New Products Management- CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: TRADE­OFF ANALYSIS ppt

CHAPTER 7ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc.. Trade-Off Conjoint Analysisin c

CHAPTER 7

ANALYTICAL ATTRIBUTE APPROACHES:

TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES

McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc All right reserved

Trade-Off (Conjoint) Analysis

in combinations or sets.

of preference.

levels of each attribute.

Thickness Spiciness Color Actual

Ranking*

Ranking as Estimated

by Model

Extra-Thick Medium-Hot Green 12 12

* 1 = most preferred, 18 = least preferred.

Conjoint Analysis Input: Salsa Example

Figure 7.2

Regular Thick Ex-Thick

IT Y

2

1

0

-1

-2

Thickness Spiciness Color

0.161 0.913 -1.074 1.667 0.105 -1.774 -0.161 0.161

Conjoint Analysis: Graphical Output

Figure 7.3

Conjoint Analysis:

Relative Importance of Attributes

0 20 40 60 80 100 %

Spiciness

Thickness

Color

59.8%

34.6%

5.6%

Figure 7.3 (cont’d.)

Some Qualitative Attribute Analysis Techniques

 There are many others.

A Dimensional Attribute List

 Weight

 Rust resistance

 Length

 Color

 Water resistance

 Materials

 Style

 Durability

 Shock resistance

 Heat tolerance

 Explosiveness

 Flammability

 Aroma

 Translucence

 Buoyancy

 Hangability

 Rechargeability

 Flexibility

 Malleability

 Compressibility

Figure 7.4

An Idea Stimulator Checklist for

Industrial Products

 Can we change the physical/chemical properties

of the material?

 Are each of the functions really necessary?

 Can we construct a new model of this?

 Can we change the form of power to make it work

better?

 Can standard components be substituted?

 What if the order of the process were changed?

 How might it be made more compact?

 What if it were heat-treated/hardened/cured/plated?

 Who else could use this operation or its output?

 Has every step been computerized as much as possible?

Figure 7.5

Templates for Creativity

between two attributes Ex.: color of ink on coffee

cup is sensitive to heat and can reveal message if

coffee is too hot

with one from another environment Ex.: antenna is

replaced by headphone cord on Walkman

function to change the product Ex.: Removing

floppy drives resulted in ultra-thin PCs

a component internal to the product and one

external to the product Ex.: Toothpastes with

whiteners, suntan lotions with skin moisturizers

Figure 7.6

Source: Jacob Goldenberg and David Mazursky, Creativity in Product Innovation, Cambridge University Press, 2002

Relationships Analysis

 Force combinations of dimensions (features,

functions, and benefits) together.

 Techniques:

 Two-dimensional matrix

 Multidimensional (morphological) matrix

 Two-dimensional example: person/animal insured

and event insured against.

 Household cleaning products example used six

dimensions:

 Instrument used, ingredients used, objects cleaned,

type of container, substances removed, texture or form

of cleaner

Another Form of Dimensional Analysis

product ideas:

the customer’s life (such as simplicity, fun/image, environmental friendliness, reduced risk, convenience, and productivity).

when/where the product will affect the customer (purchase, delivery, use,

supplements, maintenance, disposal).

Figure 7.8

Source: W C Kim and R Mauborgne, “Knowing a Winning Business Idea When You See One,” Harvard Business Review, Sept.-Oct 2000, pp 129-138.

Other Methods:

Lateral Search Techniques

Lateral Thinking Avoidance

 Keep an idea from dominating thinking as it

always has in the past by asking avoiding questions.

 Ask “Is there another way of looking at this?”

 Ask “Why?”

 Focus on an aspect of the problem other than the “logical” one

 List all possible alternatives to every aspect of the analysis

 Break apart aspects (concepts) of the problem,

or combine them to create even more concepts

Some Creative Stimuli Words

 Guest stars

 Alphabet

 Truth

 Outer space

 Charity

 His and hers

 Style

 Nation

 Family

 Videotape

 Photography

 Testimonials

 Decorate

 Fantasy

 Hobbies

 Holidays

 Weather

 Calendar

 Push button

 Snob appeal

Use of the Ridiculous

 Hold them with your teeth.

 Use chewing gum.

suggest a not-so-ridiculous solution?