IDEA GENERATION • Pencarian ide kreatif yang menghasilkan nilai untuk konsumen dalam pasar p Sources of Ideas
- Technology - Market need / user solution - Production / service - Competition / other firms - Channel Ch l off di distribution t ib ti off suppliers - Managers / employee - Environmental change
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Methods of Idea Generation - Direct search - Technological Innovation - Exploratory user studies - Facilitationg lead users - Integrationoff technology and marketing - Creative methods - National Policy - Alliances acquisition/ licencing
IDEA GENERATION PROCESS
Screened New Product Ideas - Concept - Prototype - Product
Sumber Ide • Technology : teknologi baru menghadirkan kesempatan baru untuk memenuhi kebutuhan konsumen • Market M k N Needs d &U User solution l i : dengan d strategii proaktif k if mencarii customer needs dan kadang-kadang konsumen memberikan solusi • Production & service : inovasi dari produksi, masukan dari informasi tentang gap antara perusahaan dan customer • Competitor C i dan d perusahaan h lain l i : melihat lih inovasi i i competitor i (meniru atau lebih baik) dan mendapat ide dari perusahaan lain yyang g tidak berhubungan g C&C
Sumber Ide (cont’d)
• Channel of distribution and suppliers : ide dari supplier, mengerti hubungan dan decision rule channel of distribution dapat mengembangkan ide baru • Management & employee : ide dari manager dan pekerja yang tidak secara langsung terlibat dengan pengembangan produk baru. • Environmental change : demografi, ekonomi, politik, regulasi
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Kekuatan Perusahaan : teknologi • Braun : Utilize innovative design in every product. d (design (d i to make k a different) diff ) • Coca cola : Gain value by being bottled in our bottling system • Herman Miller : Utilize our fine furniture designers
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Kekuatan Perusahaan : Market • Nike : Be for all sports and not just shoes • IBM : Be for all people in computers, computers not just techie types
• Gerber : Be for babies and only babies
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Kekuatan Perusahaan : Guidelines • Offer genuine value
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Kekuatan Perusahaan : Guidelines • be almost impossible p to create
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Kekuatan Perusahaan : Guidelines • Use only internal R&D • Have high value to us and to the customer
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Identifying here The “Greenfield Markets” Are • Fine another location or venue.
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Identifying here The “Greenfield Markets” Are • Leverage your firm’s strengths in a new y center. Nike,, Honeywell y activity • Identify a fast-growing need, and adapt your products to that need. need
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Identifying here The “Greenfield Markets” Are • Find a “new to you” industry. GE, Disney.
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Identifying here The “Greenfield Markets” Are
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M t d Pencarian Metoda P i Ide Id • •
•
Direct search : orang di perusahaan mencari informasi kebutuhan konsumen dan peluang untuk melayani konsumen dengan lebih baik Technological g Innovation : – Technical Information Flow : informasi flow tentang ide-ide teknologi terbaru untuk pengembang produk, termasuk sumber teknologi eksternal – Technological Forecasting : peramalan teknologi potensial dengan cara trend extrapolation dan expert judgement Exploratory Customer Studies : – Observasi bagaimana orang membeli dan menggunakan produk – Focus group : untuk mempelajari pendapat, struktur, pola penggunaan, sikap dan proses membeli – Individual I di id l exploratory l t consumer research h C&C
Metoda Pencarian Ide (cont’d) •
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Facilitating Lead User Analysis – Facilitating g user solution : melibatkan p pengguna gg dalam pengembangan ide produk dengan : • Memberikan produk dengan harga murah atau g gratis • Membentuk kemitraan dengan pengguna • Program khusus untuk custom one of a kind work • Product modification by user – Lead User Analysis : melibatkan pengguna dalam aktivitas positif . Lead user menghadapi kebutuhan yang umum dalam pasar tetapi menemukannya sebelum masuk ke pasar. Lead user diposisikan untuk menghasilkan benefit signifikan dengan menghasilkan solusi
Metoda Pencarian Ide (cont d) (cont’d) • • • •
Specify lead user indicators Identify y lead user groups g p Generate concepts (products) with lead users Test lead user concepts (products)
• Li Linking ki M Marketing k ti & T Technology h l : menentukan t k suksesnya k strategi proaktif dalam mengembangkan produk baru. Bentuk hubungan : – Formal organizational structure – Interpersonal relation – Analytical support e.g. QFD, lead user analysis
• Creative Methods Creative : ….. C&C
Metoda Pencarian Ide (cont’d) Creative (Prince) : manusia adalah creative problem solver, created synectics Creative approach (Edward de Bono) : lateral thinking menghasilkan beberapa alternatif baru dan pola baru selain vertikal thinking – Individual Creativity – Creative Group Method : tidak menjamin produk baru yang potensial tetapi menciptakan iklim produktif untuk kreativitas. T gas grup Tugas gr p : membantu membant individula indi id la untuk nt k mengaplikasikan pengetahuan untuk membuat solusi kreatif. • Brainstorming : kelompok mencoba menghasilkan beberapa ide berbeda • Morphological analysis
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– – – – –
Explicitly formulate the problem Identify parameters Li t allll possible List ibl comibations ib ti off parameters t Examine feasibility of all alternatives Select the best alternative
Metoda Pencarian Ide (cont’d) • Teknik-teknik lain – – – – –
Establish openness and paricipation Encourage many and diverse ideas Build on each other’s ideas Orient toward problems Use a leader to g guide discussion
• Group session (Gordon & Prince) – – – –
Listen Most ideas have some good element A common understanding of a specific problem Specific group leader
– National Policy : metoda makro berdasarkan government support biasanya program skala besar dan kemungkinan pengembangan besar – Aliansi, Akuisisi dan Lisensi C&C
Idea Management g • Idea Selection • Jumlah ide
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Identifikasi Kebutuhan Konsumen • Tujuan T j metodologi t d l i id identifikasi tifik i kkebutuhan b t h kkonsumen : – – – –
Ensure that the product is focused on customer needs Identify y latent or hidden needs as well as explicit p needs Provide a fact base for justifying the product specifications Create an archival record of the needs activity of the development process – Ensure that no critical customer need is missed or forgotten – Develop a common understanding of customer needs among the development team members Mission Statement
Identify Customer Needs
Establish Target Specification
Analyze Competitive Products
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Generate Product Concept
Select a Product Concept
Perform Economic Analysis
CONCEPT DEVELOPMENT
Refine Specifications
Development Plan Remaining Plan Development Project
Overview of Customer Needs Process • Definisikan batasan dan cakupan k – Membuat Mission Statement
• Kumpulkan data kasar – Interviews – Focus Groups – Observation
• Artikan data kasar dalam bentuk kebutuhan konsumen C&C
– Need Statements
• Organisasikan kebutuhank b h kebutuhan – Hierarchy – primary, secondary and/or tertiary secondary,
• Kembangkan kepentingan relatif antar kebutuhan kebutuhankebutuhan – Surveys – Quantified Needs
• Cerminkan dalam hasil dan prosesnya – Continuous Improvement
Customer Needs Example: Cordless Screwdrivers
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Mission Statement p Screwdriver Project j Example: Product Description •A hand-held, power-assisted device for installing threaded fasteners Key Business Goals •Product introduced in 4th Q of 2000 •50% gross margin •10% share of cordless screwdriver market by 2004 Primary Market •Do it yourself consumer •Do-it-yourself Secondary Markets •Casual consumer •Light-duty professional Assumptions •Hand-held •Power assisted •Nickel-metal-hydride rechargeable battery technology Stakeholders •User •Retailer •Sales force •Service center •Production •Legal department C&C
Define the scope of the effort • Perusahaan menentukan kesempatan pada pasar tertentu tertentu, kendala yang ada dan tujuan proyek untuk menentukan misi (mission statement) • Mission statement mengandung informasi : – Brief (one-sentence) description of product – Key business goals – Target market for the product – Assumptions that constrain the development effort – Stakeholders C&C
Gather raw data from customers • Metodologi : – Interview – Focus group – Observing the product in use – Written surveys
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Visual Informatio n Example: Book Bag Design
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Percen nt of Needs Identified
100
How Many Customers?
80
60 One-on-One Interviews (1 hour) Focus Groups (2 hours) 40
20
0 0
1
2
3
4
5
6
7
8
9
Number of Respondents or Groups C&C
From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”, Marketing Science. vol. 12, no. 1, Winter 1993.
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Siapa Konsumen yang Akan Di i i Pendapat? Dimintai P d ? • Lebih efektif jika menginterview sekelompok orang yang disebut lead users (pengguna utama) karena: – Seringkali mengutarakan kebutuhan yang baru diketahui/muncul, karena j g untuk menggunakan gg produk p dengan g mereka harus berjuang kekurangannya. – Mereka mungkin sudah menciptakan solusi yang dibutuhkan untuk mengatasi kebutuhan mereka.
• Lebih efektif untuk mencari informasi dari end user (pemakai), walaupun juga penting untuk mengumpulkan data dari konsumen lainnya y dan stakeholders • Untuk industrial, commercial dan consumer products, bisa dengan kontak melalui telp. Akan tetapi perlu disadari bahwa seringkali untuk consumer products akan lebih sulit karena kurangnya benefit langsung untuk konsumen yang dihubungi. C&C
Gather raw data from customers (cont’d) • The Art of Eliciting Customer Needs Data – Panduan interview • • • • •
Walk us through a typical session using the product What do you like about the existing products? Wh t do What d you dislike di lik about b t the th existing i ti products? d t ? What issues do you consider when purchasing the products/ What improvements would you make to the products?
– Panduan agar interaksi dengan konsumen efektif f f • Go with the flow • Use visual stimuli and props • Suppress preconceived hypotheses about the product tech. • Have the customer demonstrate the product and/or typical tasks related to the product • Be B alert l t for f surprises i and d th the expression i off llatent t t needs d • Watch for nonverbal information
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Gather raw data from customers (cont’d) • Documenting Interactions with customers – Audio tape recording – Notes N t – Videotape recording – Still photography
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Interpret the raw data in term of customer needs • Guideline untuk penulisan need statement : – Express the need in term of what the product has to do, not in terms of how it might do it – Express the need as specifically as the raw data – Use U positive, iti nott negative, ti phrasing h i – Express the need as an attribute of the product – Avoid the words must and should C&C
Five Guidelines for Writing Needs Statements Guideline
Customer Statement
Need Statement-Wrong
Need Statement-Right
What Not How
“Why don’t you put protective shields around the battery contacts?”
The screwdriver battery contacts are covered by a plastic sliding door.
The screwdriver battery is protected from accidental shorting.
The screwdriver is rugged.
The screwdriver operates normally after repeated dropping.
Specificity “I drop my screwdriver all the time.”
Positive Not Negative
“It doesn’t matter if it’s raining, I still need to work outside on Saturdays.”
The screwdriver is not disabled by the rain.
The screwdriver operates normally in the rain.
Attribute of the Product
“I’d like to charge my battery from my cigarette lighter.”
An automobile cigarette lighter adapter can charge the screwdriver battery.
The screwdriver battery can be charged from an automobile cigarette lighter.
Avoid “Must” and “Should
“I hate it when I don’t know how much juice is left in the batteries of my cordless tools.” tools ”
The screwdriver should provide an indication of the energy level of the battery battery.
The screwdriver provides an indication of the energy level of the battery battery.
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Organize the needs into a hierarchy • Prosedur : – Print or write each need statement on a separate card or self-stick note – Eliminate redundant statement – Group the cards according to the similarity of the needs they express – For each group, choose a label – Consider creating “supergroups” consisting of t two to t five fi groups – Review and edit the organized needs statement C&C
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Establish the relative importance of the needs • Hasil : numerical importance weighting for a subset of the needs • Pendekatan dasar : – Relying on the consensus of the team members based on their experience with customers – Basing the importance assessment on further customer survey
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Reflect on the results and the process • Have we interacted with all of the important types of customers in our target market ? • Are we able to see beyond needs relate only to existing products in order to capture the latent needs of our target customers? • Are there areas of inquiry we should pursue in follow-up interviews or surveys? • Which of the customers we spoke to would be good participants in our on going development efforts? • What do we know now that we didn’t know when we start? Are we surprised by any of the needs • Did we involve everyone within our own organization who needs to deeply understand customer needs? • How might we improve the process in future efforts? C&C
Needs Translation Exercise: B k Bag Book B Design D i Example E l • “Lihat bagaimana kulit yang ada di bagian dasar luar tas • • •
•
tergores-gores. Sungguh kelihatan jelek.” “Tas ini nyawa saya; jika saya menghilangkannya, saya akan b d ddalam berada l kesulitan k lit yang sangatt besar” b ” “Tidak ada yang lebih buruk dari sebuah pisang yang tergencet dan hancur oleh sisi sudut buku teks.” “Saya tidak pernah menggunakan kedua tali tas ransel saya, biasanya saya hanya menggunakan satu saja pada salah satu bahu saya.” y “Paling kesal jika saya mencari-cari barang kecil di dalam tas ransel saya, tidak ketemu-ketemu, tercampur dengan banyak barang lainnya lainnya.” C&C
Caveats (Warnings) • • • • • • • • • •
Capture “What, Not How”. Meet customers in the use environment. Collect visual, verbal, and textual data. p will stimulate customer responses. p Props Interviews are more efficient than focus groups. Interview all stakeholders and lead users. Develop an organized list of need statements. Look for latent needs. needs Survey to quantify tradeoffs. Make a video to communicate results. results C&C
