User Needs Plcor Dcor Scor Ccor Hawley 6 8 12 v1 PDF

User Needs Integration
Dick Hawley
Principal
Industry Solutions
Practice Manufacturing
June 8, 2012
2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein
are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are
the property of their respective owners.
Comments on Existing PLCOR Framework
1. User Needs Evaluation - Existing Process Elements do delineate Product Development tasks such as
C3.4 Acquire Market Detailed Knowledge and C3.5 Specify Product Features and Functions.
Background: The accuracy of the analysis of user needs and understanding of product requirements
has direct impact on product success and profound ramifications on business financials. Diagrams
have been included that outline the process of Marketing Product Management involved with new
product and/or market introduction. The multiple intersections of User Needs requirements with this
process framework have been depicted on subsequent diagrams. As User requirements have a
pervasive influence on outcomes, it is important to understand how they are interwoven into the
overall development process, touching directly product features , market segmentation, marketing
strategy and market mix decisions.
Recommended: 1) User Requirements and Needs be identified and assigned clearly stated Elements
at each stage of the PLCOR model. For example an intermediate element C3.X Document a User
Needs Evaluation be added to Create. 2) A framework for analyzing User Needs in a Quality context
be adopted which will be used throughout the PLCOR model. This would include a systematic monitor
and control loop process in which the REVISE market data acquisition flows back through this Quality
Framework for analysis. Comparison to earlier documented User Requirement, originally determined
and used in various product development stages, would be conducted and significant changes
reviewed and analyzed to determine appropriate next steps. Next steps could include product or
marketing program revisions.
Comments: 1) Essential for market segmentation discussion and determining target segments.
2) Central to customer value assessments. 3) Important to validation of the value to customers of
product features/functions and their associated product cost. 4) Accuracy essential for Quality of
Market Research assessments 5) Documentation is fundamental to monitoring ongoing user needs
shifts/changes that should trigger PLC actions 6) Provides defined evaluation parameters and
structure needed for ongoing product evaluation.
2 2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein
Marketing Management
Framework
Marketing Product Management Framework
Corporate Policy
Guidelines
Gap / Market
Opportunity
Analysis
Market Segment Selection of Target User Needs &

Analysis Markets Buyer Behaviors
Market Data
Acquisition &
Marketing Strategy Product Strategy
Analysis
Marketing
Objectives Product Concept
Marketing Mix Functional

Product, Price, Specifications
Promotion,
Position
Placement Product
Development Plan
Marketing Program Product

Deployment
Marketing
Development
Target Market
Response
the property of their respective owners. Evaluation &
Control
Marketing Management Framework
Corporate Policy
Guidelines
Gap / Market
Opportunity
Analysis

Market Data
Acquisition & Analysis Marketing Strategy
Marketing
Objectives
Marketing Mix
Placement/
Promotion /
Product /Service Channel Pricing Positioning
Advertising
Distribution
Marketing Program
Target Market
Response
Evaluation &
Control
Market Opportunity Analysis _ Detail
Demand Analysis
Generic Product / Market

Analysis
Channel Analysis Industry Analysis
Specific Product / Market

Analysis
Market Potential Forecast
Market Segmentation
Competitive Analysis Analysis
Detailed Product / Market

Analysis
Market Share and Sales

Forecast
Market Segmentation Target Market Selection
Initial User Needs &
Behavior Analysis
Identify Basis for

Segmenting Markets
Document Customer
Profiles by Segments
Forecast Market Potential

of Segments
Determine Competitive Determine Marketing Mix to

Position within Segments Serve Segments
Forecast Market Share by Estimate Market Service

Segment Costs by Segment
Analyze Potential for

Achieving Corporate
Objectives by Segment
Select Target Market

Segments
Long Range Expansion Portfolio Planning
Corporate
Policy
Guidelines
Existing
Group Existing Existing
Capabilities Product
Objectives & Product Acquisition
Inventory Evaluations
Goals Development Programs
& Forecasts
Gap / Market
Opportunity
Analysis
Preliminary
Group
Expansion
Guidelines
New Product/
Data Product Line
Markets Techno-
Integration Expansion Plans
Economic Analyses
Group
Expansion
Plans
(continued)
Specific Group Expansion Planning
Group
Expansion
Plans
Acquisition New Product New Market Personnel &

Financial Plans
Targets Development Development Facilities
Product Planning
Environmental Competitive User Needs Technology

Analysis Analysis Evaluation Assessment
Corporate Opportunity
Corporate Mission /
Resources & Threat
Objectives Charter
Capabilities Identification
Product Idea Generation

Market Data
Strategy & Collection
Risk Evaluation
Screening
Assessment Criteria
Product Plan
Product Business Plan
Product
Business Plan
Development
Product Business Plan Development
Product Planning
Product Plan

Functional User Needs
Specifications Analysis
Product Program Cost &

Market Analysis
Management Schedule
Product Cost &

Sales Forecast
Availability
Financial
Functional Plans Analysis &
Evaluation
Project
Authorization
User Needs / Marketing
Framework Integration
Impact of User Needs Evaluation

Accuracy on Market / Product Results
and Intersection Points with
Product / Market Planning Process
User Needs Integration Framework
Corporate Policy User Needs
Guidelines
Gap / Market
Opportunity
Analysis

Market Data Marketing Strategy Product Strategy Interpretation of

Acquisition & Analysis
User Needs
Marketing
Product Concept
Objectives
Marketing Mix
Product, Price
Functional Interpretation of
Specifications
Position Placement User Needs
Product Development
Marketing Program Plan
Final Product
Marketing
Development
Product Deployment Features
Target Market Market /User

Response
Feedback
Evaluation & Control

Marketing Management Framework
Corporate Policy User Needs
Guidelines
Gap / Market
Opportunity
Analysis

Market Data
Acquisition & Analysis Marketing Strategy
Marketing
Objectives
Marketing Mix
Placement /
Channel Promotion /
Product /Service Pricing Positioning
Distribution Advertising
Marketing Program
Target Market
Market /User
Response Feedback
Evaluation &
Control
Market Opportunity Analysis
Demand Analysis
Generic Product / Market

Analysis
Channel Analysis Industry Analysis
Specific Product / Market User Needs

Analysis
Market Potential Forecast
Market Segmentation
Competitive Analysis Analysis
Detailed Product / Market

Analysis
User Needs
Market Share and Sales

Forecast
Market Segmentation Target Market Selection
Initial User Needs &
Behavior Analysis
Identify Basis for

Segmenting Markets User Needs
Document Customer
Profiles by Segments
Forecast Market Potential

of Segments
Determine Competitive Determine Marketing Mix to

Position within Segments Serve Segments
Forecast Market Share by Estimate Market Service

Segment Costs by Segment
Analyze Potential for Interpretation

Achieving Corporate
Objectives by Segment from User
Needs
Select Target Market
Segments
Corporate
Policy
Guidelines
Existing
Group Existing Existing
Capabilities Product
Objectives & Product Acquisition
Inventory Evaluations
Goals Development Programs
& Forecasts
Gap Analysis
Market / User
Preliminary Needs
Group
Expansion
Guidelines
New Product/
Data Product Line
Markets Techno-
Integration Expansion Plans
Economic Analyses
Group
Expansion
Plans
(continued)
Specific Group Expansion Planning
Group
Expansion
Plans
Acquisition New Product New Market Personnel &

Financial Plans
Targets Development Development Facilities
Product Planning
Environmental Competitive User Needs Technology

Analysis Analysis Evaluation Assessment
Corporate Opportunity
Corporate Mission /
Resources & Threat
Objectives Charter
Capabilities Identification User Needs
Product Idea Generation

Market Data
Strategy & Collection
Risk Evaluation
Screening
Assessment Criteria
Product Plan
Product
Business Plan
Development
Product Business Plan Development
Product Planning
Product Plan

Functional User Needs
Specifications Analysis
User Needs
Interpretation
of User Needs
Product Program Cost &
Market Analysis
Management Schedule
Product Cost &

Sales Forecast
Availability
Financial
Functional Plans Analysis &
Evaluation
Project
Authorization
Balanced Product Development Process
Balanced 5 Key
Results Elements
Unbalanced Scenarios
Engineering Driven, Budget Driven, Market Driven, Out of Control
Leverage in Product Planning
The Leverage is Product Uniqueness and Fitness
Force Load
ROI
Assumption: New Product Ideas Fit the Users Needs

Fitness for Use
Quality Definition /
PLCOR-DCOR-SCOR
Integration
Incorporating Quality Concepts and
User Needs throughout the Product
Life Cycle Model
Definition of Quality J M Juran
Level 1 Level 2 Level 3
User Needs Major Parameters Component Parameters
Quality of Market Research

PLCOR
Quality of Design
Quality of Concept PLCOR
Quality of Specification
PLCOR DCOR
Technology DCOR SCOR
Quality of Manpower DCOR SCOR

Conformance
Management DCOR SCOR

Fitness for Use
Reliability DCOR SCOR
Availability
Maintainability DCOR SCOR
Logistical Support SCOR
Promptness SCOR
Competence
Field Service SCOR
SCOR
are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are Integrity
User Needs Integration Framework
Corporate Policy
Guidelines
User Needs
Quality of
Gap / Market
Opportunity Market Research
Analysis

Market Data
Acquisition &
Marketing Strategy Product Strategy
Interpretation of
Analysis User Needs
Analysis Quality of
Marketing
Framework - Objectives Product Concept Concept
Definition of
Quality Marketing Mix Functional Interpretation of
Specifications
Product, Price, User Needs
Promotion,
Position Quality of
Placement
Product Specification
Development Plan
Market /User Marketing Program
Final Product
Feedback Product Features
Deployment
Quality of Marketing Quality of

Availability
Development Conformance
Target Market
Quality of Field Response
Service
the property of their respective owners. Evaluation &
Control
Initial User Needs Evaluation
The Important First Step to Quality Results.

_
Exploring Requirements :
Quality BEFORE Design
by Donald C. Gause & Gerald M. Weinberg
Billions of dollars are squandered each year building projects

that dont meet requirements, mostly because the requirements
were never clearly understood.
three critical but neglected human aspects of the

requirements process:
1. Developing a consistent understanding of requirements
among all participants
2. Developing the desire to work as a team on the project
3. Developing the necessary skills and tools for working
effectively as a team to define requirements.
User Needs Evaluation & Research Elements
Postulate Market Segment(s) and User Needs
Establish a User Needs Analysis Program
Validation and Development of Postulated Concepts/Needs
Prospecting for Concepts/Needs
Define Need for Information in Terms of Analytical and Investigative Objectives
Establish Practical Scope and Limitations
Pertinent User Needs Analysis implies/requires:
Integration into Meaningful, Usable Patterns
Development and Objective Testing of Working Hypothesis
Organized, Disciplined Approaches
Parallel Pathing of User Needs and Product Development Cycles
Successes and Failures in Analysis
Primary and Secondary Data Collection
Final End Users and Intermediate Customer Activities, Operations, and Motivations
Existing, New and Emerging Trends in Significant User Groups and Market Segments
Total Economic Situations, Usually at Multiple Level
Defined Research Methodology, Sources, Investigative Techniques and Questions and
Collection Tools
Structure Total Data Collection Plan
Analyze, Quantify Significance of Findings and Finalize Opportunity/Market Model
Interpret Total Findings and Relevance to Needs and Objectives
User Needs Research Plan_ Sample Questions
Usage Needs
How existing product satisfies user needs?
Are Customer Support and Field Service meeting your needs?
What would improve Service response time and effectiveness?
Would any modifications facilitate ease of maintenance?
Has the product availability and uptime met your requirements?
What would improve user productivity?
What would improve consistence and repeatability of user performance?
What are unsatisfied needs?
Competitive differentiators?
Buying behaviors and Decision Process
Who buys product?
Why to they buy?
What do they buy? (performance, features, price)
Why do they buy that one?
How do they use it?
What problems do they have with it?
Who do they buy from? Why?
Who else do they consider?
Why dont they buy from them?
Who dont they consider? Why?
How does price impact your decision? What sustaining costs enter into your decision?
Knowledge sources
Their sources of information?
Use of manuals and support materials?
Ongoing PLC Management
Iterative Process
Controlled Loop Backs
Examples of Monitoring and Control in
the PLCOR processes
Evaluation Process for Existing Products
Determination of
Criteria for
Evaluation
Establish
Product
Evaluation
Procedures
Matching
Criteria with
Performance to
Identify Drop
Candidates
Comprehensive
Continue to Decision to
Analysis of Drop
Market Product Modify Product
Candidates
Planning &
Scheduling
Product
Departure
Marketing Management Control Process
Marketing Program Design
Implementation
Determination of Marketing Strategy Processes to

be Controlled
Determination of Performance Standards
Development of Information Systems to Provide

Results of Marketing Strategy Actions
Evaluation of Strategy Results to Identify

Performance Gaps
Determinations of Needed Modifications in

Marketing Strategy
Alternative Marketing Strategy Positions
New
Venture
Strategy
Growth Strategy
Market Development Strategy
Market Retention Strategy
Balancing
Strategy
Distribution Channel Decision Process
Market Targets & Market Objectives
Marketing Program
Distribution Channel Objectives
Channel Strategy Development
Determine Channel Alternatives

Channel
Modification of Arrangement
Channel or Evaluation & Choice of Channels Revision
Participants
A B
Selection of Channel Participants
Management of Channel Relationships
Appraising Channel Performance
Appendices
Definition of Quality Framework for

Requirements and Data Analysis
Defining Quality Requirements
Overall User Needs _ Value
Price
Delivery Date
Fitness for Use
Price versus
Cost of Usage Over Useful Life
Original Price Paid for Product

Operation Costs e.g. energy, consumable supplies
Maintenance Costs e.g. repair, labor, spare parts
Downtime Relating from Product Failure
Depreciation of the Product value due to wear and obsolescence
Loss on Resale or Trade-in
Definition of Quality J M Juran
Level 1 Level 2 Level 3
User Needs Major Parameters Component Parameters
Quality of Concept
Quality of Design
Technology
Quality of Manpower
Conformance
Management
Fitness for Use

Reliability
Maintainability
Availability
Logistical Support
Promptness
Competence
Field Service
2010 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all other AT&T marks contained herein Integrity
Definitions
Quality of Design
Selection of the level of excellence based on the imbalance
between a high level of human wants and a variable level of human
affluence
Selection of grade or level of quality which relates to level of
fitness for use and a level of affluence

Identification of what constitutes fitness for use to the user
Quality of Concept
Choice of a concept of product or service to be responsive to the
identified needs of the user
Translation of the chosen product concept into a detailed set of
specifications which if faithfully executed will then meet the users
needs
Definitions
Quality of Conformance
Extent to which the product conforms to the design.
Alternatively quality of manufacture or quality of product
Inherent Judgment of Fitness for Use Acceptance involves
determination of product conformance to specifications that
substitute for product supposed to do knowledge related to
fitness for use.
Production processes commonly utilize process specifications and
criteria as means of maintaining conformance to product
specifications
Technology
Manpower
Management
Definitions
Availability
Continuity of Service
Time related and measured by the extent to which the user can
secure service when he wants it.
Operational readiness or Uptime
Reliability
Freedom from failure, operational reliability
Probability of a product performing without failure a specified
function under given conditions for a specified period of time.
Maintainability
Serviceability, Repairability,
MTTB, Probability of restoring service in specified time period, Mean
Time for Scheduled Maintenance
Logistical Support
41 Availability of spare parts, Timeliness of delivery
Definitions
Field Service
Users ability to secure continuity of service
Promptness
Response time to service calls, Availability of spare parts, Totsl time
to restore, contractual commitments
Competence
Service force competence to diagnose and remedy failures
Technological capabilities for diagnosis and
management/supervising outside operations
Training and performance monitoring
Integrity
Includes after sale service aspects of customer service and direct
user interface.

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User Needs Integration

Market Segment Selection of Target User Needs &

Marketing Mix Functional

Marketing Program Product

Market Segment Selection of Target User Needs &

Generic Product / Market

Channel Analysis Industry Analysis

Specific Product / Market

Market Potential Forecast

Detailed Product / Market

Market Share and Sales

Identify Basis for

Forecast Market Potential

Determine Competitive Determine Marketing Mix to

Forecast Market Share by Estimate Market Service

Analyze Potential for

Select Target Market

Acquisition New Product New Market Personnel &

Environmental Competitive User Needs Technology

Product Idea Generation

Product Business Plan

Product Business Plan

Product Program Cost &

Product Cost &

Impact of User Needs Evaluation

Market Segment Selection of Target User Needs &

Market Data Marketing Strategy Product Strategy Interpretation of

Target Market Market /User

Evaluation & Control

Market Segment Selection of Target User Needs &

Generic Product / Market

Channel Analysis Industry Analysis

Specific Product / Market User Needs

Market Potential Forecast

Detailed Product / Market

Market Share and Sales

Identify Basis for

Forecast Market Potential

Determine Competitive Determine Marketing Mix to

Forecast Market Share by Estimate Market Service

Analyze Potential for Interpretation

Acquisition New Product New Market Personnel &

Environmental Competitive User Needs Technology

Product Idea Generation

Product Business Plan

Product Business Plan

Product Cost &

Assumption: New Product Ideas Fit the Users Needs

Quality of Market Research

Technology DCOR SCOR

Quality of Manpower DCOR SCOR

Management DCOR SCOR

Logistical Support SCOR

Market Segment Selection of Target User Needs &

Quality of Marketing Quality of

The Important First Step to Quality Results.

Billions of dollars are squandered each year building projects

three critical but neglected human aspects of the

Marketing Program Design

Determination of Marketing Strategy Processes to

Determination of Performance Standards

Development of Information Systems to Provide

Evaluation of Strategy Results to Identify