PRODUCT CLINIC MASTERYModule 2

February 11, 2014

Agenda• Setup Day• Clinic Operations• Focus Groups• Tear Down

Setup Day

Setup Day• Prototype delivery• Security• Competitive array• Floor layout• Decorations• Floor staff briefing• Tech check

Prototype Delivery• Delivery access• Off loading security

• Handling the prototype• Unauthorized on-site vendors• Clinic presentation issues

Security• Security walk around• Doors• Unauthorized viewing opportunities

• Manpower allocation• Controlled access• Venue staff/vendors• Security list

• Security contact procedures

Competitive Array• Specifications check• De-badging• Appearance/presentation issues• Accessories/Instrumentation• Interior lighting

• Seats and windows • Vehicle placement

Floor Layout• Viewing distances• Tape markers

• Viewing angles• Special Lighting• Operations, staff and client areas• Signage

Viewing Distances

16’ X 6’Compact Car

12’

15’

12’F 5’5’

5’

6’

T = 1,600 sf

Viewing Angles: Circle Layout

×

Viewing Angles: Semicircle Layout

×

Decorations• Walls/Pipe and drape• Tables and chairs• Supplemental decorations• Spares

Catering• Respondent refreshments• Client accommodations• Schedules• Security access issues

Floor Staff Briefing• Staff dress requirements• Comfortable shoes

• Staff scheduling• Breaks and lunch• Breakers

• Security briefing• Your staff and client introductions• Clinic walkthrough• Questionnaire familiarization• Respondent care and support

Tech Check• Questionnaire• Wireless operations• Server connection• Communications links• Cell phone signal

Clinic Operations

Clinic Operations• Respondent handling and flow• Staff responsibilities• Care and handling of research properties• Security• Catering• Venue support services

Respondent Handling and Flow• Check-in procedures• Security issues• Quota groups• Incentives

• Appointment slots/clinic hours• Pre-clinic questionnaires• Clinic questionnaires• Respondent guides/hosts/hostesses• Check-out/Focus group recruiting

Staff Responsibilities

• Check-in/check-out• Floor staff supervision• Computer management• Real time data• Trouble shooting• Client management• Decision source

Care and Handling of Research Properties

• Clay models and interior bucks• Competitive vehicle presentation

• Fiberglass models• Respondent entry/exit assistance

• Trial production models• Fit and finish disclaimers• Maintenance and repair

Security

• Manpower deployment• Cameras, cell phones and mobile

technology• Security hardware• Wands and portals

• Respondent challenges• Advance notification• Lockers or ?

Catering• Schedule• Menus• Respondent refreshments• Quantitative• Focus groups

• Security access• Flexibility

Venue Support Services• Electrical• Janitorial• Climate control• Venue event manager

Focus Groups

Focus Groups• Respondent recruitment• Respondent check-in• Client accommodations• Moderator requirements

Respondent Recruitment• At check-out vs Pre-recruited• Next day vs same day groups• Reminder letter/call• On-site staff vs field service

Respondent Check-In• Incentives• Waiting area• Catering• Pre-group instructions

Client Accommodations• Catering• Head count/minimums• Menus/buffet/deli trays• Schedule

• Audio/Video• Monitor(s) requirements• Headphones• Access to electricity

• Computer arrangements

Moderator Requirements• Pencils, paper, flip charts, etc.• Video playback• Moving vs stationary camera• Cable runs• Security issues

• Runner

Tear Down

Tear Down• Prototype transportation schedule• Prototype loading security• Competitive vehicle pickup• Packing supplies/equipment• Shipping• Final walk through

Contact Info

• david@theclinicguy.com• Phone: 818-359-8664

Email questions for Thursday’s Q&A