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  3. What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too of

What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too of

admin2018-07-10  38
问题     What happens when you combine product design skills, high-powered market research techniques, and abundant customer data? Too often, the result is devices that suffer from "feature creep" or the return of billions of dollars’ worth of merchandise by customers who wanted something different after all. That kind of waste is bad enough in normal times, but in a downturn it can take a fearsome toll.
    The trouble is that most customer-preference rating tools used in product development today are blunt instruments, primarily because consumers have a hard time articulating their real desires. Asked to rate a long list of product attributes on a scale of 1 ("completely unimportant") to 10 ("extremely important"), customers are apt to say they want many or even most of them. To solve that problem, companies need a way to help customers sharpen the distinction between "nice to have" and "gotta have."
    Some companies are beginning to pierce the fog using a research technique called "Maxdiff" (Maximum Difference Scaling), which was pioneered in the 1990s. It requires customers to make a sequence of explicit trade-offs. Researchers begin by amassing a list of product or brand attributes that represent potential benefits. Then they present respondents with sets of four or so attributes at a time, asking them to select which attribute of each set they prefer most and least. Subsequent rounds of mixed groupings enable the researchers to identify the standing of each attribute relative to all the others by the number of times customers select it as their most or least important consideration.
    A popular restaurant chain recently used MaxDiff to understand why its expansion efforts were failing. In a series of focus groups and preference surveys, consumers agreed about what they wanted: more healthful meal options and updated decoration. But when the chain’s heavily promoted new menu was rolled out, the marketing team was dismayed by the results. Customers found the complex new choices confusing, and sales were sluggish in the more contemporary new outlets. The company’s marketers decided to cast the range of preferences more broadly. Using MaxDiff, they asked customers to compare eight attributes and came to a striking realization. The results showed that prompt service of hot meals and a convenient location were far more important to customers than healthful items and modern furnishings.
    The ability to predict how customers will behave can be extremely powerful. Companies planning cross-border product rollouts need a tool that is free of cultural bias. And as customer tastes fragment, product development teams need reliable techniques for drawing bright lines between customer segments based on the features that matter most to each group. Companies are starting to apply MaxDiff analysis to those issues as well.
Which of the following would be the most appropriate title of the text?
选项 A、What Do Customers Really Want
B、How to Use Preference Rating Tools
C、Why Maxdiff is Better in Measurement
D、How to Run a Successful Restaurant Chain
答案A
解析 文章一直围绕客户的需求来展开。首先说现在所用到的大多数客户偏好评价工具不好，因为它们不能体现客户到底需要什么，接着介绍一种能够测出客户真正需求的新方法——最大差异量表，并以一个“连锁餐饮企业扩张店面失败”的实际案例来分析其应用，最后说这种方法很有用，所以文章题目最可能为A项的内容——顾客真正想要什么。
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