2009 the holistic approach
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June 6-9, 2009Anaheim Convention Center
Anaheim/OC, CA
Integrated ResearchA HOLISTIC APPROACHA HOLISTIC APPROACH
Product Dynamics, division of RQA, Inc.
Research - A Holistic Approach In the beginning…there were questions – from everywhere.In the beginning…there were questions – from everywhere.
2Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay? Then… there was money – who will pay?
Product DynamicsA Division of RQA, Inc.
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.Finally…. There was compromise.
Research - A Holistic Approach
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The Holistic Approach thinks about:
• Assessing Research Needs
• Working Smart
• Spending Money Wisely
The Holistic Approach thinks about:
• Assessing Research Needs
• Working Smart
• Spending Money Wisely
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
Assess the need -
• Don’t rush through this process – take “a minute” to understand
• How did you get here - background
• Is there more involved – think about “the Big Picture”
• What is the timeline
• Dig deeper
• Talk with others if you can
Assess the need -
• Don’t rush through this process – take “a minute” to understand
• How did you get here - background
• Is there more involved – think about “the Big Picture”
• What is the timeline
• Dig deeper
• Talk with others if you can
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
State the objective and action standards -
• Clear
• Concise
• Acknowledge the “Big Picture”
State the objective and action standards -
• Clear
• Concise
• Acknowledge the “Big Picture”
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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To start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research NeedsTo start ….. Assess the Research Needs
Justify the investment -
• Both money and time
• Will the “answer” give the project direction
• Picture the next steps
Justify the investment -
• Both money and time
• Will the “answer” give the project direction
• Picture the next steps
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Take into account what’s already known -
Previous Research
• Completed within the past year or two
• Within a similar product category or consumer segment
• Within different areas of the company
• Marketing• R&D• Quality
Take into account what’s already known -
Previous Research
• Completed within the past year or two
• Within a similar product category or consumer segment
• Within different areas of the company
• Marketing• R&D• Quality
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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Take into account what’s already known -
In other areas of the company
• Such as Consumer Affairs
• Sales groups
• Challenge Marketing or Statisticians to dig for information “nuggets”
Take into account what’s already known -
In other areas of the company
• Such as Consumer Affairs
• Sales groups
• Challenge Marketing or Statisticians to dig for information “nuggets”
Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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Take into account what’s already known -
External Resources
• Competitor’s realities
• Association articles
• Published articles
• Business• General • Others
Take into account what’s already known -
External Resources
• Competitor’s realities
• Association articles
• Published articles
• Business• General • Others
Next! ….. Work SmartNext! ….. Work SmartNext! ….. Work SmartNext! ….. Work Smart
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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PUSH for Learning!
Stretch – a little
• Probe areas of concern
• Stretch to understand consumers better
• Don’t settle for the status quo
PUSH for Learning!
Stretch – a little
• Probe areas of concern
• Stretch to understand consumers better
• Don’t settle for the status quo
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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PUSH for Learning!
Integrate research when possible
• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality
• Take time designing research that can gather information for all
• Plan analysis to enhance understanding of the Product / Consumer equation
PUSH for Learning!
Integrate research when possible
• Ask questions that • Assist Consumer Affairs• Assist Marketing• Assist Quality
• Take time designing research that can gather information for all
• Plan analysis to enhance understanding of the Product / Consumer equation
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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PUSH for Learning!
Integrate Consumers as EARLY as POSSIBLE
• Be creative in their use
• Plan out your research steps
• Adjust as feedback is obtained
• Hit your target sooner!
PUSH for Learning!
Integrate Consumers as EARLY as POSSIBLE
• Be creative in their use
• Plan out your research steps
• Adjust as feedback is obtained
• Hit your target sooner!
Finally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money WiselyFinally! ….. Spend Money Wisely
Product DynamicsA Division of RQA, Inc.
Product DynamicsA Division of RQA, Inc.
Research - A Holistic Approach
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It doesn’t have to be
Let’s Talk about It!!
Research - A Holistic Approach
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Thank you! Thank you!
Product Dynamics, Division of RQA, Inc.
Product Dynamics, a Division of RQA, Inc.10608 W. 163rd PlaceOrland Park, IL 60467Ph: 708.364.7060
rqa-inc.comproductdynamicsdivision.com
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