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Primary Market Research


Primary Market Research Market Data Model – PowerPoint PPT presentation

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Title: Primary Market Research

Primary Market Research
  • Market Data Model

  • What do we communicate?
  • Expected, exciting, revealed information
  • Kano 2-dimensional survey
  • Questions, scale, examples
  • Applications
  • Product planning, focus groups, surveys

What We Communicate
  • We expect that people who share common
    experiences and history also share common
    information about those experiences. Common
    knowledge allows us to communicate clearly yet
  • At work, school and at home our discussions tend
    to be concrete, focused, practical, and
    real-world oriented informing people of
    activities, objectives, status and plans. Only
    with the right people, in the right circumstance
    will we talk about issues that excites us our
    hopes and dreams, wild and impractical plans.
  • Dr. Kanos research provides insight into the
    tools used to gather market data, the information
    obtained with these tools and our interpretation
    of this information.

Expected Characteristics
  • Roughly
  • Common sense, common knowledge,
  • Too obvious to talk about unless asked
  • Basic features necessary for product acceptance
  • Example Customer comment during a focus group,
    Id use it on my stove. The customer expects
    (but may not say explicitly) that the device
    wont burn or melt during use

Revealed Characteristics
  • Roughly
  • Practical, reasonable,
  • Everyday topic of discussion
  • Incremental refinements to a product design
  • Example an elderly chef reveals that a larger
    handle, shaped to their hand and constructed of
    yielding material would reduce fatigue and
    discomfort (e.g. OxoTM kitchen products)

Exciting Characteristics
  • Roughly
  • Radical, unknown concepts,
  • Too outlandish to talk about unless asked
  • Radical innovation for new product concepts
  • Example business people were asked if being able
    to point a small spot of light across the room
    would be useful. They were excited about using
    such a device for presentations (e.g. Laser
    pointer new application for laser diodes)

Practical Considerations
  • Do perceptions of whether a characteristic is
    expected, revealed or exciting change over time?
  • Yes power assist brakes, voice post-its and
    self-cleaning ovens used to be exciting - now
    theyre expected
  • Do perceptions of whether a characteristic is
    expected, exciting and revealed differ from
    person to person?
  • Yes knowledge, needs and experience shape each
    persons perceptions. This question is closely
    related to the issue of market segmentation

Practical Considerations
  • Is there a systematic, reliable way of to
    identify characteristics as expected, exciting or
  • Yes Dr. Kano developed a two-dimensional
    survey that works very well.
  • What is learned from Dr. Kanos research?
  • Theoretical basis for the use and development of
    focus groups, surveys, interviews, etc.
  • Improved primary market research, product
    planning, service delivery, etc.

Kano Survey Questions
  • Kanos 2-D survey uses question pairs of the
  • The product HAS feature X. How do you feel?
  • The product LACKS feature X. How do you feel?
  • Kano 2-D survey is constructed from two 1-D
  • Kano survey scale is typically
  • I like it
  • It should be that way
  • I dont feel anything
  • There is no other choice
  • I dont like it

Analysis Matrix
Row Sum
Column Sum
  • The Airline Hostess (Revealed)
  • The Voice Output Thermostat (Exciting)
  • Quick-Release Wheels (Expected)

Customer Centered Design
  • Product planning tools (e.g. Quality Function
    Deployment) systematically integrate marketing,
    engineering, design, information and
  • Driven by product requirements and the importance
    of these requirements to customers
  • Product requirements - features, performance,
    appearance, operation are obtained through
    customer focus groups and interviews
  • Requirement importance is obtained through
    customer surveys

Product Requirements
  • Expected Requirement
  • Basic and necessary, features and capabilities
  • Product fails in the market if an expected
    requirement missed
  • Revealed Requirement
  • Incremental/evolutionary product refinement
  • Maintain or grow market share
  • Exciting Requirement
  • Revolutionary product innovation
  • Great business opportunity, rapid market growth

Focus Groups
  • Expected and exciting issues are often unspoken
    during a focus group unless a specific question
    is asked. Revealed issues can still be
    overlooked on chance
  • Implication
  • Market and technical research should be conducted
    to identify candidate (expected, exciting,
    revealed) issues
  • Focus group scripts should be prepared based upon
    this research
  • Focus group moderator should refer to this script
    in order to ensure that all exciting and
    expected issues are probed

  • Market research and product planning typically
    employ 1-dimensional surveys that are inherently
  • Implications
  • 2-dimensional surveys should be considered when
    establishing the importance of product
  • 2-dimensional surveys should be considered when
    establishing market interest or preferences
  • Not quite this simple - many other issues beyond
    the current discussion

Related Issues
  • Questions, Comments, Suggestions
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