NEW PRODUCTS
MANAGEMENT
Merle Crawford
Anthony Di Benedetto
10th Edition
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 07
Analytical Attribute Approaches:
Trade-Off Analysis and Qualitative
Techniques
7-2
Trade-Off (Conjoint) Analysis
• Put the determinant attributes together in
combinations or sets.
• Respondents rank these sets in order of
preference.
• Conjoint analysis finds the optimal levels
of each attribute.
7-3
Conjoint Analysis Input: Salsa Example
Thickness
Spiciness
Color
Actual
Ranking*
Regular
Regular
Regular
Regular
Regular
Regular
Thick
Thick
Thick
Thick
Thick
Thick
Extra-Thick
Extra-Thick
Extra-Thick
Extra-Thick
Extra-Thick
Extra-Thick
Mild
Mild
Medium-Hot
Medium-Hot
Extra-Hot
Extra-Hot
Mild
Mild
Medium-Hot
Medium-Hot
Extra-Hot
Extra-Hot
Mild
Mild
Medium-Hot
Medium-Hot
Extra-Hot
Extra-Hot
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
Red
Green
4
3
10
6
15
16
2
1
8
5
13
11
7
9
14
12
17
18
* 1 = most preferred, 18 = least preferred.
Ranking as
Estimated
by Model
4
3
10
8
16
15
2
1
6
5
13
11
7
9
14
12
18
17
7-4
Conjoint Analysis: Graphical Output
7-5
Conjoint Analysis:
Relative Importance of Attributes
0
20
40
Spiciness
80
100 %
59.8%
Thickness
Color
60
34.6%
5.6%
7-6
Conjoint Analysis for More
Complex Problems
• The above example was a full-profile conjoint analysis
(all possible combinations were included).
• For larger problems, a fractional factorial design may be
used (not every combination is included, but a subset of
the combinations in which each level and each attribute
is used at least a few times). Rankings and results are
similar to the full-profile analysis.
• More advanced methods are needed for very complex
problems, and also to handle interactions among
attributes.
7-7
Commercially Available Conjoint
Methods
• Advanced conjoint analysis methods available
commercially include:
• Adaptive conjoint analysis (respondent
judges the importances of the attributes, then
responds to options that focus on the most
important attributes and levels).
• Choice-based conjoint analysis (the
respondent is shown several choices in
combination and asked which is preferred)
• Both of these procedures reduce the number of
attributes to which the respondent is exposed. 7-8
Some Qualitative Attribute
Analysis Techniques
• Dimensional Analysis
• Checklists
• Relationships Analysis
– There are many others.
7-9
A Dimensional Attribute List
•
•
•
•
•
•
•
•
•
•
Weight
Rust resistance
Length
Color
Water resistance
Materials
Style
Durability
Shock resistance
Heat tolerance
•
•
•
•
•
•
•
•
•
•
Explosiveness
Flammability
Aroma
Translucence
Buoyancy
Hangability
Rechargeability
Flexibility
Malleability
Compressibility
7-10
An Idea Stimulator Checklist
for Industrial Products
• Can we change the physical/chemical properties of the
material?
• Are each of the functions really necessary?
• Can we construct a new model of this?
• Can we change the form of power to make it work better?
• Can standard components be substituted?
• What if the order of the process were changed?
• How might it be made more compact?
• What if it were heat-treated/hardened/cured/plated?
• Who else could use this operation or its output?
• Has every step been computerized as much as possible?
7-11
Templates for Creativity
• Attribute Dependency: Find a functional dependency between two
attributes. Ex.: color of ink on coffee cup is sensitive to heat and
can reveal message if coffee is too hot.
• Replacement: Remove a component and replace with one from
another environment. Ex.: antenna is replaced by headphone cord
on Walkman.
• Displacement: Remove a component and its function to change the
product. Ex.: Removing floppy drives resulted in ultra-thin PCs.
• Component Control: Find a new connection between a component
internal to the product and one external to the product. Ex.:
Toothpastes with whiteners, suntan lotions with skin moisturizers.
Source: Jacob Goldenberg and David Mazursky, Creativity in Product Innovation, Cambridge University Press, 2002.
7-12
Relationships Analysis
• Force combinations of dimensions (features, functions,
and benefits) together.
• Techniques:
– Two-dimensional matrix
– Multidimensional (morphological) matrix
• Two-dimensional example: person/animal insured and
event insured against.
• Household cleaning products example used six
dimensions:
– Instrument used, ingredients used, objects cleaned,
type of container, substances removed, texture or
form of cleaner
7-13
Another Form of Dimensional
Analysis
Two key dimensions for winning new product
ideas:
 Utility lever: How the product will affect the
customer’s life (such as simplicity, fun/image,
environmental friendliness, reduced risk,
convenience, and productivity).
 Buyer’s experience cycle: The stage when/where
the product will affect the customer (purchase,
delivery, use, supplements, maintenance, disposal).
Source: W. C. Kim and R. Mauborgne, “Knowing a Winning Business Idea When You See One,” Harvard
Business Review, Sept.-Oct. 2000, pp. 129-138.
7-14
Morphological Matrix:
New Coffee Maker
Heating:
Heating element in pot
Open flame under pot
Microwave unit
Adding Coffee:
By spoon
Built-in measuring cap
Automatic feed
Keeping Coffee Warm:
Thermal insulating technology
Warming unit in put
External heat source
Pouring Coffee:
Valve under pot
Pump in lid of pot
Espresso-like jets
Filtering:
Filtering paper
Porous ceramic filter
Centrifuge method
7-15
Other Methods:
Lateral Search Techniques
•
•
•
•
•
•
•
Free association
Stereotype activity
Lateral thinking -- avoidance
Creative stimuli words
Studying “big winners”
Use of the ridiculous
Forced relationships
7-16
Lateral Thinking — Avoidance
Keep an idea from dominating thinking as it always
has in the past by asking avoiding questions.
• Ask “Is there another way of looking at this?”
• Ask “Why?”
• Focus on an aspect of the problem other than
the “logical” one.
• List all possible alternatives to every aspect of
the analysis.
• Break apart aspects (concepts) of the problem,
or combine them to create even more concepts.
7-17
Some Creative Stimuli Words
•
•
•
•
•
•
•
•
•
•
Guest stars
Alphabet
Truth
Outer space
Charity
His and hers
Style
Nation
Family
Videotape
•
•
•
•
•
•
•
•
•
•
Photography
Testimonials
Decorate
Fantasy
Hobbies
Holidays
Weather
Calendar
Push button
Snob appeal
7-18
Use of the Ridiculous
• How can you join two wires together?
– Hold them with your teeth.
– Use chewing gum.
• Can you think of others?
• Do any of these ridiculous ideas suggest a
not-so-ridiculous solution?
7-19