Hybrid

      1. What problem does Mario notice in his business? Before talking to James, in Mario’s opinion what has caused this problem? 2. Based on the dialogue between Mario and James, what other factors may have caused this problem? What will be the major objectives of James’ further research? Part 2: Blink Read the attachment titled “Blink” and answer the following questions. 3. (New Coke) What mistakes did the “guy in the white lab coats” make (page 166) in the New Coke study that led to the big disaster? How would you improve this study if you were a researcher working for Coca-Cola? 4. (Death Chair) Why did the studies Herman Miller did in early 1990s fail to reveal the Aeron’s great market potential? How would you improve these studies if you were a researcher working for Herman Miller? 5. (Kenna) While “people who truly know music love Kenna” (page 151), the response from the twelve hundred people was “dismal” (page 152). What reasons may account for this significant difference? Please base your analysis on the facts presented in this article. 6. What lessons on new product innovation research do you learn from these three cases?

Sample Solution

     

Mario notices that his customers are increasingly complaining about the quality of his product. He believes that this is due to the fact that he has recently switched to using a new supplier for some of his raw materials.

2. Based on the dialogue between Mario and James, what other factors may have caused this problem? What will be the major objectives of James’ further research?

According to James, there are a number of other factors that could have caused Mario's problem, such as:

  • A change in the manufacturing process
  • A problem with the equipment
  • A change in the customer base
  • A change in the competitive landscape

Full Answer Section

      James' further research will focus on identifying the root cause of the problem and developing a solution.
  1. (New Coke) What mistakes did the “guy in the white lab coats” make (page 166) in the New Coke study that led to the big disaster? How would you improve this study if you were a researcher working for Coca-Cola?
The researchers at Coca-Cola made the following mistakes in the New Coke study:
  • They only tested the taste of New Coke against regular Coke. They did not test the overall experience of drinking New Coke, including the smell, texture, and aftertaste.
  • They only tested New Coke in small samples. They did not test New Coke in real-world settings, such as in people's homes.
If I were a researcher working for Coca-Cola, I would improve the New Coke study by:
  • Testing the overall experience of drinking New Coke, including the smell, texture, and aftertaste.
  • Testing New Coke in real-world settings, such as in people's homes.
  • Using a larger sample size.
  • Testing New Coke against a variety of other cola drinks, including both Pepsi and other brands.
  1. (Death Chair) Why did the studies Herman Miller did in early 1990s fail to reveal the Aeron’s great market potential? How would you improve these studies if you were a researcher working for Herman Miller?
Herman Miller's early studies of the Aeron chair failed to reveal its great market potential because the studies focused on the chair's physical features, such as its ergonomic design and adjustability. The studies did not focus on the emotional benefits of the chair, such as its ability to improve comfort, reduce fatigue, and increase productivity. If I were a researcher working for Herman Miller, I would improve the studies of the Aeron chair by:
  • Focusing on the emotional benefits of the chair.
  • Using a variety of research methods, such as surveys, interviews, and focus groups.
  • Conducting the research with a variety of participants, including both office workers and people with disabilities.
  1. (Kenna) While “people who truly know music love Kenna” (page 151), the response from the twelve hundred people was “dismal” (page 152). What reasons may account for this significant difference? Please base your analysis on the facts presented in this article.
There are a number of reasons that may account for the significant difference between the response of people who truly know music and the response of the twelve hundred people who participated in the study.
  • Kenna's music is challenging and complex. It may take time and repeated listening to fully appreciate his music.
  • Kenna is a relatively new artist. He may not be as well-known as some of the other artists who were included in the study.
  • The study participants may have been biased against Kenna's music because of his race or genre.
  1. What lessons on new product innovation research do you learn from these three cases?
The three cases in the Blink article teach us the following lessons about new product innovation research:
  • It is important to test new products in real-world settings.
  • It is important to test the overall experience of using a new product, not just its individual features.
  • It is important to use a variety of research methods and to recruit a diverse group of participants.
  • It is important to be aware of the potential for bias in research.
Additionally, it is important to remember that research is just one piece of the puzzle when it comes to new product innovation. It is also important to consider factors such as the competitive landscape, the target market, and the company's resources.  

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