Scenario-Based Conjoint Analysis: Measuring Preferences for User Experiences in Early Stage Design

2017 ◽  
Author(s):  
Hyeji Kim ◽  
Jing Chen ◽  
Euiyoung Kim ◽  
Alice M. Agogino
Keyword(s):  
Product Development ◽  
Conjoint Analysis ◽  
New Product Development ◽  
Design Research ◽  
Early Stage ◽  
Consumer Preference ◽  
Future Research ◽  
User Experiences ◽  
User Expectations ◽  
Early Stage Design

Conjoint analysis has proven to be a useful method for decomposing and estimating consumer preference for each attribute of a product or service through evaluations of sets of different versions of the product with varying attribute levels. The predictive value of conjoint analysis is confounded, however, by increasing market uncertainties and changes in user expectations. We explore the use of scenario-based conjoint analysis in order to complement qualitative design research methods in the early stages of concept development. The proposed methodology focuses on quantitatively assessing user experiences rather than product features to create experience-driven products, especially in cases in which the technology is advancing beyond consumer familiarity. Rather than replace conventional conjoint analysis for feature selection near the end of the product development cycle, our method broadens the scope of conjoint analysis so that this powerful measurement technique can be applied in the early stage of design to complement qualitative research and drive strategic directions for developing product experiences. We illustrate on a new product development case study of a flexible wearable for parent-child communication and tracking as an example of scenario-based conjoint analysis implementation. The results, limitations, and findings are discussed in more depth followed by future research directions.

scholarly journals An Investigation of Design Requirement Volatility, Risk and Priority in Early Stage Design Projects

2015 ◽  
Author(s):  
Qifang Bao ◽  
Francisco Morocz ◽  
Sami El Ferik ◽  
Mian Mobeen Shaukat ◽  
Maria C. Yang
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Early Stage ◽  
Design Requirement ◽  
Volatility Risk ◽  
Stage Design ◽  
Risk Prioritization ◽  
Predictor Of Success ◽  
Design Requirements ◽  
Early Stage Design

In new product development, design requirements are a formalization of a product vision and can evolve substantially in the early stages of product design. This paper describes an empirical study of the relationships among design requirements volatility, risk, prioritization and the quality of design outcome in the context of a graduate level product development course for mid-career professionals. Among other findings, a pattern of decreasing risk of a design requirement, especially the risk of high priority requirements, was found to be a key predictor of success. The findings suggest the importance of managing design requirement risk in early stage design and the potential benefit of using risk and priority level of design requirements to monitor design project health.

A design contribution to the entrepreneurial experience

2019 ◽  
Vol 2 (1) ◽  
Author(s):  
Juan David ROLDAN ACEVEDO ◽  
Ida TELALBASIC
Keyword(s):  
Product Development ◽  
Qualitative Analysis ◽  
Design Research ◽  
Recent Literature ◽  
Early Stage ◽  
Entrepreneurial Activity ◽  
Value Proposition ◽  
Structured Interviews ◽  
User Centric ◽  
Constant Growth

In recent history, different design approaches have been entering fields like management and strategy to improve product development and service delivery. Specifically, entrepreneurship has adopted a user-centric mindset in methodologies like the business canvas model and the value proposition canvas which increases the awareness of the users’ needs when developing solutions. What happens when a service design approach is used to understand the entrepreneurs’ experience through the creation of their startups? Recent literature suggests that entrepreneurial activity and success is conditioned by their local entrepreneurship ecosystem. This study investigates the Entrepreneurship Ecosystem of Medellín, Colombia - an ecosystem in constant growth but that lacks qualitative analysis. The sample consists of 12 entrepreneurs in early-stage phase. The data was gathered with two design research methods: Cultural Probes and Semi-structured interviews. The analysis of the information collected facilitated the development of 4 insights about the entrepreneurs and an experience map to visualise and interpret their journey to create a startup. The results of this study reflected the implications of the ecosystem, the explanation of the users’ perceptions and awareness and propose a set of ideas to the local government to improve the experience of undertaking a startup in Medellín.

Reliability and Accuracy of Bootstrap and Monte Carlo Methods for Demand Distribution Modeling

2011 ◽  
Author(s):  
Swithin S. Razu ◽  
Shun Takai
Keyword(s):  
Monte Carlo ◽  
Product Development ◽  
Conjoint Analysis ◽  
New Product Development ◽  
Demand Uncertainty ◽  
New Product ◽  
Product Development Process ◽  
Choice Data ◽  
Product Concept ◽  
Demand Distribution

Estimation of demand is one of the most important tasks in new product development. How customers come to appreciate and decide to purchase a new product impacts demand and hence profit of the product. Unfortunately, when designers select a new product concept early in the product development process, the future demand of the new product is not known. Conjoint analysis is a statistical method that has been used to estimate a demand of a new product concept from customer survey data. Although conjoint analysis has been increasingly incorporated in design engineering as a method to estimate a demand of a new product design, it has not been fully employed to model demand uncertainty. This paper demonstrates and compares two approaches that use conjoint analysis data to model demand uncertainty: bootstrap of respondent choice data and Monte Carlo simulation of utility estimation errors. Reliability of demand distribution and accuracy of demand estimation are compared for the two approaches in an illustrative example.

Impacts of strategic orientations on new product development and firm performances

2019 ◽  
Vol 22 (2) ◽  
pp. 257-280
Author(s):  
Wassim J. Aloulou
Keyword(s):  
Product Development ◽  
New Product Development ◽  
New Product ◽  
Equation Modeling ◽  
Future Research ◽  
Business Practices ◽  
Industrial Firms ◽  
Content Type ◽  
Strategic Orientations ◽  
Industrial Sectors

PurposeThe purpose of this paper is to investigate the relationships between strategic orientations as well as the role played by them to impact the performance of industrial firms.Design/methodology/approachThe paper formulates some hypotheses from the literature review. These hypotheses are tested using structural equation modeling with data collected from 292 randomly selected firms operating in several industrial sectors in the Kingdom of Saudi Arabia.FindingsThe findings of this study showed the importance of these strategic orientations in enhancing the performance of Saudi industrial firms and emphasized the mediating role of entrepreneurial orientation in the relationships of market orientation and technology orientation to new product development performance and firm performance.Research limitations/implicationsThe study discusses the findings and advances certain limitations and research and managerial implications for future research avenues. It proposes some recommendations to help Saudi firms to choose more than one orientation simultaneously and adopt an appropriate configuration of orientations. Future research has to consider the interplay between these strategic orientations and the impacts of environmental turbulence in terms of market and technology turbulence on strategic orientations – performance relationship.Practical implicationsThe study suggests that managers of Saudi industrial firms should utilize a mix of aspects from several strategic orientations such as market and technology through entrepreneurial capabilities and resources that enhance higher levels of performance.Originality/valueThis study contributes to the literature on entrepreneurship and strategic management by showing the reliability of scales used and the confirmatory of the factor structure. It also contributes to business practices by showing the importance for Saudi firms to combine different strategic orientations and provide more attention to the interplay of these orientations in order to perform better in such a transitional context.

Proposing a Practical Method for Conceptual Design Process in New Product Development: Medical Glasses as a Case Study

2014 ◽  
Vol 3 (2) ◽  
pp. 80
Author(s):  
Amir Mirzadeh Phirouzabadi
Keyword(s):  
Product Development ◽  
Conceptual Design ◽  
New Product Development ◽  
Design Process ◽  
Quality Function Deployment ◽  
Early Stage ◽  
New Product ◽  
Practical Method ◽  
Effect Analysis ◽  
Quality Of Products

Nowadays,improving the quality of products, reducing cost and meeting customer’srequirements are necessary to shorten the time of new product development(NPD). NPD is used to describe the complete process of bringing a new product to market and conceptual design process(CDP) is at its early stage and has mostly changed from passive respond toaggressive one. Thus, this study proposed a practical method for CDP in NPDthrough three phases as Converting customers’ requirements to product specifications,Generating and selecting of concepts and Testing and finalizing the concepts byusing some different management-engineering techniques. Firstly, this papertried to prioritize customer’s requirements related to product by AHP (AnalyticHierarchy Process) and convert them to engineering parameters of TRIZ (Theoryof Inventive Problem Solving) in order to define the inventive principals.Next, based on QFD (Quality Function Deployment), we measured the weight valuesof inventive principals. Finally, as FMEA (Failure Mode and Effect Analysis)can analyze the weight values and reduce the sequential risk, then finalconceptual design was generated. At the end, a medical glasses was used as acase study of innovative design to validate the method and explain how thestrategies of this research for CDP.

scholarly journals Application of Axiomatic Design for Agile Product Development

2018 ◽  
Vol 223 ◽  
pp. 01004 ◽  
Author(s):  
Erik Puik ◽  
Dareks Ceglarek
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Early Stage ◽  
Axiomatic Design ◽  
New Product ◽  
Agile Development ◽  
Design Rules ◽  
Iterative Development ◽  
Agile Design ◽  
Development Methods

Agile, and iterative, development methods for new product development are gaining in popularity under product engineers; where it initially was just applied for software development, now larger adoption takes place for product development in general. The design rules of agile development are somewhat conflicting with the guidelines of Axiomatic Design. In this paper, it is investigated why this is the case, what can be done about it, and how can the strengths of agile development be combined with Axiomatic Design to optimise methods for product design. It is shown that the methods are indeed advising on different and conflicting strategies, however, by attenuating the agile design rules in the early stage of design, and doing the same for AD in the later stage of design, best of both worlds can be combined.

An Approach to Modeling Customer Preference Uncertainty by Applying Bootstrap to Choice-Based Conjoint Analysis Data

2010 ◽  
Author(s):  
Swithin S. Razu ◽  
Shun Takai
Keyword(s):  
Product Development ◽  
Conjoint Analysis ◽  
New Product Development ◽  
Market Share ◽  
New Product ◽  
Analysis Data ◽  
Product Development Process ◽  
Product Concept ◽  
Customer Preference ◽  
Market Shares

Analysis of customer preferences is among the most important tasks in a new product development. How customers come to appreciate and decide to purchase a new product affects the products market share and therefore its success or failure. Unfortunately, when designers select a product concept early in the product development process, customer preference response to the new product is unknown. Conjoint analysis is a statistical marketing tool that has been used to estimate market shares of new product concepts by analyzing data on the product ratings, rankings or concept choices of customers. This paper proposes an alternative to traditional conjoint analysis methods that provide point estimates of market shares. It proposes two approaches to model market share uncertainty; bootstrap and binomial inference applied to choice-based conjoint analysis data. The proposed approaches are demonstrated and compared using an illustrative example.

On the Use of a Simplified New Product Development Process in an Early-Stage Firm

2007 ◽  
Author(s):  
Tucker J. Marion ◽  
Timothy W. Simpson
Keyword(s):  
Product Development ◽  
New Product Development ◽  
Development Process ◽  
Early Stage ◽  
New Product ◽  
Consumer Product ◽  
Product Development Process ◽  
Study Results ◽  
Established Firms ◽  
New Product Development Process

Disciplined product development has been a hallmark of mature companies for many decades, resulting in shorter development cycles, reduced costs, and higher quality products. Unfortunately, these tools and processes have typically been applied in large, well-established firms, not start-up companies. In this paper, we describe a simplified new product development process for early-stage firms and its application to a consumer product in which the process was executed during a 14-month development cycle. The process consists of 15-steps in 3-phases, two decision gates, and provides a step-by-step guide for development, with specific call-outs as to what, when, and where tools such as market segmentation, platform planning, industrial design, and cost modeling should be applied. The proposed process is applied to design a new consumer product, and the case study results are discussed with specific emphasis on costs, duration, and applicability of the process and its related engineering tools. Finally, we conclude with comments on the limitations of the proposed process, potential improvements, and future work.

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