The problem
As a component of the product fitness program, the Client needed a customer assessment of Model A preferences prior to any NPD phase
- In particular, it needed to know the optimal Element A of Model A within the market, and by region (North America versus Europe)
- In accordance with most VOC engagements, nxtMOVE also identified features that should be removed or added to the equipment (a) for cost-cutting purposes, and/or (b) to more accurately meet customer needs and demands
- The analysis also included an assessment of end-uses for the Model B series (in comparison to Competitor 1’s model Q)
nxtMOVE applied its VOC methodology to this engagement with particular emphasis on the optimum dimensions of the equipment. nxtMOVE also added conversation related to equipment dimensions, applications and unmet needs
The approach
The research and analysis illustrated – by region – the most important decision factors, the elements that underlie the purchase decision and the optimal equipment dimensions.
The results
By region, nxtMOVE’s analysis identified the most important decision factors for Model A equipment. The analysis included the total times a factor was mentioned, the average ranking of that factor as well as the amount of weight that customers place on that factor.
The follow on discussion that nxtMOVE had with customers involved a 1 to 5 scale that helps to illustrate where Client stands relative to the rest of the market for the Model A series equipment.
Finally, optimal dimensions were determined through discussion of the ideal Model A – this analysis also included a breakdown of the elements that are ‘must-have’, ‘nice-to-have’ and ‘don’t care about’. This discussion naturally led to discussions on unmet needs and manufacturer strengths and weaknesses.
