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METHODOLOGY

• Trusted Advisor• Unmeet Need Recognition

-- Utility Profiles-- Clustering Needs/attribute conflicts-- Internal Validity

• Virtual Engineer• Design Pallet• Market Potential of Design

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UNMET NEED

• IF UTILITY (U*) DROPS AFTER QUESTION – NOT FILLING A NEED

• UTILITY PROFILE HAS DROP

• DROP TRIGGERS VIRTUAL ENGINEER DIALOG FOR DESIGN QUALITATIVE INPUT

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IMPLICATIONS• BETTER DESIGN AND TESTING OF

PRODUCTS BY FIRMS WITH THE INTERNET– Information Acceleration– Listen In Feedback

• INTERNET STARTUPS SHOULD USE DEVELOPMENT PROCESS WITH TIME TRADEOFF

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Hi, I'm Ray, Truck Town's designengineer. Irene tells me that shecan't find a truck that fits your needs. You have specified requirements that cannot be met by the currently available trucks.

NewProd01

For example, you said that you want the smallest available truck, yet you wanted a truck that can haul. In general, larger trucks are better at towing than smaller trucks. With some further information from you, you can help us design better trucks for the future. Thanks for your help!

NewProd01

What do you plan on towing?

Big trailer

Small trailer

Boat

Jetski

Camper

Other (approx. weight) lbs.

Don’t know

NewProd01

What do you plan to haul?

Bikes Surf board Construction Motor cycle materials Generators Garden supply Hay Grocery Other (approx. weight) lbs. (approx. size) cubic feet

Don’t know

NewProd01

Why do you want a 8 (10) cylinder engine?

Faster acceleration

Others

done with selecting

Higher hauling/towing capacity

Don’t know

Faster to move uphill

Easy merge on freeway

Quiet

Durable

NewProd01

Please supply us with any further comments on a truck that meet your needs.

I am done

NewProd01

Thank you for your time!

The recommendations our advisor hasmade for you are in the show room.

You can also try our design palletwhere you can create your own truck!

Go to design palette

Go to the show room

Main mapBackNewProd01

POTENTIAL(TOTAL PICKUP TRUCK MARKET IS ABOUT $5 BILLION)

 

NAME OF PROFILE

SIZE(SHARE OF CUSTOMERS)

OUR SHARE NOW(PROFILE)

OUR NEW SHARE(PROFILE)

TOTAL SHARE GAIN(PICKUPS)

SMALL TOW & PLOW

10% 20% 30% 1%*

4 DOORS,SHORT BED,WILL PAY

5% 25 37.5% .6%**

 *1% X 25 BILLION = $250 MILLION POTENTIAL**.6 X 25 BILLION = $150 MILLION

Starting: bed length=5 feet, cab = 2 doors

Adjusted to bed length=7 feet

Changed cab size to 4 Doors (bed length is still 7 feet)

Changed bed length to 5 feet (cab size is still 4 doors)

Estimate concept vehicle utility:

Case 3: Mid-Size, Stylish, Hauling

Case 3: Mid-Size, Stylish, Hauling

0 0.01 0.02 0.03 0.04 0.05 0.06

15) 2wd / 4wd [4wd] Ford_F150_Extended_(4WD)

14) Styling (1-5) [4] GMC_Sierra_C1500_Extended_(2WD)**DROP**

13) Quiet & Comfort (1-5) [4]GMC_Sierra_C1500_Extended_(2WD)

12) Engine Size [6 Cyl]GMC_Sierra_C1500_Extended_(2WD)

11) Bed Length [Short]GMC_Sierra_C1500_Extended_(2WD) **DROP**

10) Driver Height [6' - 6'5"]GMC_Sierra_C1500_Extended_(2WD)

9) Biggest Avail (1-5) [2] Dodge_Ram_2500_Club_(2WD)

8) # in Front Seat [2] Dodge_Ram_2500_Club_(2WD)

7) Models (8 Choices) [Chevy,Dodge,Ford,GMC,Isuzu,]Dodge_Ram_2500_Club_(2WD)

6) Price Range [22K - 24K] Dodge_Ram_2500_Club_(2WD)

5) Construction/Plowing [N,N]Dodge_Ram_2500_Club_(2WD)

4) Offroad/Towing/Hauling [N,N,Y]Dodge_Ram_2500_Club_(2WD)

3) # Passengers (1-5) [4] Dodge_Ram_2500_Club_(2WD)

2) Compact/Full [Full] Dodge_Ram_2500_(2WD)

1) Constant Sum Pref - ($)(FE)(R)(HP)(S) [10,10,10,30,40]Dodge_Ram_2500_(2WD)

Res

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Utility

Original Trucks

Q2 Q3 Q4 Q8 Q9 Q10 Q11 Q12 Q13 Q14 Q15

Response

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Q2 Fullsize 1.000Q3 Passengers_4 0.036 1.000Q4 Hauling_yes 1.000 0.036 1.000Q8 Passengers_front_seat_2 0.000 0.000 0.000 1.000Q9 Biggest_avaialble_2 -1.000 -0.036 -1.000 0.000 1.000Q10 height_between_6_65 0.302 0.025 0.302 0.000 -0.302 1.000Q11 Bed_legnth_short -1.000 -0.036 -1.000 0.000 1.000 -0.302 1.000Q12 engine_size_6_yes -0.636 -0.014 -0.636 0.000 0.636 -0.200 0.636 1.000Q13 Big_quiet_comfortable_4 1.000 0.036 1.000 0.000 -1.000 0.302 -1.000 -0.636 1.000Q14 traditional_futuristic_4 0.099 -0.039 0.099 0.000 -0.099 0.365 -0.099 -0.243 0.099 1.000Q15 4wd 0.015 -0.008 0.015 0.000 -0.015 0.081 -0.015 0.123 0.015 0.022 1.000

Conditional Correlation matrix:

Listening In – Case 3: Mid-Size, Stylish, Hauling

Attribute Conflicts:• Biggest Available [2] vs. (Fullsize & Hauling)• Bed Length Short vs. (Fullsize & Hauling)• Big_Quiet_Comfortable [4] vs. (Biggest Available [2] & Bed Length Short)

Listening In – Case 3: Mid-Size, Stylish, Hauling

Virtual Engineer Dialogs:• Biggest Available [2] vs. (Fullsize & Hauling)

• Relative Degree:• You said that you would prefer a truck that is not the biggest

available. However, these trucks do not receive the highest ratings for Hauling and Fullsize. Which of the following combinations is closest to what you are thinking about?

• Small for a Fullsize truck, Good Hauling• Small for a Fullsize truck, Great Hauling• Mid-Size for a Fullsize truck, Good Hauling (SELECT)• Mid-Size for a Fullsize truck, Great Hauling

• Bed Length Short vs. (Fullsize & Hauling)• Relative Degree:

• You said that you would prefer a truck with a Short Bed. However, these trucks do not receive the highest ratings for Hauling and Fullsize. How short of a bed were you thinking about?

• Long bed – 8 feet• Mid-Size bed – 6 feet• Short bed – 4 feet (SELECT)

Listening In – Case 3: Mid-Size, Stylish, Hauling

Translate Dialog Responses to Engineering Requirements:• Biggest Available [2] vs. (Fullsize & Hauling)

• Mid-Size for a Fullsize truck, Good Hauling (SELECT)• Reduce Wheelbase relative to Fullsize• Mid-Level Horsepower• Mid-Level Payload

• Bed Length Short vs. (Fullsize & Hauling)• Short bed – 4 feet (SELECT)

• Bed Length = 4 feet

Generate Concept Vehicle:• Based off of [Highest Utility] Truck Ford F150 Extended

Vehicle MS

RP

2WD

_4W

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Ext

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Bo

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Bed

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_HP

Pay

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Wh

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Ford_F150_Extended_(4WD) $20,415.00 4 1 15 1 2 235 1520 138.8GMC_Sierra_C1500_Extended_(2WD) $18,092.00 2 1 17 0 2 255 2040 141.5ListeningIn - Mid-Size, Stylish, Short Bed $24,000.00 4 1 17 1 1 200 1300 114

Case 3: Mid-Size, Stylish, Haulingw / Listening In Concept Vehicle

0 0.05 0.1 0.15 0.2 0.25

15) 2wd / 4wd [4wd] ListeningIn - Mid-Size, Stylish, Short Bed

14) Styling (1-5) [4] ListeningIn - Mid-Size, Stylish, Short Bed

13) Quiet & Comfort (1-5) [4] ListeningIn - Mid-Size, Stylish, Short Bed

12) Engine Size [6 Cyl] ListeningIn - Mid-Size, Stylish, Short Bed

11) Bed Length [Short] ListeningIn - Mid-Size, Stylish, Short Bed

10) Driver Height [6' - 6'5"] ListeningIn - Mid-Size, Stylish, Short Bed

9) Biggest Avail (1-5) [2] ListeningIn - Mid-Size, Stylish, Short Bed

8) # in Front Seat [2] Dodge_Ram_2500_Club_(2WD)

7) Models (8 Choices) [Chevy,Dodge,Ford,GMC,Isuzu,] Dodge_Ram_2500_Club_(2WD)

6) Price Range [22K - 24K] Dodge_Ram_2500_Club_(2WD)

5) Construction/Plowing [N,N] Dodge_Ram_2500_Club_(2WD) **DROP**

4) Offroad/Towing/Hauling [N,N,Y] Dodge_Ram_2500_Club_(2WD)

3) # Passengers (1-5) [4] Dodge_Ram_2500_Club_(2WD)

2) Compact/Full [Full] Dodge_Ram_2500_(2WD)

1) Constant Sum Pref - ($)(FE)(R)(HP)(S) [10,10,10,30,40] Dodge_Ram_2500_(2WD)

Re

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se

Utility

ListeningIn - Mid-Size, Stylish, Short Bed

Original Trucks

Listening In – Case 3: Mid-Size, Stylish, Hauling

Estimate Concept Utility:

Listening In – Case 3: Mid-Size, Stylish, Hauling

Listening In Concept in Action!

Looking for picture of theExplorer SportTrac

Why do you need a small truck?

Low price

Limited parking space

Easy for parking maneuver

Fuel economy

Style

Other

NewProd01