CHAPTER 7 CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES AND QUALITATIVE TECHNIQUES McGraw-Hill/Irwin Copyright ©2006 The McGraw-Hill Companies, Inc. All right reserved. Trade-Off (Conjoint) Analysis 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. Thickness Spiciness Color Actual Ranking* Ranking as Estimated by Model Regular Mild Red 4 4 Regular Mild Green 3 3 Regular Medium-Hot Red 10 10 Regular Medium-Hot Green 6 8 Regular Extra-Hot Red 15 16 Regular Extra-Hot Green 16 15 Thick Mild Red 2 2 Thick Mild Green 1 1 Thick Medium-Hot Red 8 6 Thick Medium-Hot Green 5 5 Thick Extra-Hot Red 13 13 Thick Extra-Hot Green 11 11 Extra-Thick Mild Red 7 7 Extra-Thick Mild Green 9 9 Extra-Thick Medium-Hot Red 14 14 Extra-Thick Medium-Hot Green 12 12 Extra-Thick Extra-Hot Red 17 18 Extra-Thick Extra-Hot Green 18 17 * 1 = most preferred, 18 = least preferred. Conjoint Analysis Input: Salsa Example Conjoint Analysis Input: Salsa Example Figure 7.2 Regular Thick Ex-Thick U T I L I T Y 2 1 0 -1 -2 Mild Medium-Hot Ex-Hot Red Green Thickness Spiciness Color 0.161 0.913 -1.074 1.667 0.105 -1.774 -0.161 0.161 Conjoint Analysis: Graphical Output Conjoint Analysis: Graphical Output Figure 7.3 Conjoint Analysis: Conjoint Analysis: Relative Importance of Attributes Relative Importance of Attributes 0 20 40 60 80 100 % Spiciness Thickness Color 59.8% 34.6% 5.6% Figure 7.3 (cont’d.) Some Qualitative Attribute Analysis Some Qualitative Attribute Analysis Techniques Techniques  Dimensional Analysis  Checklists  Relationships Analysis  There are many others. A Dimensional Attribute List 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 Figure 7.4 An Idea Stimulator Checklist for An Idea Stimulator Checklist for Industrial Products 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? Figure 7.5 Templates for Creativity 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. Figure 7.6 Source: Jacob Goldenberg and David Mazursky, Creativity in Product Innovation , Cambridge University Press, 2002. Relationships Analysis 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 [...]...Another Form of Dimensional Analysis  Two key dimensions for winning new product ideas: • • Figure 7. 8 Utility lever: How the product will affect the customer’s life (such as simplicity, fun/image, environmental friendliness, reduced risk, convenience, and productivity)... 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 Some Creative Stimuli Words           Guest stars Alphabet Truth Outer space Charity His . CHAPTER 7 CHAPTER 7 ANALYTICAL ATTRIBUTE APPROACHES: ANALYTICAL ATTRIBUTE APPROACHES: TRADE-OFF ANALYSIS TRADE-OFF ANALYSIS AND QUALITATIVE TECHNIQUES AND. 0.913 -1. 074 1.6 67 0.105 -1 .77 4 -0.161 0.161 Conjoint Analysis: Graphical Output Conjoint Analysis: Graphical Output Figure 7. 3 Conjoint Analysis: Conjoint Analysis: Relative Importance of Attributes Relative. Attributes Relative Importance of Attributes 0 20 40 60 80 100 % Spiciness Thickness Color 59.8% 34.6% 5.6% Figure 7. 3 (cont’d.) Some Qualitative Attribute Analysis Some Qualitative Attribute Analysis Techniques Techniques  Dimensional