Determining  Market  Need  Or  ‘Developing  Products/Services  Customers  Will  Pay  For’  

‘Seyi  Fabode  MBA  ’10  

University  of  Chicago  CCIST  Innovation  Seminar  April  8,  2011  

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Agenda  

1.  Bio/Power2Switch  2.  What  is  customer  need?  3.  Customer  Insight    4.  What  to  measure  5.  What  customers  say  6.  What  customers  do  

 6.1  Customer  Experience  Mapping  7.  What  customers  make  8.  Benefits?  

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Always  Growing,  Always  Learning  

Husband/Brother  Son/Friend  

MBA  Booth  ‘10,  MSc  Warwick,  BEng  FUTA  

Chief  Electricity  Officer/Starter  

Soccer  fan,  

Aspiring  writer,  

Garrulous  reader    

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The  adventure  that’s  been  Power2Switch…  

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What  is  Customer  Need?  

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Bing:  A  Focus  on  Customer  Needs  

…Good  Things  Happen.  7  

When  Customer  Need  is  met…  

Great  Things  Happen  with  Customer  Insight!  

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But  How?  

DeducIve  +  InducIve  Learning*  

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What  Customers  Say  

What  Customers  Do  

What  Customers  Make  *Prof  Mohan  Sawhney,  Kellogg  School  of  Management  

What  Customers  Say  

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-­‐   Focus  Groups    -­‐  Surveys  (P2S)    -­‐Depth  Interviews  (P2S)  

What  Customers  Do  

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-­‐   Ethnographic  surveys  

-­‐   Human  Factors  Research  

-­‐   Customer  Experience  Mapping  (P2S)  

Customer  Experience  Mapping  

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*MCorp  ConsulIng  

What  Customers  Make  

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-­‐   Metaphor  ElicitaIon  

-­‐   Lead  user  Analysis  

-­‐  Customer  toolkits  

Case  Studies  

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Summary  

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‘Customer  Insight  Results  in  Sales  &  Growth’