GMS 804 Lecture Notes - Lecture 4: Breakcore, Product Demonstration, Focus Group

• School: Ryerson University
• Department: Global Management Studies
• Course: GMS 804
• Professor: Hossein Zolfagharinia

Document Summary

The process of capturing customer needs and preferences. E. g. , brand new rain boots that leak in wet weather would be considered unacceptable. Are normally not known by the customer in advance, but they elicit delight over the product. We can segment customers by their demographic features or how, where, and when they use the product. Using a variety of tools, such as interviews and focus groups. Utilize quality function deployment (qfd) to translate general customer requirements into specific product characteristics. In the rain boots example, the definition of value would be different if the customer was a parent buying rain boots for their child versus a fire fighter buying waterproof boots for work. A focus group is a form of qualitative research. For example, a product can be described as attractive,"" strong,"" or safe. "". Measuring standards of customer service performance is essential. It allows a company to monitor how it is doing in meeting set objectives.