Exam 5: Finding and Solving Customers Problems

The most common source for identifying needs and solutions comes from:

The most productive methodology to use for gathering a list of consumer problems is:

Role playing,long used as a tool to enhance creativity,has proven successful as a means of generating new product ideas.

There is increasing evidence that electronic brainstorming outperforms traditional brainstorming in terms of productivity and output of unique ideas.

A disadvantage of using in-house people to report on customer problems is that:

In this procedure,participants generate a list of key problems with the product currently in use,then group and prioritize these such that product development can focus on addressing the most important problems.

2.Despite its name,problem "analysis" is primarily concerned with building an inventory of user problems.

The phenomenon of "omniscient proximity" holds that the first problem mentioned by a product's user is likely to be a major flaw that is encountered rarely.

With reference to scenario analysis,in _____ studies,the focus is on what changes must be made between now and then if the leap scenario is to come about.

Brainstorming and the group creativity techniques it spawned,tend to rely heavily upon:

Generally,groups are much better than individuals in dealing with really new ideas and finding radical solutions to problems.

Scenario analysis:

_____ are high-impact,low-probability events.By studying these events,one assesses the likelihoods of occurrence of the identified events and investigates the threats or new product opportunities they suggest.

This technique has long been used in psychology to enhance creativity but there is little evidence of its successful use in generating ideas for new products.It is valuable in instances where product users are unable to visualize or verbalize their reactions.It should also be valuable where consumers are emotionally unable or unwilling to express their views.

Crunch Cereals Inc. ,in order to better anticipate customer needs,sent their executives to visit the homes of U.S.families that used their products.The research suggested that office-going customers would like to have their cereal on the go.Based on this idea,Crunch Cereals came up with a new "Drink'n Crunch" portable package.Identify the methodology used to gather information regarding customer needs.

Which of the following techniques should be followed to make a brainstorming session more effective?

The phenomenon of _____ describes a tendency for respondent to mention minor,but frequently encountered,problems first.

Speedstorming involves stating an idea only to have someone shoot it down.

Herman Corporation is investigating the changes it must be prepared to make in order to be competitive in 2020,so that it can solve the future problems and have solutions ready to market when the time comes.The firm's efforts can be BEST described as a(n):

Step one of reverse brainstorming involves identifying a group of heavy product users or activity participants within that category.