NEW PRODUCTS MANAGEMENT Merle Crawford Anthony Di Benedetto 10th Edition McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.

Chapter 06 Analytical Attribute Approaches: Introduction and Perceptual Mapping 6-2

What are Analytical Attribute Techniques? Basic idea: products are made up of attributes — a future product change must involve one or more of these attributes. Three types of attributes: features, functions, benefits. Theoretical sequence: feature permits a function which provides a benefit. 6-3

Gap Analysis Determinant gap map (produced from managerial input/judgment on products) AR perceptual gap map (based on attribute ratings by customers) OS perceptual map (based on overall similarities ratings by customers) 6-4

A Determinant Gap Map 6-5

A Data Cube 6-6

Obtaining Customer Perceptions Rate each brand you are familiar with on each of the following: Disagree Agree 1. Attractive design 1…2…3…4…5 2. Stylish 1…2…3…4…5 3. Comfortable to wear 1…2…3…4…5 4. Fashionable 1…2…3…4…5 5. I feel good when I wear it 1…2…3…4…5 6. Is ideal for swimming 1…2…3…4…5 7. Looks like a designer label 1…2…3…4…5 8. Easy to swim in 1…2…3…4…5 9. In style 1…2…3…4…5 10. Great appearance 1…2…3…4…5 11. Comfortable to swim in 1…2…3…4…5 12. This is a desirable label 1…2…3…4…5 13. Gives me the look I like 1…2…3…4…5 14. I like the colors it comes in 1…2…3…4…5 15. Is functional for swimming 1…2…3…4…5 6-7

Snake Plot of Perceptions (Three Brands) Ratings Aqualine Islands Figure 6-5 Snake Plot of Brand Ratings Sunflare Attributes 6-8

Data Reduction Using Multivariate Analysis Factor Analysis Reduces the original number of attributes to a smaller number of factors, each containing a set of attributes that “hang together” Cluster Analysis Reduces the original number of respondents to a smaller number of clusters based on their benefits sought, as revealed by their “ideal brand” 6-9

Selecting the Number of Factors 6-10

Factor Loading Matrix 6-11

Factor Scores Matrix Sample calculation of factor scores: From the snake plot, the mean ratings of Aqualine on Attributes 1 through 15 are 2.15, 2.40, 3.48, …, 3.77. Multiply each of these mean ratings by the corresponding coefficient in the factor score coefficient matrix to get Aqualine’s factor scores. For example, on Factor 1, Aqualine’s score is (2.15 x 0.145) + (2.40 x 0.146) + (3.48 x -0.018) + … + (3.77 x -0.019) = 2.48. Similarly, its score on Factor 2 can be calculated as 4.36. All other brands’ factor scores are calculated the same way. 6-12

The AR Perceptual Map Aqualine Gap 1 Islands Molokai Splash Sunflare Fashion Comfort 6-13

Dissimilarity Matrix 6-14

The OS Perceptual Map Aqualine Molokai Islands Sunflare Splash Comfort Fashion 6-15

Comparing AR and OS Methods Source: Adapted from Robert J. Dolan, Managing the New Product Development Process: Cases and Notes (Reading, MA: Addison-Wesley, 1993), p. 102. 6-16

Failures of Gap Analysis Input comes from questions on how brands differ (nuances ignored) Brands considered as sets of attributes; totalities, interrelationships overlooked; also creations requiring a conceptual leap Analysis and mapping may be history by the time data are gathered and analyzed Acceptance of findings by persons turned off by mathematical calculations? 6-17