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Homework 2

This document contains a team roster and summaries of customer research practices at three companies: 1) The team roster includes 5 members: Nguyễn Hữu Tấn, Trần Ngọc Diệp, Lê Quỳnh Như, Trang Thị Thùy Anh, and Lê Nguyễn Tường Vi. 2) IDEO conducts in-depth customer research through observational methods, interviews, and prototyping to deeply understand customer wants and needs. This approach allows them to design highly successful products but obtaining accurate customer data can be difficult. 3) Intuit spends heavily

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179 views

Homework 2

This document contains a team roster and summaries of customer research practices at three companies: 1) The team roster includes 5 members: Nguyễn Hữu Tấn, Trần Ngọc Diệp, Lê Quỳnh Như, Trang Thị Thùy Anh, and Lê Nguyễn Tường Vi. 2) IDEO conducts in-depth customer research through observational methods, interviews, and prototyping to deeply understand customer wants and needs. This approach allows them to design highly successful products but obtaining accurate customer data can be difficult. 3) Intuit spends heavily

Uploaded by

Tường Vi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CLC_18DMA02

Team:

Nguyễn Hữu Tấn

Trần Ngọc Diệp

Lê Quỳnh Như

Trang Thị Thùy Anh

Lê Nguyễn Tường Vi

Bùi Ngọc Tuyết Nhi

IDEO
1. Why has IDEO been so successful? What is the most
difficult challenge it faces in conducting its research and
designing its products?
IDEO has been so successful because they always put their clients
and consumers first, instead of focusing on their own brand. They strive
to design products that consumers actively want . They put a lot of
efforts in research and market analyzes so that they can understand
how consumers purchase, interact with, use, and even dispose of
products. They use many research methods like observational methods,
in-depth interviews, behavioural mapping, camera journals,
“storytelling” techniques, prototyping, let their clients, executives join in
the research.

By researching deeply, IDEO gathers detailed, accurate customers’


want and need. If you know and understand what consumers want, you
can design a product that exactly meets their needs and will be highly
accepted by consumers.

The customer-centered approach which entails the in-depth


participation of customers. It’s difficult to obtain data from consumers.
It is always, necessary to conduct in-depth interviews and record
consumers while they are using a product. This is the most sensitive and
valuable part but it is often hard to get the exact required information
2. In the end, IDEO creates great solutions for other
observational methods to conduct companies that then
receive all the credit. Should IDEO try to create more
brand awareness for itself? Why or why not?
IDEO should not creat more brand awareness for itself. We have to
look at its business model. IDEO is the largest designing firm in the US
because of their policies meet their unimaginable expecetations. This is a
thing of pride when they understand and put customer’s needs ahead of
personal needs. Therefore, customers always have their trust and
satisfaction about IDEO. If IDEO starts to create more brand awareness
for itself, it would negatively impact their relationship with their
customers. The main reason for the success of IDEO is that they put
customers first, so I think they should follow the same path and do not
take all or more of the credit.

Intuit
1. Elaborate on Intuit's use of customer research. Why did it
work so well for the company?
Intuit spends a significant a mount of time and money on consumer
research each year and they state that it is "critical for intuit to know
exactly how customers use and feel about their products". They often
interview their consumer over the phone and asked about new design to
learn more about the generation patterns and what they prefer more
because of the nature and pace of technology, the shifting customer and
consumer needs, and the competitiveness of the industry.

Intuit uses site visits, lab studies, and remote studies to keep pace
with the consumer.Without this spend on research, Intuit might not have
kept up with these changes.This has work so well for the company
because they understand what the consumer wants and improves their
product well accordingly to the information they have.
2. Could anything go wrong for Intuit now that it has beaten
out Microsoft? Why or why not ?
We think even if Intuit has beaten out Microsoft, something could still
go wrong. Although Microsoft announced it would discontinue its Money
product line after an 18-year battle with Quicken of Intuit, but it doesn’t
mean that other companies will not produce and develop their products.
If other software companies try to make new products, customers will
have more choices to choose so the performance of Intuit may drop.
Briefly, Intuit has to keep improving their quality of products, and do
more researches to understand customers and keep up with the market.

3. How should Intuit gauge the results of its research


among younger consumers with mobile devices?
Intuit have already made a dramatic change in launching to the young
generation by increasing its presence on social media Web sites such as
twitter, Facebook , Linkedln.

Identifying bloggers to write and share blogs then classify each blog
post according to velocity, share of voice, voice quality and sentiment of
the blogs.

 Understanding and interpreting this data is the key to gauge the


research of the young consumer

Q1: When was the last time you participated in a survey?


The last time I participated in a survey was a survey of male cosmetic
consumption behavior.

Q2: How helpful do you think the information you provided


was?
The potential for development of the Vietnamese market is enormous, but
at present, there are not many survey studies focusing on male. Therefore,
there should have some specific studies to find out the factors that
influence their consumption decisions. Identify the individual factors
affecting the behavior of cosmetic consumption in male. The significance
of this study gives businesses an overview of the situation such as
cosmetic demand and factors affecting men's decision to buy cosmetics.

Q3: How could the reseach have been done differently to make
it more effective?
The downside of the survey is too long, so the surveyed people tend
to do it quickly so that survey is ineffective. Therefore, we suggest that
they should use tools to help them solve their problems. . Ex : They can
use SurveyMonkey Genius tool. It will tell them how long it takes
respondents to finish their survey and provide other tips for making it
easier on them.

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