首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
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
admin
2022-07-26
65
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 "Max Diff" (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 Max Diff 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 Max Diff, 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 Max Diff analysis to those issues as well.
The restaurant chain fails in expansion for the lack of
选项
A、healthy options.
B、a modern decoration.
C、a convenient access.
D、new menus.
答案
C
解析
根据The restaurant chain可定位到第四段。该段讲到一家餐饮店通过新的评估技术得出之前店面扩张失败的原因。该段第二句提到传统方法得出客户需要更健康的饮食选择和不断翻新的装潢,而末句使用新的评价方式得出的结果是及时的上菜服务和方便的位置更重要(were far more important),因此可知此餐饮连锁店扩张失败的原因就在于这两点。C项为其中一项内容,故为答案。第四段第二句提到了通过焦点小组和偏好调查所得出的客户主要需求,但第四句表明在装潢更现代化的新销售店,销售更低迷(sluggish in the more contemporary new outlets),由此可知,缺乏更现代化的装潢并非失败原因,故可排除B项。该段第三句提到了新菜单,指出推出新菜单后,结果却令人沮丧(dismayed),由此可知采取了相关措施却并未见成效,故A项和D项都不是扩张失败的原因,均可排除。
转载请注明原文地址:https://kaotiyun.com/show/yLmZ777K
0
考研英语一
相关试题推荐
Whetherwewantitornotweareallgreedybynature.Fromthemomentweare【C1】______andtothelastdayofourlifewe【C2】___
Whetherwewantitornotweareallgreedybynature.Fromthemomentweare【C1】______andtothelastdayofourlifewe【C2】___
Seariseasaresultofglobalwarmingwouldimmediatelythreatenthatlargefractionoftheglobelivingatsealevel.Nearlyo
AlthoughtherearemanyskillfulBraillereaders,thousandsofotherblindpeoplefinditdifficulttolearnthatsystem.Theya
SowhyisGooglesuddenlysointerestedinrobots?That’sthequestioneveryone’saskingafteritemergedthismonththatthein
Thetranslatormusthaveanexcellent,up-to-dateknowledgeofhissourcelanguages,full【C1】______inthehandlingofhistarget
Thetranslatormusthaveanexcellent,up-to-dateknowledgeofhissourcelanguages,full【C1】______inthehandlingofhistarget
SinceHenryFordturneditintoamass-marketproductacenturyago,thecarhasdeliveredmanybenefits.Ithas【C1】______econom
Whenpeopletalkaboutthedigitaldivide,theyusuallymeanthe【C1】______betweenpeoplewhoarebenefitingfromtheinformation
随机试题
全血的比重主要决定于【】
A.有效部位B.活性成分C.人工合成药D.体内活性物质E.药用植物
代谢性酸中毒可出现的表现是:低钾血症可出现的表现是:
某患者,的近中邻面浅龋,且该牙牙冠短小,切端较厚。在3/4冠修复中为增加固位作用和加强阻挡舌向脱位作用。除邻沟外可考虑预备
下列不属于勘察设计单位的质量责任和义务的是()。
辅导对象报送首次公开发行股票的申请文件未予核准的,除非有中国证监会在不予核准通知书中有其他要求,否则,应针对存在的问题重新辅导。()
商品流通企业在选择长期合作关系的供应商时,要对总成本进行评价。总成本应包括()。
甲企业2021年的可持续增长率为10%,2022年不增发新股和回购股票,营业净利率、总资产周转率、利润留存率、资产负债率保持不变,则()。
仲裁是经过司法诉讼途径具有法律约束力的争议解决方式。()
5,9,16,20,28,32,44,()
最新回复
(
0
)