Two Pluses 10

The Dialoque with the Customer

by Kalevi Rantanen
TRIS OY
Brahenk. 9 E 18
FIN-20100 TURKU, FINLAND
phone/fax +358 2 251 1623
E-mail: kalevi.rantanen@pp.kolumbus.fi

Last updated July 24, 1997

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Outline

Finding consumer needs
Examples
TRIZ and QFD
Exercises

Finding consumer needs

Two pluses matrix and trimming technique both contain an implied consumer
approach. A consumer never speaks that he/she needs "ideal final result
with two pluses", or "a trimmed system". Yet just this is that the consumer subconsciously
wants: maximum features from available and feasible techologies, maximum functions
with minimum number of components.

Let´s repeat the matrix in a little revised form:

System Customer
Requirement 1 Customer
Requirement 2
Original
System + -
Alternative
System - +
Ideal
system + +

Horisontal strokes reflect customer requirements. A vertical column on the left displays
techical opportunities. The matrix helps to make "good guesses" and
get more valuable information from existing and potential customers. The matrix has yet
one advantage: because it is easy to understand, very different people can work with it.
Often customers are not very interested in techologies behind the ideal final result, but
they can without difficulty comment features, pluses and minuses.

Examples

Consumers bring to product development knowledge not possible to get otherwise. The
mountain bike is the innovation produced more by cyclists than by cycle industry. Earlier,
in 1960s, american kids begun to imitate motocycle-riders by riding with bicycles in
fields. For riding they modified common bikes. The industry recongnized the market
and launched the mark B.M.X. in 1975. English children didn´t get the B.M.X. in the
beginning. They removed mudguards from conventional cycles and got their cross bikes.
Lateri, in 1982, Raleigh launched its B.M.X, too.

Consumer reactions can be surprising. David Inwood and Jean Hammond present in their book
Product Development (London 1993) the example of a company producing safe-gates for
children. The producer decided to make self-assembly gate to save space during transportation
and on the shelf. The product, however, didn´t sell. Moms simply couldn´t believe that the
gate they could assemble easily would be strong enough to stop children falling down!

The Itera Cyklen in 1982, with plastic frame, forks, wheels and handlebars was light and
strong and would not rust. But it didn´t sell, partially because of people considered it ugly.
The Sinclair C5 bicycle 1985 was environmentally friendly and cost-effective recumbent,
but failed. Partially because of its low position caused people to feel vulnerable. All
techological predictions and concepts should be understood as statements in discussion with
customers. Customer feedback brings often significant changes.

There are many bicycle concepts which can be either successes or failures. Let´s repeat a few:
- upright bike vs recumbent
- diamond frame vs monocoque
- two wheels vs three wheels
- totally human powered vs electrically assisted bicycle
- faired vs "open" bike

Additionally, almost inevitably will appear concepts, not presented so far. For finding the right
solution, except technological forecasting, much discussion with consumers will be needed.

TRIZ and QFD

QFD - Quality Function Deployment - translates customer's verbatims to the technical language
of function characteristics. Technical requirements are usually contradictionary. For
example, what we can want from the bicycle? The requirements
- able to carry baggage and
- and provide weather protection and
may conflict with the requirements
- high speed and
- small weight.

For resolving of conflict we can use TRIZ. So TRIZ and QFD support each other.

Exercises

Exercise 1. Consider different bicycle concepts. How to get as reliable customer
opinion as possible?

Exercise 2. Study the previous exercises. Can you make corrections thinking customer
needs?

Exercise 3. Study your own problem. How to add information of
customer needs?

System	Customer Requirement 1	Customer Requirement 2
Original System	+	-
Alternative System	-	+
Ideal system	+	+