Why do products fail?
How can we improve our rate of success?
REQUIREMENTS
80% of new products
fail within 6 months
- How Customers Think, p. 3, Gerald Zaltman, 2003
24 – 46 %
Myth XXX
- Research by the Product Development Institute (PDI) and APQC,
December 2010. Similar results from research by PDMA in 2004.
6 Barriers
Barrier #1 – We gather superficial data
Demographics
Short interviews
Multiple choice surveys
Averaging/”bucketizing”
Deeper insights require trust, open questions and exploration.
focus groups interviews
surveys
observation
Surveys and focus groups are not effective for developing and evaluating new product ideas. Unconscious thoughts are the most accurate predictors of what people will actually do. - Gerald Zaltman, How Customers Think
Barrier #2 – We apply wrong methods
innovation games
Requirements workshops
brainstorming
prototyping
Barrier #3 – What they say isn’t what they do
Barrier #4 – We bias the process
Barrier #5 – We inject error through focus groups
One-on-one interviews are as
effective as an equal number
of focus groups. - Griffin and Hauser, “The Voice of the Customer”
Improve results via delphi method and innovation games
Barrier #6 – We interpret the results our way
Over 80% of market research serves mainly to reinforce existing conclusions. - Robert Deshpande, Using Market Knowledge, 2001
Barriers to good requirements
We gather superficial data
We apply wrong methods
What they say isn’t what they do
We bias the process
We inject error through focus groups
We interpret the results our way
Pat Scherer
http://www.slideshare.net/patscherer/
Business Analysis Book of Knowledge (BABOK)
How Customers Think, Gerald Zaltman
Innovation Games, Luke Hohmann
Gamestorming, Dave Gray, Sunni Brown and
James Macanufo
Top Related