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market research and benchmarking
question: did everyone get my "email test”?
magenta?
red
coral
orange
amber
yellow
chartreuse
green
cyan?
blue
periwinkle
purple
onyx
onyx chartreuse blue
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focus groups interviews surveys observation persona building user testing
market researcha snapshot of the market
understand the demand/competition/trends more quantitative + sales focus
literature review internet search
trade shows visiting points of sale
experts benchmarking
both are important and happen throughout design process for getting ideas, evaluating ideas, and refining ideas
ANTH 4035 Ethnographic Research Methods ANTH 4121 Business Anthropology
MKTG 3010 - Marketing Research
insights from actual/potential customer understand user behavior, needs, motivation more qualitative + needs focus
user research
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benchmarkingIs the continuous process of measuring products, services and practices against the toughest competitors or those recognized as industry leadersonline and in person
User and Market Researchexplore the existing market, find opportunities, get inspired
design process (step one)
take notes, photographs, sketch ideas in your notebook
(market research - benchmarking)
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Brainstorm Assignment60 total ideas for fun and functional home solutions note: avoid purely digital apps
Choose your overall favorite 10 ideas
make photocopy duplicates of these 10
pages
Redraw these 10 ideas on 10 half-sheets
of paperwith a sharpie
include a title and your name on each
bring your 10 pages of ideas, the
photocopies of those 10 pages, and your notebook to lab
this week
in your notebook
505
make informed decisions
have ideano / poor
market research
full steam ahead!
good market
research
find similar idea on market
get upset give up
(really?! keep looking)
OK do people want it? can you make it?
are there distantly related products?
find nothing similar
yep nothing
like it
edit your idea
can you do it better? can you do it different?
bad designer!
No!
bad designer!
No!
“we will do the same thing BUT make it better and for less money"
- every business student ever
can you actually do it better? can you actually do it different?
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this is not a product… but what if…?
it can be fun to make ice cream by playing with a cold container full of liquid ice cream ingredients!
an INSIGHT!
from experience observation asking … youtube
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The Ice Cream Ball!it’s the best idea i’ve ever had
i can’t tell anyone or else they will steal it
ice cream ball
put ice in the outer chamber and ingredients in the inner
and roll it around
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these sketches represent the same idea
not a creative idea
VERY creative idea
kudrowitz, te, wallace 2012
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have idea
good market
researchice cream ball
put ice in the outer chamber and ingredients in the inner
and roll it around
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copyingnon-
improvement change
incremental improvement
new interface/ interaction
radically different means/technology
all of these meet the same need/purpose all are market alternatives
some naughty companies just do this and are profitable
there is a known market
you can/should/will be more creative
it can be fun to make ice cream by playing with a cold container full of liquid ice cream ingredients!
ice cream ball
put ice in the outer chamber and ingredients in the inner
and roll it around
505
copyingnon-
improvement change
incremental improvement
new interface/ interaction
radically different means/technology
ice cream ball
put ice in the outer chamber and ingredients in the inner
and roll it around
Let’s Practice
have idea
good market
research
find similar idea on market
edit your idea can you do it better?
can you do it different?
it can be fun to make ice cream by playing with a cold container full of liquid ice cream ingredients!
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chocolate + nougat
chocolate + nougat
+ caramel
chocolate + nougat + caramel + peanuts
how much do we need to change to be successful?
how innovative do you want your idea to be?
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chef’n mini ice cream sandwich
19.99
yay labs ice cream ball
28.10
bigfoot ice cream machine
38.75
chef’n sweet spot
37.16
gourmet ice cream maker
23.99
how much of the market to benchmark?
alternative purchase
different user group
no longer sold related products
$19.99 - $59.99 price range, chef’n leader, aesthetics
cra-z-art real ice cream maker
29.95
cra-z-art cotton candy maker
59.99
zoku instant ice cream
27.99
know your competition
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free market/user researchwith dozens of suggestions for improvements and desires! benchmarking is also a means of idea generation
yay labs ice cream ball
28.10
bigfoot ice cream machine
38.75
chef’n sweet spot
37.16
chef’n mini ice cream sandwich
19.99
gourmet ice cream maker
23.99
cra-z-art real ice cream maker
29.95
cra-z-art cotton candy maker
59.99
zoku instant ice cream
27.99
505
yay labs ice cream ball
28.10
leaks leaked mess leak broke sides leaking
free market/user researchwith dozens of suggestions for improvements and desires! benchmarking is also a means of idea generation
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blue ocean few competing products (but unproven market)
red ocean lots of competing products
(but proven market)
benchmarking is assessing whether you are in a blue or a red ocean. if it’s red, can you find a gap of blue?
- andrew comfort
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(red ocean) benchmarkingcomparing your product to competitors
(this is when you actually have a market ready product)
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what about IP?intellectual property - patents
short answer: don’t worry about it yet
long answer:
you can’t patent an idea, only a specific implementation
505
Brainstorm Assignment60 total ideas for fun and functional home solutions note: avoid purely digital apps
Choose your overall favorite 10 ideas
make photocopy duplicates of these 10
pages
Redraw these 10 ideas on 10 half-sheets
of paperwith a sharpie
include a title and your name on each
bring your 10 pages of ideas, the
photocopies of those 10 pages, and your notebook to lab
this week
in your notebook
505
