patrick mawhood head of product manufacturing, sky...
TRANSCRIPT
Marketing & Product Development
Patrick MawhoodHead of Product Manufacturing, Sky IQ
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Out
com
es fr
om th
is s
essi
on
•G
rasp
the
basi
cs o
f mar
ket r
esea
rch
•K
now
the
role
of p
rodu
cts
•Fo
cus
on th
e rig
ht id
eas
•D
eliv
er th
em e
ffect
ivel
y•
Mar
ket t
hem
suc
cess
fully
Res
earc
hD
eliv
erM
arke
t
Mar
ket R
esea
rchEn
viro
nmen
t
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> In
trod
uctio
n
•W
hat i
s it
? Th
e ga
ther
ing
and
anal
ysis
of i
nfor
mat
ion
to q
ualif
y or
iden
tify
oppo
rtuni
ties.
•It
adds
val
ue b
y..
Pin
poin
ting
your
cus
tom
erD
escr
ibin
g th
eir t
raits
Siz
ing
thei
r pro
pens
ity to
buy
Gui
ding
you
r pric
ing
appr
oach
Ben
chm
arki
ng w
ith th
e co
mpe
titio
n
•A
ll of
this
qua
lifie
syo
ur o
ppor
tuni
ty.
Envi
ronm
ent
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> In
trod
uctio
n
How
sho
uld
you
do it
?M
any
of u
s do
it u
ncon
scio
usly
Mar
ket r
esea
rch
just
app
lies
the
fram
ewor
k:
Let’s
look
at t
he 7
key
ste
ps:
1.D
efin
e th
e O
ppor
tuni
ty
2.S
et O
bjec
tives
3.S
elec
t Res
earc
h A
ppro
ach
4.D
esig
n th
e Q
uest
ionn
aire
5.C
olle
ct t
he D
ata
6.A
naly
se
7.A
pply
the
Find
ings
Envi
ronm
ent
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Def
ine
the
Opp
ortu
nity
To s
tart
with
, be
clea
r abo
ut w
hat t
he o
ppor
tuni
ty o
r pro
blem
is:
A n
ew p
rodu
ct o
r ser
vice
?
To ra
ise
awar
enes
s of
a c
urre
nt o
fferin
g ?
To b
oost
the
usag
e of
a w
ell k
now
n or
pub
licis
ed p
rodu
ct ?
Kee
p th
is in
min
d th
roug
hout
you
r res
earc
h.
1
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Set O
bjec
tives
Be
clea
r abo
ut th
e ou
tcom
es y
ou a
re lo
okin
g fo
r:
Exp
lorin
g a
new
opp
ortu
nity
?
Gau
ging
a p
oten
tial p
rice
poin
t ?
Test
ing
a pa
ckag
ing
stra
tegy
?
Est
ablis
h a
budg
et a
nd s
tick
to it
.
How
muc
h do
you
nee
d ?
How
muc
h do
you
hav
e ?
2% g
ross
sal
es is
a c
omm
on p
ropo
rtion
Set
a re
alis
tic ti
mes
cale
2
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Sele
ct R
esea
rch
App
roac
h
Ther
e ar
e tw
o ty
pes
of re
sear
ch:
Prim
ary,
orig
inal
rese
arch
Sec
onda
ry re
sear
ch
Bas
e yo
ur c
hoic
e on
you
r obj
ectiv
es a
nd y
our b
udge
t
3
or..
?
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Des
ign
the
Que
stio
nnai
re
Kee
p it
clea
r and
sim
ple
Giv
e in
stru
ctio
ns fo
r com
plet
ion
Sta
rt ge
nera
l, be
com
e sp
ecifi
c
Kee
p qu
estio
ns c
onci
se
Mak
e it
easy
to re
ad
Use
a m
ix o
f ope
n en
ded,
mul
tiple
cho
ice
and
clos
ed q
uest
ions
Test
it b
efor
e co
mm
ittin
g m
ajor
spe
nd
Avo
id q
uest
ions
that
are
: lea
ding
, am
bigu
ous,
una
nsw
erab
le, t
wo
ques
tions
in o
ne
4
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Col
lect
the
Dat
a
Bes
t way
to a
void
bia
s is
to u
se p
rofe
ssio
nal r
esea
rche
rs (m
ore
cost
)
An
alte
rnat
ive
is a
n on
line
surv
ey (c
heap
er)
5
> Tr
y S
urve
y M
onke
y fo
r onl
ine
surv
eys
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
Ana
lyse
the
Dat
a
Firs
tly it
nee
ds to
be
clea
nsed
:
Edi
t
Col
late
Then
ana
lyse
it:
Qua
ntify
the
resu
lts
Sep
arat
e ou
t the
sub
ject
ive
info
rmat
ion
Rea
d be
twee
n th
e lin
es, w
hat d
oes
this
real
ly m
ean?
6
> U
se E
xcel
for c
olla
ting
and
anal
ysin
g th
e da
ta
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ket R
esea
rch
> Th
e 7
Step
s
App
ly th
e fin
ding
s
Now
that
you
und
erst
and
wha
t the
rese
arch
is te
lling
you
, wha
t are
you
goi
ng to
do
abou
t it ?
Adj
ust y
our p
rodu
ct?
Dis
card
you
r pro
duct
?
Cha
nge
your
mar
ketin
g ac
tiviti
es?
Alte
r you
r pric
es?
Be
care
ful w
hen
you
appl
y th
ese
chan
ges
–us
e te
sts
whe
reve
r pos
sibl
e
7
Prod
uct D
evel
opm
ent
Envi
ronm
ent
Pro
duct
Dev
elop
men
t >
Idea
Gen
erat
ion
Cus
tom
ers
Pro
spec
ts
Com
petit
ors Insp
iratio
n
Sal
es
Eng
inee
rs
Des
igne
rs
Pro
duct
Dev
elop
men
t >
Idea
Gen
erat
ion
•C
aptu
re a
llof
them
•M
ake
them
vis
ible
(use
a s
impl
e to
ol)
•G
et th
em c
ritic
ised
& re
cons
truct
ed
•S
tay
focu
ssed
on
the
“wha
t”
•D
on’t
get h
ung
up o
n th
e “h
ow”
Pro
duct
Dev
elop
men
t >
Prio
ritis
atio
n
Sug
gest
ion
Idea
Idea
Req
uest
Idea
Dem
and
•Fi
nite
reso
urce
s
•Ti
me
to m
arke
t
•Yo
ur o
wn
time
•Q
ualit
y is
exp
ecte
d
•D
eals
are
ridi
ng o
n it
Pro
duct
Dev
elop
men
t >
Prio
ritis
atio
n by
val
ue
•S
tep
1: S
core
the
valu
eof
eac
h id
ea.
App
ly c
riter
ia b
ased
on
your
busi
ness
goa
ls
oN
ew re
venu
e ?
oR
even
ue re
tent
ion
?
oA
dopt
ion
?
oU
ser E
xper
ienc
e ?
•U
se a
sim
ple
scal
e: 1
low
est,
5 hi
ghes
t
Pro
duct
Dev
elop
men
t >
Prio
ritis
atio
n
•E
xam
ple
The
idea
: a d
eskt
op s
earc
h w
idge
t
Doe
s it
gene
rate
new
reve
nue
? N
o. B
ut it
will
enc
oura
ge
adop
tion
of m
y so
ftwar
e an
d w
ill k
eep
exis
ting
cust
omer
s lo
yal.
New
Rev
enue
Sco
re: 0
Rev
enue
Pro
tect
ion
Sco
re: 3
Ado
ptio
n S
core
: 5
Scor
e fo
r thi
s id
ea: 8
Pro
duct
Dev
elop
men
t >
Prio
ritis
atio
n
•S
tep
2: S
core
the
com
plex
ityof
eac
h id
ea. T
ailo
r the
se c
riter
ia to
you
r
busi
ness
.
oIn
frast
ruct
ure
oTi
me
oR
esou
rces
•U
se a
sim
ple
scal
e: 1
low
est,
5 hi
ghes
t.
Pro
duct
Dev
elop
men
t >
Prio
ritis
atio
n
•E
xam
ple
The
idea
: a d
eskt
op s
earc
h w
idge
t
How
com
plex
is it
? Its
pre
tty s
traig
htfo
rwar
d. 3
man
wee
ks
of d
evel
opm
ent b
ut o
nly
Fred
can
bui
ld th
is k
ind
of th
ing.
H
e’s
max
ed o
ut w
ith o
ur n
ext m
ajor
upg
rade
. We
can
mai
nly
use
exis
ting
infra
stru
ctur
e fo
r mos
t of i
t
Infra
stru
ctur
e S
core
: 1R
esou
rces
Sco
re: 3
Opp
ortu
nity
Cos
t Sco
re: 5
Scor
e fo
r thi
s id
ea: 9
Pro
duct
Dev
elop
men
t >
A s
impl
e ap
proa
ch to
prio
ritie
sVALUE
CO
MPL
EXIT
Y
Pro
duct
Dev
elop
men
t >
Del
iver
y
•Tw
o ke
y de
velo
pmen
t met
hods
:
oA
gile
–in
crem
enta
l, ite
rativ
e
oP
redi
ctiv
e, w
ater
fall
-pla
nned
•P
ros
& C
ons
oTh
e ag
ile a
ppro
ach
can
adap
t to
mar
ket c
hang
es
oTh
e w
ater
fall
appr
oach
is s
uite
d to
del
iver
ing
maj
or s
tep
chan
ges
Pro
duct
Dev
elop
men
t >
Del
iver
y
Sta
keho
lder
eng
agem
ent
oId
eas
phas
e –
mak
e su
re th
e rig
ht p
eopl
e ar
e in
volv
ed
oIn
itiat
ion
phas
e –
you’
re s
erio
us a
bout
eva
luat
ing
the
initi
ativ
e in
det
ail
oC
omm
itmen
t–yo
u’ve
siz
ed th
e ef
fort
invo
lved
and
you
’re s
eeki
ng a
form
al
com
mitm
ent
oR
eady
For
Ext
erna
l Eye
s –
it’s
been
bui
lt an
d te
sted
and
is re
ady
to s
how
to a
cust
omer
oR
eady
For
Ful
l Lau
nch
–yo
u’ve
sho
wn
it to
som
e cu
stom
ers,
you
’ve
twea
ked
it
a bi
t. N
ow it
s re
ady
for a
wid
er la
unch
Pro
duct
Dev
elop
men
t >
Sum
mar
y
•R
ecog
nise
the
thre
e co
rner
ston
es:
oId
ea G
ener
atio
n
oP
riorit
isat
ion
oD
eliv
ery
•Fo
rce
your
self
to m
ake
deci
sion
s
•S
hare
you
r dec
isio
ns a
nd th
e re
ason
ing
behi
nd th
em w
ith y
our s
take
hold
ers
•Th
is c
reat
es a
virt
uous
circ
le
Mar
ketin
g C
omm
unic
atio
nsEn
viro
nmen
t
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ketin
g C
omm
unic
atio
ns>
Intr
oduc
tion
•W
hat i
s M
arke
ting
Com
mun
icat
ions
?•
The
prom
otio
n “b
it” o
f mar
ketin
g
•H
ow is
it d
one
?•
Dire
ct m
arke
ting
–ta
rget
ed, t
rack
able
& m
easu
rabl
e.
•M
ass
adve
rtisi
ng –
focu
s on
bui
ldin
g an
d m
aint
aini
ng b
rand
aw
aren
ess
•P
ublic
Rel
atio
ns (P
R) –
gene
ratin
g an
d m
axim
isin
g“fr
ee” e
dito
rial c
over
age
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ketin
g C
omm
unic
atio
ns>
Intr
oduc
tion
•W
hat a
re th
e to
ols
to u
se ?
•S
ocia
l med
ia
•S
earc
h m
arke
ting
(onl
ine)
•TV
adv
ertis
ing
•O
utdo
or d
ispl
ay
•P
rint a
dver
tisin
g
•Te
lesa
les
•M
ailin
gs
•Fa
ce to
face
sel
ling
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ketin
g C
omm
unic
atio
ns>
PR
•W
hat’s
the
purp
ose
of P
R ?
To g
et y
our n
ame
know
n •
An
agen
cy c
an b
e co
stly
. Sta
rt by
taki
ng g
ood
care
of y
our f
irst c
usto
mer
s, th
is w
ill le
ad
to re
ferr
als.
Giv
e th
em m
ore
than
they
exp
ect:
oB
e on
tim
eo
Ret
urn
thei
r cal
ls p
rom
ptly
oG
ive
them
mor
e th
an th
ey w
ere
expe
ctin
g. G
et th
e ba
sics
righ
t –re
turn
cal
ls,
be o
n tim
e•
Mak
e su
re y
ou h
ave
a cl
ear a
nd c
onsi
sten
t bra
nd id
entit
y•
Bui
ld u
p yo
ur re
puta
tion
as a
n ex
pert
in y
our f
ield
•D
o so
met
hing
atte
ntio
n gr
abbi
ng to
attr
act p
ositi
vem
edia
atte
ntio
n to
you
r bus
ines
s
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ketin
g C
omm
unic
atio
ns>
Soci
al M
edia
•H
ow c
an S
ocia
l Med
ia h
elp
build
you
r bus
ines
s?E
stab
lish
a re
puta
tion
(Lin
kedI
n)K
eep
cust
omer
s up
date
d, w
ell s
erve
d (T
witt
er)
Leve
rage
refe
rral
s to
driv
e sa
les
(Fac
eboo
k)A
ll of
this
at n
ext t
o no
cos
t !•
Get
sig
ned
up a
nd s
tart
inte
ract
ing
with
you
r aud
ienc
e
Mar
ketin
g &
Pro
duct
Dev
elop
men
t Pat
rick
Maw
hood
Mar
ketin
g C
omm
unic
atio
ns>
Sear
ch &
Onl
ine
Mar
ketin
g
•G
et a
web
site
•B
uild
a w
eb p
rese
nce
•N
atur
al p
age
rank
ing
(pai
nsta
king
, tim
e co
nsum
ing)
•B
uy tr
affic
(tar
gete
d, c
ost e
ffect
ive)
•O
ffset
you
r tra
ffic
purc
hase
s by
dis
play
ing
othe
r peo
ple’
s ad
s
Sta
y on
top
of y
our s
pend
! G
oogl
e ha
s to
ols
to h
elp
you
with
this
<>
If co
ding
isn’
t you
r thi
ng, a
che
ap a
ltern
ativ
e is
1&
1 ho
stin
g
Ad
Ad
Ad
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Ad
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Your
site
Than
k yo
u an
d go
od lu
ck