Michele zwillinger qual - 2012

A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event

28 March 2012

Laddering Up To New Product Success: A Case Study Using Familiar Tools to Meet New Challenges Michele Zwillinger, Zwillinger Research

Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material

For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org

Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3

Laddering Up to New Product Success

A Case Study Using Familiar Tools

to Meet New Challenges

Presented by

Michele Zwillinger, Zwillinger Research NewMR Qualitative Research Event

March 28, 2012 Speaker Michele Zwillinger, Zwillinger Research, USA

NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3


What is Laddering?

3/28/2012 Zwillinger Research www.zrglobal.com 4

= Why?



Key Points

Many research applications

It’s simple – it’s just not easy

Presentation is critical to success

3/28/2012 5 Zwillinger Research www.zrglobal.com Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3



Infiniti Product Development Case Study



Research Objective

To determine which technology features currently in or being considered for the development pipeline supported the Infiniti brand.

Infiniti Advanced Feature Adoption Plan

Infiniti Brand Pillars

Peace of Mind

R&D

Brand Driving Pleasure

Hospitality



Project Steps

Report Visual output Analysis Data collection Guide Screener/Recruit Proposal Bid Discussion with client



Example of Concepts Used: Around View Monitor

Four independent video images One overhead image of

vehicle’s parking position




Guide

Why is that important to you? (Repeat)

Describe Automotive Feature

Interested?/No/Why not; Yes/Benefits?

Physical Consequences? Emotional Consequences?



Data Collection

3/28/2012 Zwillinger Research www.zrglobal.com 11 Speaker Michele Zwillinger, Zwillinger Research, USA NewMR Putting the ‘Qual’ in ‘Qualitative Event, 28 March 2012, Session 3


Laddering Template

Feature Code: AVP – Around View Monitor

Level 1 Perceived Benefit: Video cameras make

blind spots more visible

Level 2 Physical Consequence: Won’t back into/

destroy something Level 3 Emotional Consequence: Damage to car

car (mine/someone else's) is stressful

Level 4 Core Value: Peace of Mind



Analysis: Infiniti Feature Core Values

v  Accomplishment

v  Emotional Security

v  Freedom/Independence

v  Hedonistic Compassion

v  Peace of Mind

v  Pleasure

v  Self-esteem



AVP Partial Spreadsheet

# Perceived Benefits

Physical Consequences

Emotional Consequences

Core Values

11 Camera more accurate than sensor

Avoid hitting or running into something Easier to park

Concern about other’s safety Concern about repair costs

Peace of mind

13 Video cameras making blind spots more visible

Won’t back into something Won’t destroy something Driving/parking easier/safer

Bad back; hard to turn neck Damage to car is stressful Concerned about harming someone

Peace of mind

5 Eliminates blind spot

Relieves pain in neck

No worry No restrictions Safety, etc. Be happy Relaxed Live life to the fullest

Peace of mind+ Pleasure-



Presentation

•  Charted findings

•  Graphic superimposed 7 Core Values over the Infiniti Brand Pillars

•  Diagramed how each of the 25 features supported each Pillar


AVP Benefits & Core Values Core Value Peace of Mind (21)

Emotional Consequences

Safety Less stress No injury to kids/people Concern about property damage Concern about monetary loss

Physical Consequences

Avoid hitting someone or something Avoid damage to own car or other car Easier/better parking - Easier/safer backing up Fewer accidents Eliminates blind spots See someone lurking around car/security in surroundings

Perceived Benefits

Monitor vehicle surroundings/perimeter of car Exterior cameras show blind spots 360 degree vision Overhead image


Hospitality

Hedonistic Compassion

Emotional Security

Peace of Mind

Peace of Mind

Emotional Security

Self-esteem

Driving Pleasure Pleasure

Accomplishment

Self-esteem Freedom/

Independence

Relationship of Core Values to Infiniti Pillars


Hospitality GLH PCH PKH NTD CAH ADH CTH AAP

Peace of Mind PSH ROD MAH SSH

CAH CTH SOD NOD CVP HDP LSH ITD

AVP COD PCP NTD RTD PKH ADH ASP

Driving Pleasure ASP IOD RTD NTD GLH ITD PCH COD

Relating Features to Infiniti Pillars


Research Application: Feature Prioritization Process

Step 2: Weighted Evaluation

Step 1: Review of each Feature Summary Ladder from the Research

Breadth of Support of Core Customer Values Breadth of Emotional Consequences Clarity of Feature’s Benefit to the Consumer Appeal to Respondent (i.e. like or dislike)

Result: Three Tiers of Features Emerged


Impact on Feature Adoption Plan

Research provided to Nissan Motor Limited on Infiniti Advanced Features

Features in development were evaluated based on the research results, competitor assessment, feasibility and investment costs

Features included in Infiniti vehicles sold in the US


Success! Popular Mechanics 2008 Breakthrough Award-Around View Monitor Popular Science 2008 “Best of What’s New”-Around View Monitor


Contact us to continue the dialog:

Michele Zwillinger, PRC Zwillinger Research

+1-818-906-7562 [email protected]

www.zrglobal.com

A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event

28 March 2012

Laddering Up To New Product Success: A Case Study Using Familiar Tools to Meet New Challenges Michele Zwillinger, Zwillinger Research

Event sponsored by EthOS All copyright owned by The Future Place and the presenters of the material

For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org

Michele zwillinger qual - 2012

Marketing

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