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Tutorial II

Tutorial II. Using Analysis Tools to Design R&D Projects. Semantic Scales. Multi-Dimensional Study. Defining a Sonite R&D Project. The “Semantic Scales” Product Design tool tracks the evolution of ideal points and uses regressions to predict future expectations.

flynn-sweeney
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Tutorial II

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  1. Tutorial II Using Analysis Tools to Design R&D Projects

  2. Semantic Scales Multi-Dimensional Study Defining a Sonite R&D Project

  3. The “Semantic Scales” Product Design tool tracks the evolution of ideal points and uses regressions to predict future expectations Actual evolution of ideal points Regression Statistics Predicted evolution of ideal points

  4. The “Semantic Scales” tool uses regressions to translate values in the 1-7 scale into physical attributes in Kg, Dm3, KHz, ... Semantic Scale values = 1 to 7 In BLUE, the “actual” curve In RED, the linear best fit Physical attributes values in Kg, KHz, Dm3, ...

  5. Regressions can be used to estimate the “Ideal Attributes” • Beware !!! This chart gives ideal attributes in Kg, Dm3, KHz, W, … for the current period Ideal Physical Attributes in Kg, KHz, Dm3, … for the current period

  6. Repositioning an existing Sonite brand in 5 steps using the “Semantic Scales” tool 1. Choose the brand to reposition 2. Its current attributes are shown here 3. Assess the tool accuracy by comparing its perceived position (as given by the study) with the one calculated by regression 4. Input future ideal positions, as given by regressions 5. Click on “Estimate” to get future brand attributes

  7. Semantic Scales Defining a Sonite R&D Project Multi-Dimensional Study

  8. The “MDS” tool tracks the evolution of ideal points and uses regressions to predict future expectations Actual evolution of ideal points Regression Statistics Predicted evolution of ideal points

  9. The “MDS” tool uses regressions to translate values in the -20 to +20 scale into actual physical attributes in Kg, Dm3, KHz, ... MDS Scale values = -20 to +20 In BLUE, the “actual” curve In RED, the linear best fit Physical attributes values in Kg, KHz, Dm3, ...

  10. If the fit is not good, it means that the relationship between the attribute and the MDS dimension is weak

  11. A chart summarizes the regression statistics The weak relationships appear in RED The strong relationships appear in GREEN

  12. Repositioning an existing Sonite brand in 5 steps using the “MDS” tool 1. Choose the brand to reposition 2. Its current attributes are shown here 3. Choose the attributes that you are willing to adjust through R&D. The other ones will remain unchanged 4. Input future ideal positions, as given by regressions 5. Click on “Optimize” to get future brand attributes, in RED above

  13. On your marks. Get set. Go! • Respect the deadline Good luck!

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