market research

conducting

martha stewart’s cookies

assignment 1create a new cookiecreative in flavor, form, texture and/or etc

assignment 1

create a new cookieassignment 1final cookie

Anna AquinoMaggie Raddatz

assignment 1create a new cookieidea generation

Tiina Otala

Anna Aquino

assignment 1create a new cookietesting ideas

Anna AquinoAayush Patkar

assignment 1create a new cookieiteration

Tiina Otala Maggie Raddatz

bake sale stats112 Students, 3 Bags Each336 Bags Total (on display for 7 hours)248 Bags Sold (74%)

59 Sold in First Hour

0

20

40

60

80

100

Sold All Sold 2 Sold 1 Sold None

for “Sale Score”7pts if bag sold 1st hour6pts if bag sold 2nd hour…1pt if bag sold 7th hoursum scores of all bags sold

hekkert et al, 2003Novelty

Typi

calit

yMAYA Most Advanced Yet Acceptable

what is innovative?novel application or combination of ideas and technology into marketable products or services

Bigger = More Bags Sold, & Bigger if Sold Faster

allychicken and waffles

alesialandslide cookie

joeybetter than meth

laurennot grandma's apple pie

chapinbour-beast

anna marieTortehlookie

project themesdesign is about creating things for other people

Mop (cleaning floors)Toilet Brush (cleaning toilets)Diaper Pail (disposing baby poop)Kitchen Trash Bin (containing waste in the kitchen)Electric Kettle (boiling water)Reading Light (providing directional light for reading)Dog Leash (walking dogs)Bird Feeder (feeding birds)Bike Pannier (on-bike storage)Phone Car Mount (attaching phone to car)Tape Measure (portable measuring)First Aid Kit (portable/organization of first aid)Pill Organizer (organizing pills)Step Stool (portable stool)Folding Table (portable table)Garden Hose Nozzle (watering garden/plants)

project themesKitchen Trash Bin Noah Bilitz

Kitchen Trash Bin Aayush PatkarKitchen Trash Bin Morgan Shryock

Kitchen Trash Bin Erik Castruita-OntiverosKitchen Trash Bin Tabitha WongKitchen Trash Bin Flora Hong

Kitchen Trash Bin Noah HertelBird Feeder Catherine Nguyen

Bird Feeder Pong Tay VueBird Feeder Santi Jurado

Bird Feeder Ben Scambler

Bird Feeder Logan WarnerBird Feeder Alvina Salim

Bird Feeder Miles ClarkTape Measure Xander Thomas

Tape Measure Jeff WatkinsTape Measure Ally CondonTape Measure Ryan Slomkowski

Tape Measure Sophia CorraoTape Measure Maggie Raddatz

Tape Measure David LefebvreBike Pannier Jack SchutzBike Pannier Asia Posey

Bike Pannier Luke KauffmanBike Pannier Olivia Tan

Bike Pannier Zenab KashifBike Pannier Mo ChenBike Pannier Abbey Butzine

Dog Leash Amanda VangDog Leash Anna Zach

Dog Leash Ian YunisDog Leash Pei Jet Jet Teh

Dog Leash Sofia Rivers

Dog Leash Eric WoolnerDog Leash Tasha O'Donnell

Garden Hose Nozzle Wil Schulze

Garden Hose Nozzle Baonhia XiongGarden Hose Nozzle Ashmita Sarma

Garden Hose Nozzle Alexis ParksGarden Hose Nozzle Alesia Meulemans

Garden Hose Nozzle Emily ChakGarden Hose Nozzle Marc Vatch

Step Stool Anthony WoodardStep Stool Sam Westlake

Step Stool Will Toth

Step Stool Dylan AndersonStep Stool Audrey Bordner

Step Stool Ethan SymesStep Stool Kiet Ho

Reading Light Elia KrisetyaReading Light Tessa Loeck

Reading Light Benton CrotteauReading Light Ben Dickison

Reading Light Lauren LeeReading Light Michael MiltenbergerReading Light Allie Butler

Phone Car Mount Ellie KestnerPhone Car Mount Jesse Arneberg

Phone Car Mount Jessica JenkinsPhone Car Mount Avery Schlegel

Phone Car Mount Doug SilverPhone Car Mount Natalie BaiocchiPhone Car Mount Sarah Gallagher

Mop Malyssa MavetzMop Kevin KwokMop Rae Knopf

Mop Anthony KimmMop Nick Jantschek

Mop Carrie AgustinMop Jenna Stellmack

Folding Table Nicole Reber

Folding Table Brinnen MorganFolding Table Shane Litman

Folding Table Anisha JoshiFolding Table Abbas Vajihi

Folding Table Sofia FickFolding Table Lin Chen

Toilet Brush Jack Courington

Toilet Brush Michael BroomfieldToilet Brush Sarah Gleason

Toilet Brush Drew BartodziejToilet Brush Emma Delisi

Toilet Brush Chapin GalowitzToilet Brush Yusuf Khairulhuda

Diaper Pail Natalia AuliaDiaper Pail Anna Marie MitchellDiaper Pail Divya Gulrajani

Diaper Pail Cade StensbyDiaper Pail Molly Hoopingarner

Diaper Pail Gabby AminiDiaper Pail Jaeger Kolstad

Electric Kettle Killian MillerElectric Kettle Sarah Poehlmann

Electric Kettle Mong Nguyen

Electric Kettle Riley BoedigheimerElectric Kettle Michael Thao

Electric Kettle Liam ArbeiterElectric Kettle Hannah Willmarth

First Aid Kit Joey JensenFirst Aid Kit Reis Henriksen

First Aid Kit Skyler LarsonFirst Aid Kit Julia CarpenterFirst Aid Kit Kai Alton

First Aid Kit Anna AquinoFirst Aid Kit Stella Fortier

Pill Organizer Dilon LouzekPill Organizer Ian Shepler

Pill Organizer Tiina OtalaPill Organizer Kevin Burns

Pill Organizer Ky Nguyen

Pill Organizer Mishka ThackerPill Organizer Abby Parris

nobody on your team has the same theme

project themesstep one is to get to know the product and the product markettechnically how it works (product research)and then what/where is the market (market research)

It’s not just about that specific product embodiment (but it could be). You will eventually be looking broader to the broader context and probleme.g. if you redesign diapers then maybe you don’t need a diaper pail at all.

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” -Theodore Levitt

Randall Munroe

Thing Explainer David Macaulay

The Way Things Work

technically what is it?

focus groups interviews surveys observation persona building user testing

a 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 researchmarket research

Is the continuous process of measuring products, services and practices against the toughest competitors or those recognized as industry leadersonline and in person

benchmarking

online is good but not good enough

comparison shoppingMop Toilet Brush Diaper Pail Kitchen Trash Bin Electric Kettle Reading Light Dog Leash Bird Feeder Bike Pannier Phone Car Mount Tape Measure First Aid Kit Pill Organizer Step Stool Folding Table Garden Hose Nozzle

Mop Toilet Brush Diaper Pail Kitchen Trash Bin Electric Kettle Reading Light Step Stool

Electric Kettle Phone Car Mount Reading Light Mop

Kitchen Trash Bin Bird Feeder Tape Measure First Aid Kit Step Stool Folding Table Garden Hose Nozzle

Mop Toilet Brush Kitchen Trash Bin Reading Light Step Stool Folding Table

Dog Leash Bird Feeder

Bird Feeder Garden Hose Nozzle

big box in-person product research

Bike Pannier First Aid Kit Pill Organizer

not campus store

explore at least 3 stores in person

comparison shoppingbig box in-person product research

you could be honest that this is a class project if askedthey are most concerned about competitor retailers BUT you may get kicked out of a storebe discrete if you are taking photos or noteswear headphones start with a photo outside the store

comparison shoppingbig box in-person product research

target brand$18-25

sparoom$15-30

airome$10-25

chesapeake bay$30

price, brandwhat else?

comparison shoppingbig box in-person product research

just one store - 17 different product SKUs  (stockkeeping unit)an individual product identification code that allows it to be tracked for inventory purposes

how much of the market to benchmark?similar solutions with similar features at similar cost can be grouped!

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, unique features, user reviews

cra-z-art real ice cream maker

29.95

cra-z-art cotton candy maker

59.99

zoku instant ice cream

27.99

who is the competition

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

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

reviews and critiquesfake spotting

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

comparing your product to competitors

(this is when you actually have a market ready product)

(red ocean) benchmarking

visual benchmarking

Product Name+Brand

Cost

Key Features/Specifications

Retailer

typical 5 star comment

typical 1 star comment

having the physical products is helpful to test them, but we/you can’t afford that for this class.

if saturated market, similar solutions with similar features at similar cost can be grouped!

arranging from "low end" to "high end”

how many to present? everything that would be significant. it may be a long table (10-20)

products X, Y and Z

2x2when you want to visually present the product space in a more readable manner

xkcd

2x2when you want to visually present the product space in a more readable manner

A visual summary to present the benchmarking without overwhelming someone.

This graph does not need all the table info (just name and cost)

It also doesn’t need all the products, just the most representative of the market (~10)

You can select the axes, but cost is typically the x-axis.

What axes labels to choose?

comparison shoppingbig box in-person product research

Concern: building a box for ideationpushes towards incremental

Benefit:identify opportunities, understand the market

IDEAS FIT IN HERE

user research

market research

trend shopping

bench marking

user observation

need finding

uncovering needs by talking to and

observing people in the target user demographic(next module)

uncovering opportunities by

better understanding the current market

offerings

Thursday

trend searching & shopping (not at the big box chains)

service at your own convenience at any time you wantno employees/automationpay per usebring the company to youno centralized establishment integrated computing

http://www.trendwatching.com/tips/

blog assignment 2 TAG: market research

1) An illustrated overview of the generic product detailing the functionality (could be Randall Munroe or David Macaulay style).  In text, also include specific materials of the product, the target user, the general context of use, and any interesting and/or historic notes about the product topic. 

2) Do the market research on your product genre online and in stores (3+ stores in person).

What are the major brands/names/types of product? Where are they being sold? What is the price? What are the key features/specifications/distinctions of these different brands/models?  What are the typical 5-star/1-star comments of different products (if available). Present this data in a table and then simplify the table content into a 2x2 with approximately 10 products from your table. Additionally, outside of this visual, in text, describe the following:  What is the context of where these products are sold in a store? Are there any innovative concepts in this space or alternative solutions?

3) Analyze the online reviews (Amazon with FakeSpot). What features/functionality are important to users? What are the common complaints from users? Which product(s) seem to be the highest rated and why?

4) What kind of societal lifestyle trends, not retail or product, do you see influencing your product category? What specific trends in retail and product do you see impacting your product category? In both cases document with images and text.

5) After and while doing the market research, note product opportunities and sketch 10 new product ideas related to your topic.

blog assignment 2 Assignment Due 9/25Peer reviews due 9/27

outline/timeline due tomorrow

students with same theme will be reviewed by the same TA

remember outline (product intro, visual benchmarking, online reviews, trend research, new ideas) and timeline

Thursday - Trend Research w/ Wendy HortonTuesday - Product Industry Panel (Target & 3M)*come with questions

schedule