VOC Marketing Management - Cognition Cockpit

Copyright © 2010 Cognition Corporation - http://www.cognition.us

Bottom Line

Your interviews are your investment Clear, weighted, market requirements are your return

Getting there: Preparing Interview Guides Conducting them Managing the responses Ingesting the results Consolidating the opinions Getting to clear statements of Need Assessing, voting and Ranking them…

IT’S ALL A BIT TRICKY and TIME CONSUMING


Bottom Line

Does it really have to be this hard?


Bottom Line

Cognition is well respected in Industry for its Requirements Definition capability


Cockpit Guides You Through Your Interview Process

Use one of many Cockpit templates to guide you through

Interview Guide creation and

response processing.

Use one of many Cockpit templates to guide you through

Interview Guide creation and

response processing.


Interview Guide Preparation

Step by step instructions in

the template will lead you through

the process.

Step by step instructions in

the template will lead you through

the process.


Click on the link and MS Word is loaded so you can write your interview topics

and questions.

Click on the link and MS Word is loaded so you can write your interview topics

and questions.

Interview Guide Preparation


We’ve met with two customers so far.

Now we’re importing the third interview results.

We’ve met with two customers so far.

Now we’re importing the third interview results.

Importing Results


Summarizing Results

The Cockpit organizes the results automatically. Here are the customer

responses grouped by question.

The Cockpit organizes the results automatically. Here are the customer

responses grouped by question.


Looking for Trends

Slice and dice the results by geography,

etc. Cockpit has a built in DataCube tool for exploring results.

Slice and dice the results by geography,

etc. Cockpit has a built in DataCube tool for exploring results.


Affinity Grouping

Step 5. Consolidate customer inputs.For this, you can

use any technique you like. We have a

built in “affinity grouping” tool.

Step 5. Consolidate customer inputs.For this, you can

use any technique you like. We have a

built in “affinity grouping” tool.


Electronic Sticky Notes

The affinity grouping tool is an electronic rendition of Sticky

Notes. The Cockpit creates them, and your

team drags them around into groups.

The affinity grouping tool is an electronic rendition of Sticky

Notes. The Cockpit creates them, and your

team drags them around into groups.

Interview results on the right get grouped into summary

groups on the left.

Interview results on the right get grouped into summary

groups on the left.


Consolidated Market Statements

After learning all you can from the

interview results, your key findings and bottom line

market “statements” are documented

automatically.

After learning all you can from the

interview results, your key findings and bottom line

market “statements” are documented

automatically.


Bottom Line VOC that will Guide Development

Getting a return on your investment. Using another Cockpit template (or your

own), those market discoveries are translated into bottom line VOC that you

will use to communicate with Engineering.

Getting a return on your investment. Using another Cockpit template (or your

own), those market discoveries are translated into bottom line VOC that you

will use to communicate with Engineering.


Prioritized and Ranked – Driven by the Data

Ranking the VOC is a big part of your

communication with Engineering. Step 3

of this template offers a voting

technique to do this efficiently.

Ranking the VOC is a big part of your

communication with Engineering. Step 3

of this template offers a voting

technique to do this efficiently.


Deliverable done with Traceability Going Forward

The result of your all your work and voting is complete and fully documented. Export to MS Word with one

click if needed.

The result of your all your work and voting is complete and fully documented. Export to MS Word with one

click if needed.


Cockpit - a unified model for product development

Need Cockpit Others

VOC Management X

Requirements Management X X

Test Management (V&V) X

Critical Parameter Mgt X

Risk Management X

Functions cannot be isolated;department tools cannot be isolated;

and your requirements cannot be isolated.

The Cockpit is the one system thatbrings them all together—satisfying the needs of

your hardware, software and process development groups.

In the end…In the end…

Where, ease of use and ease of deployment are key:• One environment• One database• One interface• One price• One installation• One partner

Where, ease of use and ease of deployment are key:• One environment• One database• One interface• One price• One installation• One partner


Companies need a Single Unified Model that handles all of it – a system for capturing, tracing, and managing all the product development data of their world.

Companies need a Single Unified Model that handles all of it – a system for capturing, tracing, and managing all the product development data of their world.

Our conclusion

Single Unified ModelSingle Unified Model

Where the “lines” are even more important than the “circles.”Where the “lines” are even more important than the “circles.”


DevelopmentProject

Marketing

SystemsEngineering

SubjectMatterExperts Design

Standards/Regulations

Quality

SupplyChain

MFG

Risk

FinanceUsers



RIGHT PRODUCT

QUALITY/PERFORMANCE

TIME TO MARKET

COMPLIANCE

We address:

With the Unified Model, where: Everything is connected

Everything is indexed

Everything is templated



The Cockpit is the go-to place for product development

A major competitive advantage.A major competitive advantage.



Start with a pilot.

Your users will embrace it like nothing you’ve seen before.

Cognition Corporation213 Burlington Road, Suite 109

Bedford, MA 01730http://www.cognition.us

[email protected] x241

VOC Marketing Management - Cognition Cockpit

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