Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

Resources: Reduce resources required for the use of the product

Energy: Reduce the energy the customer uses with the product

A. Effort – Reduce the physical constraints on the customer

Warnings and advice

No. SIC Year Note
1 0 2004 Breakthrough innovation typically focuses on solving problems that customers can barely articulate. Unfortunately, traditional market research seldom reveals perennially unmet needs nor does it lay bare long accepted vexations. What is required instead is an empathetic, first person understanding of what it feels like to be a customer, coupled with a willingness to search for eye opening analogies from other industries.
2 1389 1989 Natural gas can be an attractive substitute for oil & coal in many uses because it is less polluting, but it is expensive to transport across oceans & doesn't have the benefit of oil's established logistics system.
3 2047 2004 Procter and Gamble's chief marketing officer has cut their reliance on focus groups which is the conventional method for studying consumers. Today's opportunities lie in meeting needs that consumers may not articulate. The chief marketing officer has encouraged marketers to spend lots of time with consumers in their homes watching the ways they wash their clothes, clean their floors, diaper their babies, and asking them about their habits and frustrations. P&G's CEO views the brands not as scientists but as consumers. The president of P&G's baby care division opened a diaper testing center where mom's could watch their toddlers get undressed, diapered, and measured in every way by P&G technicians. The lab experience taught P&G that parents are frustrated with how long it takes to toilet train their toddlers, so this fall P&G is launching a new line called Pampers Feel 'n Learn Advanced Trainers. They are designed to stay wet for two minutes thus encouraging toddlers to try and tinkle in the toilet.
4 3577 2002 Microsoft's experience is typical of how Wi-Fi profoundly alters the dynamics of the workplace. For starters, meetings can be held anywhere–in a break room, the cafeteria, or even outside.

<< Return to Use Steps