2009 The Holistic Approach

June 6-9, 2009Anaheim Convention Center

Anaheim/OC, CA

Integrated ResearchA HOLISTIC APPROACHA HOLISTIC APPROACH

Product Dynamics, division of RQA, Inc.

Research - A Holistic Approach In the beginning…there were questions – from everywhere.In the beginning…there were questions – from everywhere.

2Product DynamicsA Division of RQA, Inc.

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Research - A Holistic Approach

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Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay?

Product DynamicsA Division of RQA, Inc.

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Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.


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The Holistic Approach thinks about:

• Assessing Research Needs

• Working Smart

• Spending Money Wisely

The Holistic Approach thinks about:

• Assessing Research Needs

• Working Smart

• Spending Money Wisely



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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs

Assess the need -

• Don’t rush through this process – take “a minute” to understand

• How did you get here - background

• Is there more involved – think about “the Big Picture”

• What is the timeline

• Dig deeper

• Talk with others if you can

Assess the need -

• Don’t rush through this process – take “a minute” to understand

• How did you get here - background

• Is there more involved – think about “the Big Picture”

• What is the timeline

• Dig deeper

• Talk with others if you can


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State the objective and action standards -

• Clear

• Concise

• Acknowledge the “Big Picture”

State the objective and action standards -

• Clear

• Concise

• Acknowledge the “Big Picture”


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Justify the investment -

• Both money and time

• Will the “answer” give the project direction

• Picture the next steps

Justify the investment -

• Both money and time

• Will the “answer” give the project direction

• Picture the next steps



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Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart

Take into account what’s already known -

Previous Research

• Completed within the past year or two

• Within a similar product category or consumer segment

• Within different areas of the company

• Marketing• R&D• Quality


Previous Research

• Completed within the past year or two

• Within a similar product category or consumer segment

• Within different areas of the company

• Marketing• R&D• Quality



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In other areas of the company

• Such as Consumer Affairs

• Sales groups

• Challenge Marketing or Statisticians to dig for information “nuggets”


In other areas of the company

• Such as Consumer Affairs

• Sales groups

• Challenge Marketing or Statisticians to dig for information “nuggets”




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External Resources

• Competitor’s realities

• Association articles

• Published articles

• Business• General • Others


External Resources

• Competitor’s realities

• Association articles

• Published articles

• Business• General • Others




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PUSH for Learning!

Stretch – a little

• Probe areas of concern

• Stretch to understand consumers better

• Don’t settle for the status quo

PUSH for Learning!

Stretch – a little

• Probe areas of concern

• Stretch to understand consumers better

• Don’t settle for the status quo

Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely




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PUSH for Learning!

Integrate research when possible

• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality

• Take time designing research that can gather information for all

• Plan analysis to enhance understanding of the Product / Consumer equation

PUSH for Learning!

Integrate research when possible

• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality

• Take time designing research that can gather information for all

• Plan analysis to enhance understanding of the Product / Consumer equation





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PUSH for Learning!

Integrate Consumers as EARLY as POSSIBLE

• Be creative in their use

• Plan out your research steps

• Adjust as feedback is obtained

• Hit your target sooner!

PUSH for Learning!

Integrate Consumers as EARLY as POSSIBLE

• Be creative in their use

• Plan out your research steps

• Adjust as feedback is obtained

• Hit your target sooner!






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It doesn’t have to be

Let’s Talk about It!!


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Thank you! Thank you!

Product Dynamics, Division of RQA, Inc.

Product Dynamics, a Division of RQA, Inc.10608 W. 163rd PlaceOrland Park, IL 60467Ph: 708.364.7060

rqa-inc.comproductdynamicsdivision.com

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2009 The Holistic Approach