Lorand Balint (Boti)

Tocmai ce am dat pe net peste o prezentare foarte buna a unui tool BBDO: Problem Detection Study. Trece prin cam toate detaliile posibile (gandul din spate, metodologie in 6 pasi, exemple concrete) si parerea mea este ca merita citit si analizat.

Gandul este pe atat de simplu, pe atat de corect:

People are better at complaining than telling you what to do. If you ask consumers what they want they will seldom tell you anything new. The PDS method identifies and ranks problems, needs and opportunities in market priority.

Exemple:

I. Dog Food:

Traditional research: 1. Provide a balanced diet; 2. give nutrition; 3. contain vitamins

PDS: 1. smells bad; 2. no chewing exercise; 3. not available in different sizes

II. The Company: Union health centers

The problem: ”Medical staff too seldom visit the places where people work”

The solution: Special uniforms that stood out, stickers that were put up after every field visit

III. H&M: Try clothes at home

Descarca prezentarea pe: www.acme-eu.org/documents/conf04/2_1Robert_Thams.ppt