1. Finding & Solving Customers’ Problems Dr. M. Gunawan Alif

2. What is your comment regarding this Sedgway product?

3. What is your comment regarding this product?

7. Moral of the Story Products will only exists if they bring solution to the target audience’s problems. The products will be on the alternative set of customer if they offer greater values compared to its competitor. Delivering continuous values will bring loyalty to the products. It was an important factor of sustainable competitive advantage.

8. Problem-Based Concept Generation In the category of interest make thorough analysis of the situation (Company, customers, reseller, etc) Team members gather needs & problems of stakeholders Sources of stakeholders needs: Search ofGather info from stakeholders contacts internal records, direct input (technical &through interviews, FGD, role playing marketing), problem & scenario analysisand observation Pool of problems Between problem pool to acceptable problem set Undertake problem solving efforts (by new product team member through Group creativity techniques such as brainstorming or disiciplines panels Choose acceptable solution(s) and prepare concept statement

9. Gathering the Problems Internal Records, the most common source of needs and problems comes from an organization’s routine contacts with customers and other in the marketplace. Direct input s from Technical & Marketing Dept, most of the executives have spent time with customers and end-users, some time many years of it. Team rep from this two functions should canvass their colleagues, seeking out every piece of evidence on problems. Problem Analysis, much more than a simple compilation of user problem, but it is the robust of the analysis. Scenario Analysis, come into play because the ideal problem for us to find is one that customers or end users don’t know they have at this time.

10. What kind of features do you think will be good if available in yourlap top computer?......................................

11. Do you mind to lists your problems with your lap top computer?......................................

12. Moral of the story? There will be so many dreams and hope about features that you think will be good if all of it available in our computer. Unfortunately, in reality you are quite happy with your computer because your problems’ list is shorter compared to your dreams about the features.  To make a good fit, you must conduct a real good problem analysis.

13. Problem Analysis Procedure One commonly used is reverse brainstorming (participants generate a list of key problems with the current product currently in use, then group and prioritize that the product development can focus on addressing the most important problems. Step one, determine the appropriate product or activity category for exploration. Step two, identify a group of heavy product users or activity participants within that category. Step three, gather from these heavy users or participants a set of problems associated with the category. Study the entire system of product use or activity. Step four, sort and rank the problems acording to their severity or importance.

14. Methodology Problem Analysis Experts, using them as surrogates for end-users, based on their experience in the category under study. Published sources, industry studies, firm’s own past studies, government reports, social critics, universities scientific studies, etc. Stakeholders contacts, ask household or business/industry customers directly, via interviewing, FGD, direct observation, or role playing

15. Scenario Analysis Scenarios take several different forms: (1)Extending the present to see what it will look like in the future, and (2)Leaping into the future to pick a period that is then described. Leap studies can be static or dynamic. In dynamic studies, the focus is on what changes must be made between now and then if the leap scenario is to come about—the interim time period is the meaningful focus. In static leaps, there is no concern about how we get there. Another variant is wild cards—high impact, low probability events.

16. Good Scenario Analysis Know the now Keep it simple Be careful with selecting group member Do an 8-10 years projection Periodically summarize progress Combine the factors causing changes Check fit or consistency at the end Once you have done scenario analysis, plan to use itu several times, it is expensive Reuse the group, they will be expert in scenario analysis.

17. Solving the Problems Group Creativity, through brainstorming. Often individuals can handle really new ideas and find radical solutions to problems better than group. Still it’s need antithesis and synthesis. Brainstorming, mind the rules (go for large quantity of ideas, defer judgment), number the ideas, jump and build or get physical. Sometime its better use brainsketching, use visuals than words. Discipline panels, assemble experts from all relevant disciplines and have them discuss the problem as a discipline panels. The panels may also include outside experts.

18. THANK YOU Ref: Crawford & Benedetto, 2008