SPD RESEARCH PROJECT PRESENTATION 2
REINVENTION AS AN ALTERNATIVE TO REGULAR NEW PRODUCT DEVELOPMENT
Lisa Schmidt Karan Shah
RQ
How does the knowledge about a product having been reinvented influence its usage experience?
H0 PAST ASSOCIATIONS PERTAINING TO THE FUNCTIONAL, SENSORY, EMOTIONAL & INTELLECTUAL ASPECTS OF THE ORIGINAL PRODUCT WILL INFLUENCE THE DIMENSIONS OF USAGE EXPERIENCE.
H0 PAST ASSOCIATIONS PERTAINING TO THE FUNCTIONAL, SENSORY, EMOTIONAL & INTELLECTUAL ASPECTS OF THE ORIGINAL PRODUCT WILL INFLUENCE THE DIMENSIONS OF USAGE EXPERIENCE.
V1
PAST ASSOCIATION ASPECTS
V2
USAGE EXPERIENCE DIMENSIONS
H0 PAST ASSOCIATIONS PERTAINING TO THE FUNCTIONAL, SENSORY, EMOTIONAL & INTELLECTUAL ASPECTS OF THE ORIGINAL PRODUCT WILL INFLUENCE THE DIMENSIONS OF USAGE EXPERIENCE.
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
FUNCTIONAL (F) SENSORY (S) EMOTIONAL (E) INTELLECTUAL (I)
FUNCTIONAL (F) SENSORY (S) EMOTIONAL (E) INTELLECTUAL (I)
DEGREE OF REINVENTION DEFINES THE AMOUNT BY WHICH THE REINVENTED PRODUCT DIFFERS FROM THE ORIGINAL PRODUCT
INFLUENCES THE EFFECT OF THE ORIGINAL PRODUCT ON THE REINVENTED PRODUCT
DEGREE OF REINVENTION
V3
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
F
F
S
E
I
S
E
I
DEGREE OF REINVENTION
V3 Interaction Effect
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
F
F
S
E
I
S
E
I
H1 THE DEGREE OF REINVENTION (V3) INFLUENCES THE EFFECT OF THE PAST ASSOCIATIONS (V1) ON THE USAGE EXPERIENCE (V2) OF THE REINVENTED PRODUCT.
DEGREE OF REINVENTION
V3 Interaction Effect
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
F
F
S
E
I
S
E
I
EXPERIMENT DESIGN {EXPERIMENT} How does the past association with the original product influence the usage experience of a reinvented product? How does the degree of reinvention affect this? Let participants assess their past association with cameras first, then assess one reinvented product based on the grouping conditions
EXPERIMENT DESIGN {EXPERIMENT} How does the past association with the original product influence the usage experience of a reinvented product? How does the degree of reinvention affect this? Let participants assess their past association with cameras first, then assess one reinvented product based on the grouping conditions Stimuli: Past Associations with original product - None Usage Experience of Reinvented product - Image + Description 4 Groups/Conditions: 1 Zero Reinvention - Normal digital camera 2 Low Degree of Reinvention - Slight incremental change 3 High Degree of Reinvention - Show a significant change 4 New Product - Show a completely different product
EXPERIMENT DESIGN GROUPING CONDITIONS
1
A
A
ZERO REINVENTION (NORMAL DIGITAL CAMERA)
2
A
B
LOW DEGREE OF REINVENTION (SLIGHT INCREMENTAL CHANGE)
3
A
B
HIGH DEGREE OF REINVENTION (SIGNIFICANT CHANGE)
4
A
B
COMPLETE REINVENTION (DIFFERENT PRODUCT)
EXPERIMENT DESIGN {EXPERIMENT} Participant Selection: Digital Camera Users. No novices or experts. Aim to find a sample with sufficient diversity in age, nationality and gender. Recruiting Plan: Online communities related to the topic, spread flyers in the university. Sample Size: 50 Participants/Group = 200 Participants (total) Collection Timeline: May 20 - June 10 (3 Weeks).
Troubleshooting: In case of insufficient participants, post questionnaire in more online communities.
DATA COLLECTION AVENUES
Traveller’s Communities:
Photo Communities:
EXPERIMENT DESIGN
EXPERIMENT DESIGN WITHIN GROUP
V1
PAST ASSOCIATION ASPECTS
F
S
E
I
F
S
E
I
V2
USAGE EXPERIENCE DIMENSIONS
EXPERIMENT DESIGN WITHIN GROUP
V1
BETWEEN GROUP 1
2
3
PAST ASSOCIATION ASPECTS
V3
F
S
E
I
F
S
E
I
V2
USAGE EXPERIENCE DIMENSIONS
DEGREE OF REINVENTION
V2
USAGE EXPERIENCE
4
EXPERIMENT DESIGN WITHIN GROUP
V1
BETWEEN GROUP 1
2
3
4
PAST ASSOCIATION ASPECTS
V3
F
S
E
I
F
S
E
I
V2
DATA ANALYSIS:
DEGREE OF REINVENTION
V2
USAGE EXPERIENCE DIMENSIONS
USAGE EXPERIENCE
Regression Analysis
One Way Independent ANOVA
EXPERIMENT DESIGN {SCALES} PAST ASSOCIATION Please tell us about your thoughts and feelings regarding the use of digital cameras by listing all thoughts and feelings you may have related to it. Use one line for each thought/feeling. Thought/Feeling 1: Thought/Feeling 2: ... Thought/Feeling 10:
EXPERIMENT DESIGN {SCALES} PAST ASSOCIATION Product Experience Scale: To what extent do the statements below describe your experience with this product concept? (1=Not at all; 7=Completely) This product concept made a strong impression on me visually or through my other senses. 1 2 3 4 5 6 7 This product concept intrigued my senses. 1 2 3 4 5 6 7 ...... ...... This product concept made me think. 1 2 3 4 5 6 7 This product concept, if commercialized, would help me relate to other people. 1 2 3 4 5 6 7
EXPERIMENT DESIGN {SCALES} USAGE EXPERIENCE Product Experience Scale: To what extent do the statements below describe your experience with this product concept? (1=Not at all; 7=Completely) This product concept made a strong impression on me visually or through my other senses. 1 2 3 4 5 6 7 This product concept intrigued my senses. 1 2 3 4 5 6 7 ...... ...... This product concept made me think. 1 2 3 4 5 6 7 This product concept, if commercialized, would help me relate to other people. 1 2 3 4 5 6 7
EXPERIMENT DESIGN {SCALES} USAGE EXPERIENCE Customer Appeal Scale: For potential customers, this concept would be: Unappealing -3 -2 -1 0 1 2 3 Appealing Not likeable -3 -2 -1 0 1 2 3 Likeable Not desirable -3 -2 -1 0 1 2 3 Desirable
EXPERIMENT DESIGN {SCALES} USAGE EXPERIENCE Product newness Scale: This new product concept: Satisfies an existing market -3 -2 -1 0 1 2 3 Creates a new market Relies on existing technology (or a refinement of it) -3 -2 -1 0 1 2 3 Relies on new technology Requires very little customer learning -3 -2 -1 0 1 2 3 Requires extensive customer learning
EXPERIMENT DESIGN {SCALES} DEGREE OF REINVENTION Reinvention manipulation check: In your opinion, this new product concept: Builds on existing applications of the “cameras” category. -3 -2 -1 0 1 2 3 Proposes a new application for the “cameras” category. Builds on existing meanings of the “cameras” category. -3 -2 -1 0 1 2 3 Conveys new meanings that are not usually attached to the “cameras” category.
EXPERIMENT DESIGN {SCALES} RELIABILITY CHECK Realism check: This new product concept can be best described as: Very unrealistic -3 -2 -1 0 1 2 3 Very realistic Control for sketch quality: This new product concept was: Not at all clear -3 -2 -1 0 1 2 3 Very clear Not at all detailed -3 -2 -1 0 1 2 3 Very detailed
EXPERIMENT DESIGN {SCALES} PARTICIPANT CHECK Consumer innovativeness scale: To what extent do the statements below describe you? (1=Not at all; 7=Completely) I enjoy trying new products.1 2 3 4 5 6 7 I am usually among the first ones to try new products or brands. 1 2 3 4 5 6 7 In general, I am among the first ones to buy new products when they appear on the market. 1 2 3 4 5 6 7
EXPERIMENT DESIGN {SCALES} PARTICIPANT CHECK Category knowledge: How knowledgeable do you consider yourself about cameras? Not at all knowledgeable
-3 -2 -1 0 1 2 3 Very knowledgeable
Misc. demographics: • • • • •
Age Gender Education level Average monthly income etc.
EXPERIMENT DESIGN
4 Groups/Conditions: 1 Zero Reinvention - Normal digital camera 2 Low Degree of Reinvention - Slight incremental change 3 High Degree of Reinvention - Show a significant change 4 New Product - Show a completely different product
EXPERIMENT DESIGN
4 Groups/Conditions: 1 Zero Reinvention - Normal digital camera 2 Low Degree of Reinvention - Slight incremental change 3 High Degree of Reinvention - Show a significant change 4 New Product - Show a completely different product
{PRETEST}
EXPERIMENT DESIGN {PRETEST} What is the perceived degree of reinvention in the shown products? Test 16 Sketches (in 2 groups with 8 sketches each) to shortlist 4 for the main experiment that differ significanly in their degree of reinvention.
EXPERIMENT DESIGN {PRETEST} What is the perceived degree of reinvention in the shown products? Test 16 Sketches (in 2 groups with 8 sketches each) to shortlist 4 for the main experiment that differ significanly in their degree of reinvention. Stimuli: Image + Description Participant Selection: Digital Camera Users. No novices or experts. Aim to find a sample with sufficient diversity in age, nationality and gender. Recruiting Plan: Online communities related to the topic, spread flyers in the university. Sample Size: Minimum 25 Participants/Group Collection Timeline: May 6 - May 10.
EXPERIMENT DESIGN {PRETEST - SCALES}
DEGREE OF PRODUCT NEWNESS Originality index 1: Items from Dahl, D.W., P. Moreau. 2002. The influence and value of analogical thinking during new product ideation. Journal of Marketing Research 39(1) 47-60. This new product concept can be best described as: Not at all innovative -3 -2 -1 0 1 2 3 Very innovative Not at all creative -3 -2 -1 0 1 2 3 Very creative Commonplace -3 -2 -1 0 1 2 3 Original
EXPERIMENT DESIGN {PRETEST - SCALES}
PERCEIVED DEGREE OF REINVENTION Reinvention manipulation check: In your opinion, this new product concept: Builds on existing applications of the “cameras” category. -3 -2 -1 0 1 2 3 Proposes a new application for the “cameras” category. Builds on existing meanings of the “cameras” category. -3 -2 -1 0 1 2 3 Conveys new meanings that are not usually attached to the “cameras” category.
EXPERIMENT DESIGN {PRETEST - SCALES} PERCEIVED DEGREE OF REINVENTION Realism check question: This new product concept can be best described as: Very unrealistic -3 -2 -1 0 1 2 3 Very realistic MANIPULATION CHECK Control for sketch quality: This new product concept was: Not at all clear -3 -2 -1 0 1 2 3 Very clear Not at all detailed -3 -2 -1 0 1 2 3 Very detailed
LIMITATIONS External Validity: The results might not be generalizable to other product categories. Internal Validity: To what extent do our variables interrelate? Reliability: How can we make sure the participants answer truthfully?
DOUBTS IS THE DEGREE OF REINVENTION (V3) A MODERATOR VARIABLE (INTERACTS WITH V1) OR A COVARIANT? DEGREE OF REINVENTION
V3 Interaction Effect
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
F
F
S
E
I
S
E
I
DOUBTS THE USAGE EXPERIENCE OF A CAMERA IS VERY DEPENDENT ON THE NATURE OF LIFE SITUATIONS & EXPERIENCES, WHICH IS A VERY DIFFICULT VARIABLE TO CONTROL. DEGREE OF REINVENTION
V3 Interaction Effect
Vx
LIFE SITUATION DURING USAGE
V1
V2
PAST ASSOCIATION ASPECTS
USAGE EXPERIENCE DIMENSIONS
F
F
S
E
I
S
E
I
Qs?