IDEA GENERATION

• Pencarian ide kreatif yang menghasilkan nilai untuk konsumen dalam pasarpSources of Ideas Methods of

Idea GenerationScreened New Product

Ideas

- Technology- Market need / user solution- Production / service- Competition / other firms

Ch l f di t ib ti f

- Direct search- Technological Innovation- Exploratory user studies- Facilitationg lead users

f

- Concept- Prototype- Product

- Channel of distribution of suppliers- Managers / employee- Environmental change

- Integrationof technology and marketing- Creative methods- National Policy- Alliances acquisition/licencing

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licencing

IDEA GENERATION PROCESS

Sumber IdeSumber Ide

• Technology : teknologi baru menghadirkan kesempatan baru untuk memenuhi kebutuhan konsumenM k N d & U l i d i k if i• Market Needs & User solution : dengan strategi proaktif mencari customer needs dan kadang-kadang konsumen memberikan solusi

• Production & service : inovasi dari produksi, masukan dari informasi tentang gap antara perusahaan dan customerC i d h l i lih i i i• Competitor dan perusahaan lain : melihat inovasi competitor (meniru atau lebih baik) dan mendapat ide dari perusahaan lain yang tidak berhubungan

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y g g

Sumber Ide (cont’d)

• Channel of distribution and suppliers : ide dari supplier, mengerti hubungan dan decision rule channel of distribution dapat mengembangkan ide baruchannel of distribution dapat mengembangkan ide baru

• Management & employee : ide dari manager dan pekerja yang tidak secara langsungide dari manager dan pekerja yang tidak secara langsung terlibat dengan pengembangan produk baru.

• Environmental change : demografi, ekonomi, politik, regulasi

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Kekuatan Perusahaan : teknologi

• Braun : Utilize innovative design in every d (d i k diff )product. (design to make a different)

• Coca cola : Gain value by being bottled in our bottling system

• Herman Miller : Utilize our fine furniture designers

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Kekuatan Perusahaan : Market• Nike : Be for all sports and not just shoes• IBM : Be for all people in computers not• IBM : Be for all people in computers, not

just techie types

• Gerber : Be for babies and only babiesGerber : Be for babies and only babies

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Kekuatan Perusahaan : Guidelines

• Offer genuine value

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Kekuatan Perusahaan : Guidelines

• be almost impossible to createp

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Kekuatan Perusahaan : Guidelines

• Use only internal R&D

• Have high value to us and to• Have high value to us and to the customer

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Identifying here The “Greenfield Markets” Are

• Fine another location or venue.

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Identifying here The “Greenfield Markets” Are• Leverage your firm’s strengths in a new

activity center. Nike, Honeywelly , y• Identify a fast-growing need, and adapt your

products to that needproducts to that need.

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Identifying here The “Greenfield Markets” Are

• Find a “new to you” industry. GE, Disney.

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Identifying here The “Greenfield Markets” Are

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M t d P i IdMetoda Pencarian Ide

• Direct search : orang di perusahaan mencari informasi kebutuhan konsumen dan peluang untuk melayani konsumen dengan lebih baik

• Technological Innovation :g– Technical Information Flow : informasi flow tentang ide-ide

teknologi terbaru untuk pengembang produk, termasuk sumber teknologi eksternal

– Technological Forecasting : peramalan teknologi potensial dengan cara trend extrapolation dan expert judgement

• Exploratory Customer Studies :– Observasi bagaimana orang membeli dan menggunakan produk– Focus group : untuk mempelajari pendapat, struktur, pola

penggunaan, sikap dan proses membeliI di id l l t h

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– Individual exploratory consumer research

Metoda Pencarian Ide (cont’d)

• Facilitating Lead User Analysis– Facilitating user solution : melibatkan pengguna g p gg

dalam pengembangan ide produk dengan :• Memberikan produk dengan harga murah atau

gratisg• Membentuk kemitraan dengan pengguna• Program khusus untuk custom one of a kind

workwork• Product modification by user

– Lead User Analysis : melibatkan pengguna dalam aktivitas positif Lead user menghadapi kebutuhanaktivitas positif . Lead user menghadapi kebutuhan yang umum dalam pasar tetapi menemukannya sebelum masuk ke pasar. Lead user diposisikan untuk menghasilkan benefit signifikan dengan

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untuk menghasilkan benefit signifikan dengan menghasilkan solusi

Metoda Pencarian Ide (cont’d)(cont d)

• Specify lead user indicators• Identify lead user groupsy g p• Generate concepts (products) with lead users• Test lead user concepts (products)

Li ki M k ti & T h l t k k• Linking Marketing & Technology : menentukan suksesnya strategi proaktif dalam mengembangkan produk baru. Bentuk hubungan :– Formal organizational structure– Interpersonal relation– Analytical support e.g. QFD, lead user analysis

• Creative Methods

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Creative : …..

Metoda Pencarian Ide (cont’d)Creative (Prince) : manusia adalah creative problem

solver, created synecticsCreative approach (Edward de Bono) : lateral thinkingCreative approach (Edward de Bono) : lateral thinking

menghasilkan beberapa alternatif baru dan pola baru selain vertikal thinkingIndividual Creativity– Individual Creativity

– Creative Group Method : tidak menjamin produk baru yang potensial tetapi menciptakan iklim produktif untuk kreativitas. T gas gr p membant indi id la nt k mengaplikasikanTugas grup : membantu individula untuk mengaplikasikan pengetahuan untuk membuat solusi kreatif.

• Brainstorming : kelompok mencoba menghasilkan beberapa ide berbeda

• Morphological analysis– Explicitly formulate the problem– Identify parameters

Li t ll ibl ib ti f t

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– List all possible comibations of parameters– Examine feasibility of all alternatives– Select the best alternative

Metoda Pencarian Ide (cont’d)• Teknik-teknik lain

– Establish openness and paricipation– Encourage many and diverse ideas– Build on each other’s ideas– Orient toward problems– Use a leader to guide discussiong

• Group session (Gordon & Prince)– Listen– Most ideas have some good element– Most ideas have some good element– A common understanding of a specific problem– Specific group leader

National Policy : metoda makro berdasarkan– National Policy : metoda makro berdasarkan government support biasanya program skala besar dan kemungkinan pengembangan besar

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– Aliansi, Akuisisi dan Lisensi

Idea Managementg

• Idea Selection• Jumlah ide

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Identifikasi Kebutuhan KonsumenT j t d l i id tifik i k b t h k• Tujuan metodologi identifikasi kebutuhan konsumen :– Ensure that the product is focused on customer needs– Identify latent or hidden needs as well as explicit needsy p– Provide a fact base for justifying the product specifications– Create an archival record of the needs activity of the development

processprocess– Ensure that no critical customer need is missed or forgotten– Develop a common understanding of customer needs among the

development team membersdevelopment team members

IdentifyCustomer

Needs

EstablishTarget

Specification

GenerateProductConcept

Select aProductConcept

RefineSpecifications

MissionStatement

AnalyzeCompetitive

Products

PerformEconomicAnalysis

PlanRemaining

Development

DevelopmentPlan

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Analysis Project

CONCEPT DEVELOPMENT

Overview of Customer Needs ProcessCustomer Needs Process

• Definisikan batasan dan k

• Organisasikan kebutuhan-k b hcakupan

– Membuat Mission Statement

kebutuhan– Hierarchy – primary,

secondary and/or tertiaryStatement

• Kumpulkan data kasar– Interviews

secondary, and/or tertiary

• Kembangkan kepentingan relatif antar kebutuhan-Interviews

– Focus Groups– Observation

relatif antar kebutuhankebutuhan– Surveys

• Artikan data kasar dalam bentuk kebutuhan

– Quantified Needs

• Cerminkan dalam hasil

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dan prosesnya– Continuous Improvement

Customer Needs Example:Cordless Screwdrivers

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Mission StatementExample: Screwdriver Projectp j

Product Description•A hand-held, power-assisted device for installing threaded fasteners

Key Business Goals•Product introduced in 4th Q of 2000•Product introduced in 4th Q of 2000•50% gross margin•10% share of cordless screwdriver market by 2004

Primary Market•Do it yourself consumer•Do-it-yourself consumer

Secondary Markets•Casual consumer•Light-duty professional

AssumptionsAssumptions•Hand-held•Power assisted•Nickel-metal-hydride rechargeable battery technology

StakeholdersStakeholders•User•Retailer•Sales force•Service center

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•Service center•Production•Legal department

Define the scope of the effort

• Perusahaan menentukan kesempatan pada pasar tertentu kendala yang ada dan tujuanpasar tertentu, kendala yang ada dan tujuan proyek untuk menentukan misi (mission statement)

• Mission statement mengandung informasi :– Brief (one-sentence) description of product

Key business goals– Key business goals– Target market for the product– Assumptions that constrain the developmentAssumptions that constrain the development

effort– Stakeholders

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Gather raw data from customers

• Metodologi :Metodologi :– Interview

Focus group– Focus group– Observing the product in use

Written surveys– Written surveys

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Visual InformatioInformation Example: Book BagBook Bag

Design

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How Many Customers?100

80

dent

ified

One-on-One Interviews (1 hour)

Focus Groups (2 hours)40

60

nt o

f Nee

ds I

20

Perc

en

0 1 2 3 4 5 6 7 8 9 10

0

Number of Respondents or Groups

C & C From: Griffin, Abbie and John R. Hauser. “The Voice of the Customer”, Marketing Science. vol. 12, no. 1, Winter 1993.

Number of Respondents or Groups

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Siapa Konsumen yang Akan Di i i P d ?Dimintai Pendapat?

• Lebih efektif jika menginterview sekelompok orang yangLebih efektif jika menginterview sekelompok orang yang disebut lead users (pengguna utama) karena:– Seringkali mengutarakan kebutuhan yang baru diketahui/muncul, karena

mereka harus berjuang untuk menggunakan produk dengan j g gg p gkekurangannya.

– Mereka mungkin sudah menciptakan solusi yang dibutuhkan untuk mengatasi kebutuhan mereka.

• Lebih efektif untuk mencari informasi dari end user (pemakai), walaupun juga penting untuk mengumpulkan data dari konsumen lainnya dan stakeholdersy

• Untuk industrial, commercial dan consumer products, bisa dengan kontak melalui telp. Akan tetapi perlu disadari bahwa seringkali untuk consumer products akan lebih sulit karena

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seringkali untuk consumer products akan lebih sulit karena kurangnya benefit langsung untuk konsumen yang dihubungi.

Gather raw data from customers (cont’d)

• The Art of Eliciting Customer Needs DataPanduan interview– Panduan interview

• Walk us through a typical session using the product• What do you like about the existing products?

Wh t d di lik b t th i ti d t ?• What do you dislike about the existing products?• What issues do you consider when purchasing the products/• What improvements would you make to the products?

f f– Panduan agar interaksi dengan konsumen efektif• Go with the flow• Use visual stimuli and props• Suppress preconceived hypotheses about the product tech.• Have the customer demonstrate the product and/or typical tasks related

to the productB l t f i d th i f l t t d

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• Be alert for surprises and the expression of latent needs• Watch for nonverbal information

Gather raw data from customers (cont’d)

• Documenting Interactions with customers• Documenting Interactions with customers– Audio tape recording

N t– Notes– Videotape recording– Still photography

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Interpret the raw data in term of customerterm of customer

needs

• Guideline untuk penulisan need statement :– Express the need in term of what the product

has to do, not in terms of how it might do it– Express the need as specifically as the raw

dataU iti t ti h i– Use positive, not negative, phrasing

– Express the need as an attribute of the product

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– Avoid the words must and should

Five Guidelines for Writing Needs StatementsGuideline Customer Statement Need Statement-Wrong Need Statement-Right

What Not How

“Why don’t you put protective shields around the battery contacts?”

The screwdriver battery contacts are covered by a plastic sliding door.

The screwdriver battery is protected from accidental shorting.

Specificity “I drop my screwdriver all the time.”

The screwdriver is rugged.

The screwdriver operates normally after repeated dropping.

Positive Not

Negative

“It doesn’t matter if it’s raining, I still need to work outside on Saturdays.”

The screwdriver is not disabled by the rain.

The screwdriver operates normally in the rain.

Attribute of the

Product

“I’d like to charge my battery from my cigarette lighter.”

An automobile cigarette lighter adapter can charge the screwdriver battery.

The screwdriver battery can be charged from an automobile cigarette lighter.

Avoid “Must”

and

“I hate it when I don’t know how much juice is left in the batteries of my cordless tools ”

battery. lighter.

The screwdriver should provide an indication of the energy level of the battery

The screwdriver provides an indication of the energy level of the battery

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“Should cordless tools.” battery. the battery.

Organize the needs into a hierarchy

• Prosedur :Print or write each need statement on a– Print or write each need statement on a separate card or self-stick note

– Eliminate redundant statementEliminate redundant statement– Group the cards according to the similarity of

the needs they express– For each group, choose a label– Consider creating “supergroups” consisting of

t t fitwo to five groups– Review and edit the organized needs

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statement

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Establish the relative importance of the needsthe relative importance of the needs

• Hasil : numerical importance weighting for a subset of the needs

• Pendekatan dasar :– Relying on the consensus of the team

members based on their experience with customers

– Basing the importance assessment on further customer survey

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Reflect on the results and the process• Have we interacted with all of the important types of

customers in our target market ?• Are we able to see beyond needs relate only to existing

products in order to capture the latent needs of our target customers?

• Are there areas of inquiry we should pursue in follow-up interviews or surveys?

• Which of the customers we spoke to would be goodWhich of the customers we spoke to would be good participants in our on going development efforts?

• What do we know now that we didn’t know when we start? Are we surprised by any of the needsstart? Are we surprised by any of the needs

• Did we involve everyone within our own organization who needs to deeply understand customer needs?

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• How might we improve the process in future efforts?

Needs Translation Exercise:B k B D i E lBook Bag Design Example

• “Lihat bagaimana kulit yang ada di bagian dasar luar tasLihat bagaimana kulit yang ada di bagian dasar luar tas tergores-gores. Sungguh kelihatan jelek.”

• “Tas ini nyawa saya; jika saya menghilangkannya, saya akan b d d l k lit t b ”berada dalam kesulitan yang sangat besar”

• “Tidak ada yang lebih buruk dari sebuah pisang yang tergencet dan hancur oleh sisi sudut buku teks.”

• “Saya tidak pernah menggunakan kedua tali tas ransel saya, biasanya saya hanya menggunakan satu saja pada salah satu bahu saya.”y

• “Paling kesal jika saya mencari-cari barang kecil di dalam tas ransel saya, tidak ketemu-ketemu, tercampur dengan banyak barang lainnya ”

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barang lainnya.

Caveats (Warnings)• Capture “What, Not How”.• Meet customers in the use environment.• Collect visual, verbal, and textual data.• Props will stimulate customer responses.p p• Interviews are more efficient than focus groups.• Interview all stakeholders and lead users.Interview all stakeholders and lead users.• Develop an organized list of need statements.• Look for latent needsLook for latent needs.• Survey to quantify tradeoffs.• Make a video to communicate results

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• Make a video to communicate results.