Chapter 6 Flashcards
(50 cards)
Q: What are the three sequential types of product attributes?
A: Features → Functions → Benefits.
Q: Why is “a product is nothing but attributes” a useful mindset?
A: Because any product can be fully described—and re-imagined—by modifying its attribute set.
Q: Definition — Analytical attribute techniques
A: Methods that create or judge new concepts by changing, adding, or combining product attributes.
Q: Definition — Perceptual gap analysis
A: Mapping how customers perceive products vs. their ideal, revealing unfilled market spaces (gaps).
Q: Name two ways to build a gap map.
A: Determinant gap map (manager judgment) or perceptual gap map (customer attribute ratings).
Q: What is a determinant attribute?
A: An attribute that is both differentiating and important in purchase decisions.
Q: One advantage and one disadvantage of a managerial determinant map?
Advantage: fast & cheap. Disadvantage: relies purely on management’s perceptions.
Q: Which statistical tool often underlies customer-based perceptual maps?
A: Factor analysis of attribute-rating data.
Q: Definition — Trade-off (conjoint) analysis
A: A technique that uncovers which attribute bundles customers prefer by forcing choices among profiles.
Q: Why is conjoint popular in B2B product design?
A: Business buyers make rational, attribute-by-attribute trade-offs, which conjoint quantifies.
Q: Give two guidelines before running a conjoint study.
A: Know the determinant attributes first; choose respondents familiar with the category.
Q: Definition — Full-profile conjoint
A: Showing respondents all feasible combinations of attribute levels instead of partial designs.
Q: Definition — Dimensional analysis
A: Listing every physical or functional feature of a product to spark ideas by adding, deleting, or altering.
Q: What makes dimensional analysis “challenging” despite its simplicity?
A: The best insights often hide in features the product currently doesn’t have.
Q: Name four pairs of checklist prompts that generate concepts.
A: Adapt / substitute, modify / magnify, reverse / minify, combine / rearrange.
Q: How does analogy fuel ideation?
Q: How does analogy fuel ideation?
Q: Definition — Value curve creation (Blue-Ocean style)
Value curve creation is a strategic tool used to rethink a product’s value proposition by adjusting its key attributes—reducing, eliminating, raising, or creating features—to stand out in the market and deliver unique customer value.
Q: What question does the “Reduce” axis of the value curve ask?
A: “Which attributes can we cut back below the industry standard?”
Q: List the four types of product enhancements.
A: Upgrades, add-ons, extras, accessories.
A: Upgrades, add-ons, extras, accessories.
A: Upgrades = vertical segmentation (quality tiers); add-ons = horizontal (variety/customization).
Q: Definition — TRIZ
TRIZ is a structured method for solving difficult technical problems by applying patterns from past inventions—instead of relying only on brainstorming or trial-and-error.
Key ideas:
Most problems have been solved somewhere before, just in a different industry or context.
Q: Give one benefit of TRIZ for product developers.
A: It suggests surprising attribute changes that resolve apparent trade-offs.
Q: Why combine qualitative tools (e.g., dimensional analysis) with quantitative ones (gap/conjoint)?
A: Early creativity benefits from open-ended methods; later screening needs hard numbers.
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