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

CHAPTER 7
CHAPTER 7
ANALYTICAL ATTRIBUTE APPROACHES:
ANALYTICAL ATTRIBUTE APPROACHES:
TRADE-OFF ANALYSIS
TRADE-OFF ANALYSIS
AND QUALITATIVE TECHNIQUES
AND QUALITATIVE TECHNIQUES
McGraw-Hill/Irwin
Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved.
Trade-Off (Conjoint) Analysis
Trade-Off (Conjoint) Analysis

Put the determinant attributes together
in combinations or sets.

Respondents rank these sets in order
of preference.

Conjoint analysis finds the optimal
levels of each attribute.
Thickness Spiciness Color Actual
Ranking*
Ranking as
Estimated
by Model
Regular Mild Red 4 4
Regular Mild Green 3 3
Regular Medium-Hot Red 10 10
Regular Medium-Hot Green 6 8
Regular Extra-Hot Red 15 16

Regular Extra-Hot Green 16 15
Thick Mild Red 2 2
Thick Mild Green 1 1
Thick Medium-Hot Red 8 6
Thick Medium-Hot Green 5 5
Thick Extra-Hot Red 13 13
Thick Extra-Hot Green 11 11
Extra-Thick Mild Red 7 7
Extra-Thick Mild Green 9 9
Extra-Thick Medium-Hot Red 14 14
Extra-Thick Medium-Hot Green 12 12
Extra-Thick Extra-Hot Red 17 18
Extra-Thick Extra-Hot Green 18 17
* 1 = most preferred, 18 = least preferred.
Conjoint Analysis Input: Salsa Example
Conjoint Analysis Input: Salsa Example
Figure 7.2
Regular Thick Ex-Thick
U
T
I
L
I
T
Y
2
1
0
-1
-2

Mild Medium-Hot Ex-Hot Red Green
Thickness Spiciness Color
0.161 0.913 -1.074 1.667 0.105 -1.774 -0.161 0.161
Conjoint Analysis: Graphical Output
Conjoint Analysis: Graphical Output
Figure 7.3
Conjoint Analysis:
Conjoint Analysis:
Relative Importance of Attributes
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
Some Qualitative Attribute Analysis
Techniques
Techniques

Dimensional Analysis

Checklists

Relationships Analysis


There are many others.
A Dimensional Attribute List
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
An Idea Stimulator Checklist for
Industrial Products
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
Templates for Creativity

Attribute Dependency:
Find a functional dependency
between two attributes. Ex.: color of ink on coffee
cup is sensitive to heat and can reveal message if
coffee is too hot.

Replacement:
Remove a component and replace
with one from another environment. Ex.: antenna is
replaced by headphone cord on Walkman.

Displacement:
Remove a component and its
function to change the product. Ex.: Removing
floppy drives resulted in ultra-thin PCs.


Component Control:
Find a new connection between
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
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
Another Form of Dimensional Analysis

Two key dimensions for winning new
product ideas:
•
Utility lever:
How the product will affect
the customer’s life (such as simplicity,
fun/image, environmental friendliness,
reduced risk, convenience, and productivity).
•
Buyer’s experience cycle:
The stage
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:
Other Methods:
Lateral Search Techniques
Lateral Search Techniques

Free association

Stereotype activity


Lateral thinking avoidance

Creative stimuli words

Studying “big winners”

Use of the ridiculous

Forced relationships
Lateral Thinking Avoidance
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
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
Use of the Ridiculous

How can you join two wires together?

Hold them with your teeth.

Use chewing gum.

Can you think of others?

Do any of these ridiculous ideas
suggest a not-so-ridiculous solution?