maniken (SAM) (Bradley and Lang), 156 self-reporting methodologies for emotional experiences, 156 for emotional responses to products, 157 Selling Blue Elephants (Moskowitz and Gofman), 218 sensory attributes of products and purchase intent, 234–6 sensory professionals, 5–6 in-house expertise, 348–52 key skills, 349–50 see also Consumer Explorer(s); in-house experts sensory research methods, 347–8 common types, 305, 350–51 2/4/2012 1:05:31 AM Index seven-step NPD model (Moskowitz et al.), 47–8, 49–50 Shapley value analysis, 301 Sheldon Concern Taxonomy Questionnaire, 157–9 shelf-life tests, 352 shipping guidelines, 368–70 Sieffermann, Jean-Marc, 83 silos and elements (conjoint analysis), 199–201 SIM matrices, 76–7 Simplex designs, 194 skill development, 97 small-scale/in-market launches, 323–4 social network sites, 376 Spark, 376 standards, 153–4 statistical data over-use of, 14 “winstonizing” of, 11–13 statistical experimental designs, 342–7 key types, 345 steam engine, 32–3 storage of products, 60–61 strategic design, 26 strategic research, role of the Consumer Explorer, 21–4, 337–8 structural unduplicated reach and frequency (SURF), 301 Sturgess, Donna, 377–8 SURF see structural unduplicated reach and frequency (SURF) surveys (general), 137 comparisons between types, 186–8 vs “observations”, 139–40 see also ethnographic studies; satisfaction surveys SYSTAT, 193, 201 tab-houses, Taguchi designs, 345 Taquitos.net, 375 team-building, 261–2, 332–6 use of games, 334 teams member selection decisions, 252 see also Consumer Explorer teams; insight teams technical research reports, 28–9 testing products, 170–71 Beckley_bindex.indd 391 391 international markets, 368–70 theory of creativity, 133–4 Thurstonian models, 37–8 toilet cleaning products, 61–2 topline executive summary reports, 28–9 total unduplicated reach and frequency (TURF), 293–4 limitations, 294 trade organizations, 350 international markets, 367 Traf-O-Data, 24 transformational teams, 331–6 developing empathy, 332–3 generating interactions, 334–5 group creation, 333–5 importance of active participation, 331–2 learning from failures, 335–6 using immersion techniques, 332–3 using uncomfortable situations, 333 working directly with consumers, 332–3 translational research, 378 transport arrangements, international shipping, 368–70 triadic choice, 38–9 TURF see total unduplicated reach and frequency (TURF) type-0/-1/-2 errors, 25–6 “uncomfortable” situations, 333 unconscious decision-making, 377–8 UnileverR, 60–62 “up-front” innovation, 44 US Department of Commerce, 367 US Navy, 34 user experiences see perceptions of a product; product testing validation tools for new products, 304–24 central location tests, 321–2 extended use product research, 304–16 home-use tests, 106–9, 286, 322–3 product concept validation tests, 317–24 value diagrams, 110–11 examples, 116 see also consumer values Van Gogh, Vincent, 93–4 2/4/2012 1:05:31 AM 392 Index verbalization and communication initial stages, 10 listening skills, 273, 301 visualizations of ideas, 10 VocationVacationsR, 97–8 voting behaviors, 376 Watt, James, 32–3 “wave O” studies, 10–11, 24 Westin Hotels, 189 Beckley_bindex.indd 392 Wilson, Margaret, 93 “winstonizing” data, 11–13 word association techniques, 71–2 “wow” feelings about products, 62, 161–2 Yahoo! Inc., 101 YouTube, 375 Zaltman metaphor elicitation technique, 71–2 2/4/2012 1:05:31 AM ... relationships and looking at data in many ways Stand your ground Know your data and be passionate about it You need to have the conviction to defend your statement and the data and understanding to back... testing to idea validation (Chapters 3, and identify tools and practices and how to turn inventions to innovations and to recognize insights) Technical skills to understand and digest data balanced... the Product Space and Rapid Product Navigation Jenny Lewis, Ratapol Teratanavat and Melissa Jeltema 8.4.1 Listening to understand: Rapid product navigation 8.4.2 Recommended tools and “how to? ??