Abstract

Technology development is routinely seen as the solution to stay relevant, however, many organizations are unsure of exactly how to capitalize on such technology. This paper builds on current traditional market research (TMR) with deep customer insights (DCI) theory to understand how the development of a new technological solution can be supported by TMR and DCI methods. An empirical case study of an international firm developing a new product to utilize the internet of things (IoT) is investigated. This research reports on a 13 stage method, including industry and company business model analysis, mobile application analysis, cross-national company and customer interviews, co-design, and testing of prototypes methods. The results demonstrate how DCI methods enable an understanding of the opportunity a technological intervention provides, not just simply implementing it as a solution to a problem. In addition, it contributes to the emerging field of DCI methodologies by providing a practical examination of their use in the field. The paper illustrates the successful implementation of DCI methods as data collection to provide a novel approach to connect with customers to develop IoT products and services applicable to all cross-national organizations.

摘要

通常，技术开发被视为保持相关性的解决方案，但是，许多组织不确定确切如何利用此类技术。本文以当前的传统市场研究（TMR）和深入的客户洞察力（DCI）理论为基础，以了解TMR和DCI方法如何支持新技术解决方案的开发。研究了一家国际公司开发新产品以利用物联网（IoT）的经验案例研究。这项研究报告涉及13个阶段的方法，包括行业和公司业务模型分析，移动应用程序分析，跨国公司和客户访谈，共同设计以及原型方法测试。结果表明，DCI方法如何使人们理解技术干预所提供的机会，不只是将其实现为解决问题的方法。此外，它通过对DCI方法论在该领域的使用进行实际检查，为新兴的DCI方法论做出了贡献。本文说明了DCI方法作为数据收集的成功实施，从而提供了一种新颖的方法来与客户联系以开发适用于所有跨国组织的IoT产品和服务。