JOURNAL
twinkle22
352DP-Ch-7.pptCHAPTER 7
ANALYTICAL ATTRIBUTE APPROACHES:
TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES
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TRADE-OFF (CONJOINT) ANALYSIS
- Determinant attributes together in combinations or sets.
- Respondents rank sets in order of preference.
- Conjoint analysis finds optimal levels of each attribute.
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Conjoint Analysis Input: Salsa Example
Figure 7.2
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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: Graphical Output
Figure 7.3
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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.)
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CONJOINT ANALYSIS FOR MORE COMPLEX PROBLEMS
- Full-profile salsa conjoint analysis (all possible combinations were included).
- For larger problems, a fractional factorial design may be used (selected subsets of the combinations in which each level and each attribute is used at least a few times). Rankings and results are similar to the full-profile analysis.
- More advanced methods needed for very complex problems, and also to handle interactions among attributes.
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COMMERCIALLY AVAILABLE CONJOINT METHODS
- Advanced conjoint analysis methods available commercially include:
- Adaptive conjoint analysis - respondent judges the importance of the attributes, then responds to options that focus on the most important attributes and levels.
- Choice-based conjoint analysis - the respondent is shown several choices in combination and asked which is preferred.
- Both procedures reduce the number of attributes to which the respondent is exposed.
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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.
Source: Jacob Goldenberg and David Mazursky, Creativity in Product Innovation, Cambridge University Press, 2002.
Figure 7.6
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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 uses six dimensions:
- Instrument used, ingredients used, objects cleaned, type of container, substances removed, texture or form of cleaner
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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).
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.
Figure 7.8
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MORPHOLOGICAL MATRIX:
NEW COFFEE MAKER
Heating:
Heating element in pot
Open flame under pot
Microwave unit
Adding Coffee:
By spoon
Built-in measuring cap
Automatic feed
Filtering:
Filtering paper
Porous ceramic filter
Centrifuge method
Keeping Coffee Warm:
Thermal insulating technology
Warming unit built in
External heat source
Pouring Coffee:
Valve under pot
Pump in lid of pot
Espresso-like jets
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OTHER METHODS:
LATERAL SEARCH TECHNIQUES
- Free association
- Stereotype activity
- Lateral thinking - avoidance
- Creative stimuli words
- Studying “big winners”
- Use of the ridiculous
- Forced relationships
See Appendix B
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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.
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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
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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?
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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.
