Product design methodology

• US 7,567,917 B2
• Filed: 03/13/2003
• Issued: 07/28/2009
• Est. Priority Date: 03/14/2002
• Status: Active Grant

• Current Assignee: Jim F. Warner, Kenneth Miller
• Original Assignee: Jim F. Warner, Kenneth Miller
• Inventors: Miller, Kenneth, Warner, Jim F
• Primary Examiner(s): BOYCE, ANDRE D
• Application Number:
  US10/388,804
• Publication Number:
  US 20030216955A1
• Time in Patent Office: 2,329 Days
• Field of Search: 705/10
• US Class Current: 705/7.29
• CPC Class Codes: G06Q 10/0637 Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data

Abstract

The present invention captures information associated with a manufacturer, the manufacturer'"'"'s competitors and consumers in order to improve new product and packaging design match consumer needs with the manufacturer'"'"'s capabilities and competitor strengths. Raw data are translated into actionable information that is used for strategic direction of product and packaging design and development.

Claims

1. A system utilizing at least one electronic computing device for providing direction for developing at least one of a product, a product packaging and service, said system comprising:

a client information module stored in memory of said electronic computing device, said client information module receiving and storing client information, said client information comprising at least one of a client'"'"'s capability, a client'"'"'s constraint and a client'"'"'s concern for developing said at least one of a product, a product packaging and service;

a consumer information module stored in memory of said electronic computing device, said consumer information module receiving and storing consumer information, said consumer information representing at least one of a consumer'"'"'s perception of at least one of a first product, a first product package and a first service, and a consumer'"'"'s experience with at least one of said first product, said first product package and said first service;

a competitor information module stored in memory of said electronic computing device, said competitor information module receiving and storing competitor information, said competitor information representing at least one of a second product produced by a competitor, a second product packaging produced by a competitor, a second service provided by a competitor, a consumer'"'"'s expectation of a second product, a consumer'"'"'s expectation of a second product packaging, and a consumer'"'"'s expectation of a second service;

an information valuing module stored in memory of said electronic computing device, said information valuing module being operated on by said electronic computing device and employing an algorithm to provide a client information value, a consumer information value and a competitor information value that represent said client information, said consumer information and said competitor information, respectively,

said client information module being operated on by said electronic computing device and forming a matrix for identifying the client'"'"'s capabilities, constraints and concerns in relationship to at least one of technology, marketing and distribution of the product, product packaging or service, the matrix allowing the client'"'"'s capabilities, constraints and concerns affecting the product, product packaging or service connected to at least the technology, marketing and distribution of the product, product packaging or service to be identified,

said information valuing module being operated on by said electronic computing device and mapping said consumer information as defined attributes of the first product, first product packaging or first service in a graphical format reflecting the consumer'"'"'s perception and experience as values versus the defined attributes,

said information valuing module being operated on by said electronic computing device and mapping said competitor information as defined attributes of the second product, second product packaging or second service or the consumer'"'"'s expectations of the second product, second product packaging or service in said graphical format as values versus the defined attributes;

an information ranking module stored in memory of said electronic computing device, said information ranking module being operated on by said electronic computing device and using an algorithm to rank said client information value, said consumer information value and said competitor information value in terms of user importance in said graphical format; and

a development module stored in memory of said electronic computing device, said development module being operated on by said electronic computing device and directing development of said at least one of a product, a product packaging and service by identifying differences between said client information value, said consumer information value and said competitor information value as a function of said information ranking module and determining at least one attribute vector directing development of said product, product packaging or service based on said differences in a defined direction, said at least one attribute vector being developed by comparing the client information value, consumer information value and competitor information value in said graphical format,

the at least one attribute vector having a relevance to the development of the product, product packaging or service determined by the size of the attribute vector as determined by the differences and further as determined by the ranking of the values by the information ranking module that determines the location of said attribute vector in said graphical format.

2. The system of claim 1, wherein said client information module further provides at least one representation of technology, marketing and distribution for developing said at least one of a product, a product packaging and service.

3. The system of claim 1, wherein said client capabilities include said client'"'"'s ability to provide at least one of manufacturing and operations, research and development, engineering, materials, brand equity, intellectual property, a sales network, market share, pricing power, retailer relationships, a shipping infrastructure, distribution and palletization.

4. The system of claim 1, wherein said client constraints include limitations of said client to provide at least one of in-house manufacturing, supplier costs, tooling changes, operations modifications, consumer permission to change said at least one of a product, a product packaging and service, compatibility and processing, predisposed image, up-to-date status, time limitations, volume versus unit costs, stocking and detailing, and specific retail venues.

5. The system of claim 1, wherein said client concerns include at least one of flexibility, margins, resources, cost and lead time, support, validation, work-arounds, share growth, shelf look and retailer return.

6. The system of claim 1, wherein said information ranking module operates electronically.

7. The system of claim 1, wherein said consumer information further comprises a consumer'"'"'s assessment of attributes for at least one of said first product, said first product package, said first service, a product category, client needs, applications and features of said at least one of a product, a product packaging and service, wherein said consumer'"'"'s assessment represents a degree of importance said consumer has for said attributes.

8. The system of claim 7, wherein said consumer perception includes a belief held by said consumer of said attributes.

9. The system of claim 7, wherein said consumer experience represents impressions of said attributes held by said consumer as a function of said consumer'"'"'s direct use of at least one of said first product, said first product package and said first service.

10. The system of claim 7, further comprising a mapping module, said mapping module providing a first graphical representation of said consumer information and a second graphical representation of at least one of said competitor information, competitor product performance and consumer expectation, and superimposing said first graphical representation and said second graphical representation.

11. The system of claim 1, further comprising a means for shifting concentration of development efforts from a first attribute of said product and product packaging to a second attribute of said at least one of a product, a product packaging and service as a function of said information ranking module.

12. The system of claim 1, wherein said consumer information module is adapted to receive consumer information from at least one of interviews, questionnaires and by observing consumers that interact with said at least one of a product, product packaging and a service.

13. A method of utilizing at least one electronic computing device for providing direction for developing at least one of a product, a product packaging and service, said method comprising:

providing client information to the computing device, said client information representing at least one of a client'"'"'s capability, constraint and concern for developing said at least one of a product, a product packaging and service;

providing consumer information to the computing device, said consumer information representing a consumer'"'"'s perception and experience with at least one of a first product, a first product packaging and a first service;

providing expectation information to the computing device, said expectation information representing at least one of;

a) a consumer'"'"'s expectation of at least one of a second product, a second product packaging and a second service; and

b) at least one of said second product, said second product packaging and said second service, said second product, said second product packaging and said second service produced by a competitor;

calculating using the electronic computing device a client information value, a consumer information value and an expectation information value to represent said client information, said consumer information and said expectation information, respectively,

forming using the electronic computing device a matrix for identifying the client'"'"'s capabilities, constraints and concerns in relationship to at least one of technology, marketing and distribution of the product, product packaging or service, the matrix allowing the client'"'"'s capabilities, constraints and concerns affecting the product, product packaging or service connected to at least the technology, marketing and distribution of the product, product packaging or service to be identified;

mapping using the electronic computing device said consumer information value against at least one defined attribute of the first product, first product packaging or first service in a graphical format reflecting the consumer'"'"'s perception and experience;

mapping using the electronic computing device said expectation information value against at least one defined attribute of the second product, said product packaging or second product service in said graphical format;

ranking using the electronic computing device said client information value, said consumer information value and said expectation information value in terms of user importance in said graphical format; and

using the electronic computing device, basing development of said at least one of a product, product packaging and service on differences discovered between said client information value, said consumer information value and said expectation information value as a function of said step of ranking; and

determining using the electronic computing device at least one attribute vector directing development of said product, product packaging or service based on said differences in a defined direction, said at least one attribute vector being developed by comparing the client information value, consumer information value and competitor information value in said graphical format;

the at least one attribute vector having a relevance to the development of the product, product packaging or service determined by the size of the attribute vector as determined by the differences and further as determined by the ranking of the values as determined by the location of said attribute vector in said graphical format.

14. The method of claim 13, wherein said client information further represents at least one of technology, marketing and distribution for developing said at least one of a product, a product packaging and service.

15. The method of claim 13, wherein said client capabilities include said client'"'"'s ability to provide at least one of manufacturing and operations, research and development, engineering, materials, brand equity, intellectual property, a sales network, market share, pricing power, retailer relationships, a shipping infrastructure, distribution and palletization.

16. The method of claim 13, wherein said client constraints include limitations of said client to provide at least one of in-house manufacturing, supplier costs, tooling changes, operations modifications, consumer permission to change said at least one of a product, a product packaging and service, compatibility and processing, predisposed image, up-to-date status, time limitations, volume versus unit costs, stocking and detailing, and specific retail venues.

17. The method of claim 13, wherein said client concerns include at least one of flexibility, margins, resources, cost and lead time, support, validation, work-arounds, share growth, shelf look and retailer return.

18. The method of claim 13, wherein said consumer information comprises a consumer'"'"'s assessment attributes of said at least one of a product, a product packaging and service, client needs, applications and features of said at least one of a product, a product packaging and service wherein said consumer'"'"'s assessment includes a degree of importance said consumer has for said attributes.

19. The method of claim 18, wherein said consumer perception includes a belief held by said consumer of said attributes.

20. The method of claim 18, wherein said consumer experience represents impressions of said attributes held by said consumer as a function of said consumer'"'"'s direct use of said at least one of said first product, said first product packaging and said first service.

21. The method of claim 13, further comprising graphically representing said consumer information on a first overlay and said expectation information on a second overlay, and performing said step of ranking by superimposing said first overlay and said second overlay.

22. The method of claim 13, further comprising shifting concentration of development efforts from a first attribute of said at least one of a product, a product packaging and service to a second attribute of said at least one of a product, a product packaging and service as a function of said ranking.

23. The method of claim 13, further comprising receiving said consumer information by at least one of an interview, a questionnaire or by observing consumers'"'"' behavior.