Discusión sobre la identificación de los mecanismos de evaluación de los

Application of the Customer Focused Design Framework required the definition of

specific tasks identified by individual research elements. The tasks are performed

individually, however their results can be considered compositely. Knowledge gained from

one task often explains and elaborates observations made in another.

5.2.1. Online Search

YouTube was selected as the information source for the Online Search element of

the product research. YouTube launched in February 2005 and has quickly become the

internets most popular video hosting site. The site is visited by 71.2 million users who post

new video content at a staggering rate of ten content hours, for every real-time minute of its

video content on a diverse range of subjects. While initially finding popularity with creative

individuals who produced content for fun and notoriety, it is becoming a more accepted

forum for commercial activity.

YouTube was chosen as an information channel due for several reasons. Firstly,

YouTube has been utilized as sales/customer support tool by many companies who choose

to use this free video feed service to supply short “infomercials” about products, or to

complement installation and operating manuals for their products. These videos often

purposefully display detailed feature and design information about competitor’s products.

Secondly, YouTube remains a popular vehicle for individuals and entrepreneurs to advertise

their own innovations to an enormous audience of potential buyers. Finally, searching

YouTube for a specific topic produces a window of relevant topics which are beneficial to

the ideation process. Expected results for a typical product search include competitor

products, homespun innovations and a variety of related topics which may lead to ideas for

new adjacent products not previously considered. The video medium in itself is attractive

since it provides powerful visual images and audio commentary which can be archived for

later review.

The limitations of this method are largely related to the quantity of results obtained

from the search engine. Searches for common keywords (such as “bicycle”) may produce

tens of thousands of results or varying relevance. The algorithms used for indexing search

results are not known; therefore, the researcher is left to experiment with different search

terms and combinations of terms to provide a reasonable number of search results. The

analysis should begin with a maximum target for the number of videos to review, based on

time available. A simple run chart to track the relevance of search results (see Figure 5.7)

YouTube does not facilitate direct contact to video posters. Software features do

exist which allow video reviewers to post comments and submit videos themselves in

response to postings. Many video posters do provide channels for contact, by posting a link

to the website in the posting title, or displaying a link in the content of the video. Posters

generally review the comments made on their video posts, and often reply to comments.

Additional information about a product can be obtained in this way.

5.2.2. Retail Interview

The retail interview element of the product research was conducted through in-depth

interviews with end item product vendors. Although first-hand interaction with customers

seems the most straightforward method, studying customers indirectly through vendors has

some particular advantages. It is worth mentioning here that in nearly all cases encountered,

the vendors that were interviewed were also enthusiasts with first-hand product knowledge.

Vendors provide the additional advantages of directly encountering many customers, in their

pivotal role as a “gateway” between consumers and products. Accessing this knowledge

base allows the product researcher to indirectly access many more customer experiences in a

relatively short time. Vendors have the unique experience to be present and involved with

the customer at the time when a purchase decision is made. Understanding the factors

influencing the customer at this critical decision point is of paramount importance to the

product developer, yet frequently overlooked.

Candidates for interviewing were chosen from a list of “boutique” bicycle shops

which sell only bicycles, rather than large retailers who sell a variety of products. This

selection was made since the sales personnel is typically more experienced, knowledgeable

candidates selected were those who retailed the case study company’s current product line

as it was also beneficial to obtain some feedback on their own products.

5.2.3. Field Image Capture

A setting was identified to perform the Field Image Capture element of the study. In

this case, a race meet was suggested as an opportunity to witness large numbers of

customers who would be transporting their bicycles to the event. By selecting this setting

for the field image capture activity, the product developer was able to witness a large

collection of customers in a single location, in short duration. Due to the high intensity

nature of the event, a passive observation of the subjects, rather than active interviews, was

deemed appropriate. Photographing the participants in the context of their activity allowed

the product to be observed during its actual use, while surrounded by the elements of the

environment. The “look and feel” of the environment can also be captured in digital still

photographs, which are critical considerations when determining the styling of a potential

new product offering.