Perceptual Mapping on New Products

Presenter: Jegan Jayabal, B.E, MBA, Vice President-Training, PDMA-India - Click here for Presenter Profile
Date: 01-December-2016 [Thursday]
Time: 11.30 AM to 12.30 PM IST
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We will be studying an approach to concept generation that involves identifying User’s problems and finding solutions to them. This will introduce us different set of techniques that are commonly used in the problem-solving phage. Everyone involved with the creation and sale of goods and services can make use of these techniques, including some who don’t even know they are doing formal concept generation. What these techniques do is create views of a product different from the usual ones they can seem almost magic, but are quite deliberate. They can appear to be strictly fortuitous, or lucky, when they work, and they have indeed worked many times, as with adding a third stocking to a package, quick-drying inks, and cell phones that search the Internet. But actually, They are quite deliberate and purposeful, allowing discovery serendipitous findings that come to people who know what they are looking for.

Learning Outcomes:
We will examine the use of gap maps in identifying potential product concepts. We will begin to work with customer preferences and positioning (and repositioning) our products. In-depth at both attribute-based and overall similarity–based perceptual mapping. Other attribute-based approaches will also be available.