NewProd01
METHODOLOGY
• Trusted Advisor• Unmeet Need Recognition
-- Utility Profiles-- Clustering Needs/attribute conflicts-- Internal Validity
• Virtual Engineer• Design Pallet• Market Potential of Design
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UNMET NEED
• IF UTILITY (U*) DROPS AFTER QUESTION – NOT FILLING A NEED
• UTILITY PROFILE HAS DROP
• DROP TRIGGERS VIRTUAL ENGINEER DIALOG FOR DESIGN QUALITATIVE INPUT
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IMPLICATIONS• BETTER DESIGN AND TESTING OF
PRODUCTS BY FIRMS WITH THE INTERNET– Information Acceleration– Listen In Feedback
• INTERNET STARTUPS SHOULD USE DEVELOPMENT PROCESS WITH TIME TRADEOFF
NewProd01
Hi, I'm Ray, Truck Town's designengineer. Irene tells me that shecan't find a truck that fits your needs. You have specified requirements that cannot be met by the currently available trucks.
NewProd01
For example, you said that you want the smallest available truck, yet you wanted a truck that can haul. In general, larger trucks are better at towing than smaller trucks. With some further information from you, you can help us design better trucks for the future. Thanks for your help!
NewProd01
What do you plan on towing?
Big trailer
Small trailer
Boat
Jetski
Camper
Other (approx. weight) lbs.
Don’t know
NewProd01
What do you plan to haul?
Bikes Surf board Construction Motor cycle materials Generators Garden supply Hay Grocery Other (approx. weight) lbs. (approx. size) cubic feet
Don’t know
NewProd01
Why do you want a 8 (10) cylinder engine?
Faster acceleration
Others
done with selecting
Higher hauling/towing capacity
Don’t know
Faster to move uphill
Easy merge on freeway
Quiet
Durable
NewProd01
Please supply us with any further comments on a truck that meet your needs.
I am done
NewProd01
Thank you for your time!
The recommendations our advisor hasmade for you are in the show room.
You can also try our design palletwhere you can create your own truck!
Go to design palette
Go to the show room
Main mapBackNewProd01
POTENTIAL(TOTAL PICKUP TRUCK MARKET IS ABOUT $5 BILLION)
NAME OF PROFILE
SIZE(SHARE OF CUSTOMERS)
OUR SHARE NOW(PROFILE)
OUR NEW SHARE(PROFILE)
TOTAL SHARE GAIN(PICKUPS)
SMALL TOW & PLOW
10% 20% 30% 1%*
4 DOORS,SHORT BED,WILL PAY
5% 25 37.5% .6%**
*1% X 25 BILLION = $250 MILLION POTENTIAL**.6 X 25 BILLION = $150 MILLION
Starting: bed length=5 feet, cab = 2 doors
Adjusted to bed length=7 feet
Changed cab size to 4 Doors (bed length is still 7 feet)
Changed bed length to 5 feet (cab size is still 4 doors)
Estimate concept vehicle utility:
Case 3: Mid-Size, Stylish, Hauling
Case 3: Mid-Size, Stylish, Hauling
0 0.01 0.02 0.03 0.04 0.05 0.06
15) 2wd / 4wd [4wd] Ford_F150_Extended_(4WD)
14) Styling (1-5) [4] GMC_Sierra_C1500_Extended_(2WD)**DROP**
13) Quiet & Comfort (1-5) [4]GMC_Sierra_C1500_Extended_(2WD)
12) Engine Size [6 Cyl]GMC_Sierra_C1500_Extended_(2WD)
11) Bed Length [Short]GMC_Sierra_C1500_Extended_(2WD) **DROP**
10) Driver Height [6' - 6'5"]GMC_Sierra_C1500_Extended_(2WD)
9) Biggest Avail (1-5) [2] Dodge_Ram_2500_Club_(2WD)
8) # in Front Seat [2] Dodge_Ram_2500_Club_(2WD)
7) Models (8 Choices) [Chevy,Dodge,Ford,GMC,Isuzu,]Dodge_Ram_2500_Club_(2WD)
6) Price Range [22K - 24K] Dodge_Ram_2500_Club_(2WD)
5) Construction/Plowing [N,N]Dodge_Ram_2500_Club_(2WD)
4) Offroad/Towing/Hauling [N,N,Y]Dodge_Ram_2500_Club_(2WD)
3) # Passengers (1-5) [4] Dodge_Ram_2500_Club_(2WD)
2) Compact/Full [Full] Dodge_Ram_2500_(2WD)
1) Constant Sum Pref - ($)(FE)(R)(HP)(S) [10,10,10,30,40]Dodge_Ram_2500_(2WD)
Res
po
nse
Utility
Original Trucks
Q2 Q3 Q4 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15
Response
Fu
llsiz
e
Pa
ss
en
ge
rs_
4
Ha
ulin
g_
ye
s
Pa
ss
en
ge
rs_
fro
nt_
se
at_
2
Big
ge
st_
av
aia
lble
_2
he
igh
t_b
etw
ee
n_
6_
65
Be
d_
leg
nth
_s
ho
rt
en
gin
e_
siz
e_
6_
ye
s
Big
_q
uie
t_c
om
fort
ab
le_
4
tra
dit
ion
al_
futu
ris
tic
_4
4w
d
Q2 Fullsize 1.000Q3 Passengers_4 0.036 1.000Q4 Hauling_yes 1.000 0.036 1.000Q8 Passengers_front_seat_2 0.000 0.000 0.000 1.000Q9 Biggest_avaialble_2 -1.000 -0.036 -1.000 0.000 1.000Q10 height_between_6_65 0.302 0.025 0.302 0.000 -0.302 1.000Q11 Bed_legnth_short -1.000 -0.036 -1.000 0.000 1.000 -0.302 1.000Q12 engine_size_6_yes -0.636 -0.014 -0.636 0.000 0.636 -0.200 0.636 1.000Q13 Big_quiet_comfortable_4 1.000 0.036 1.000 0.000 -1.000 0.302 -1.000 -0.636 1.000Q14 traditional_futuristic_4 0.099 -0.039 0.099 0.000 -0.099 0.365 -0.099 -0.243 0.099 1.000Q15 4wd 0.015 -0.008 0.015 0.000 -0.015 0.081 -0.015 0.123 0.015 0.022 1.000
Conditional Correlation matrix:
Listening In – Case 3: Mid-Size, Stylish, Hauling
Attribute Conflicts:• Biggest Available [2] vs. (Fullsize & Hauling)• Bed Length Short vs. (Fullsize & Hauling)• Big_Quiet_Comfortable [4] vs. (Biggest Available [2] & Bed Length Short)
Listening In – Case 3: Mid-Size, Stylish, Hauling
Virtual Engineer Dialogs:• Biggest Available [2] vs. (Fullsize & Hauling)
• Relative Degree:• You said that you would prefer a truck that is not the biggest
available. However, these trucks do not receive the highest ratings for Hauling and Fullsize. Which of the following combinations is closest to what you are thinking about?
• Small for a Fullsize truck, Good Hauling• Small for a Fullsize truck, Great Hauling• Mid-Size for a Fullsize truck, Good Hauling (SELECT)• Mid-Size for a Fullsize truck, Great Hauling
• Bed Length Short vs. (Fullsize & Hauling)• Relative Degree:
• You said that you would prefer a truck with a Short Bed. However, these trucks do not receive the highest ratings for Hauling and Fullsize. How short of a bed were you thinking about?
• Long bed – 8 feet• Mid-Size bed – 6 feet• Short bed – 4 feet (SELECT)
Listening In – Case 3: Mid-Size, Stylish, Hauling
Translate Dialog Responses to Engineering Requirements:• Biggest Available [2] vs. (Fullsize & Hauling)
• Mid-Size for a Fullsize truck, Good Hauling (SELECT)• Reduce Wheelbase relative to Fullsize• Mid-Level Horsepower• Mid-Level Payload
• Bed Length Short vs. (Fullsize & Hauling)• Short bed – 4 feet (SELECT)
• Bed Length = 4 feet
Generate Concept Vehicle:• Based off of [Highest Utility] Truck Ford F150 Extended
Vehicle MS
RP
2WD
_4W
D
Ext
end
ed_C
ab
Fu
el_E
con
om
y_C
ity
Bo
dy_
Sty
le
Bed
_Len
gth
Sta
nd
ard
_HP
Pay
load
Wh
eelb
ase
Ford_F150_Extended_(4WD) $20,415.00 4 1 15 1 2 235 1520 138.8GMC_Sierra_C1500_Extended_(2WD) $18,092.00 2 1 17 0 2 255 2040 141.5ListeningIn - Mid-Size, Stylish, Short Bed $24,000.00 4 1 17 1 1 200 1300 114
Case 3: Mid-Size, Stylish, Haulingw / Listening In Concept Vehicle
0 0.05 0.1 0.15 0.2 0.25
15) 2wd / 4wd [4wd] ListeningIn - Mid-Size, Stylish, Short Bed
14) Styling (1-5) [4] ListeningIn - Mid-Size, Stylish, Short Bed
13) Quiet & Comfort (1-5) [4] ListeningIn - Mid-Size, Stylish, Short Bed
12) Engine Size [6 Cyl] ListeningIn - Mid-Size, Stylish, Short Bed
11) Bed Length [Short] ListeningIn - Mid-Size, Stylish, Short Bed
10) Driver Height [6' - 6'5"] ListeningIn - Mid-Size, Stylish, Short Bed
9) Biggest Avail (1-5) [2] ListeningIn - Mid-Size, Stylish, Short Bed
8) # in Front Seat [2] Dodge_Ram_2500_Club_(2WD)
7) Models (8 Choices) [Chevy,Dodge,Ford,GMC,Isuzu,] Dodge_Ram_2500_Club_(2WD)
6) Price Range [22K - 24K] Dodge_Ram_2500_Club_(2WD)
5) Construction/Plowing [N,N] Dodge_Ram_2500_Club_(2WD) **DROP**
4) Offroad/Towing/Hauling [N,N,Y] Dodge_Ram_2500_Club_(2WD)
3) # Passengers (1-5) [4] Dodge_Ram_2500_Club_(2WD)
2) Compact/Full [Full] Dodge_Ram_2500_(2WD)
1) Constant Sum Pref - ($)(FE)(R)(HP)(S) [10,10,10,30,40] Dodge_Ram_2500_(2WD)
Re
sp
on
se
Utility
ListeningIn - Mid-Size, Stylish, Short Bed
Original Trucks
Listening In – Case 3: Mid-Size, Stylish, Hauling
Estimate Concept Utility:
Listening In – Case 3: Mid-Size, Stylish, Hauling
Listening In Concept in Action!
Looking for picture of theExplorer SportTrac
Why do you need a small truck?
Low price
Limited parking space
Easy for parking maneuver
Fuel economy
Style
Other
NewProd01