IDEO Case Study for Marketing
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Transcript of IDEO Case Study for Marketing
Presented by Team 6:
Jasmine DennisJoyce SequeiraJoylin GonzalvesMarina JosephPayal Shukla
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BRIEF ABOUT IDEO.. Design and Innovative Consulting Firm
HQ: Palo Alto, California, USFounded: 1991
Founders: David Kelley, Mike Nuttall, Bill Moggridge
Innovations: First laptop, mouse (for Apple), Palm V PDA, TiVo video recorder
Household items - Swiffer Sweeper, Crest Neat Squeeze Toothpaste (for P&G)
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WHAT THEY DO.. Clients – AT&T, Bank of America, Ford Motor Company,
PepsiCo, Nike, Marriott etc.
Design thinking based on Human-centered methodology
Observational Methods: Deep dive: human factors team shadowing people Behavioral mapping: photographic log Camera Journals: recording visual impressions
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DEVELOPING RESEARCH PLANS
1. Determine data sources Primary data Secondary data
2. Decide on research approaches Observational research Focus group research Survey research Behavioral research Experimental research
3. Develop research instruments for primary data collection
Questionnaires Qualitative instruments Data collection devices
4. Decide on sampling plan Sampling unit Sampling size Sampling procedure
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DEVELOPING RESEARCH PLANS
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QUICK AND DIRTY PROTOTYPING: AT&T
Turned to IDEO to redesign mMode
Primary data collected Scavenger hunt for actual AT&T managers in SF
Observational Research & Research Instruments IDEO team videotaped AT&T team
Brainstorming sessions and quick prototyping Incremental prototyping
Relaunch of mMode within 17 weeks
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SHOP-A-LONGS: WARNACO
Approached IDEO to improve customer shopping experience
Primary data collected from actual customers
Special type of one-on-one in-depth interview
Questioning customers to examine actual shopping behavior
Sampling Plan Performed shop-a-long with 8 women from 3 different cities
Within 18 weeks, they came up with solution to revamp customer experience with concierges and better facilities
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INTERVIEWS: MARRIOTT Consulted IDEO to lure younger generations
Data collected through primary sources: customers
Research through focus groups (interaction with select customers) and observations
Data collected using questionnaires and behavior observations
Improvement suggestions taken through customers
Chain owner more than satisfied; plans 25 hotel conversions
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CONCLUSION Research planning plays key role to make decisions
It takes time, effort and additional costs
Without proper planning, it would waste Time Resources Capital Loss of customers
Done right, it would elevate your product/service
THANK YOU