Browsing by Author "Kalita, Pratul Ch."

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    Marketing-Research-finding sensitive Visualisation(MRFSV) Method for product design with special Reference to domestic dishwashing in indian context
    (2012) Kalita, Pratul Ch.
    Marketing Research is always a debatable topic. Serious questions are raised about the relevance of marketing research in successful introduction of products and services in the society. It has been observed several times that, marketing research studies may also lead to wrong decisions. In the context of product design, the failure may also occur due to ineffective communication of marketing research findings to the designers. In order to validate the idea that Marketing Research needs to consider actual user behaviour, and integrate the same with marketing research for ideation of design solution, a case study of Ddomestic dishwashing in Indian contextD has been considered. Dishwashing behaviour largely depends on food habit, type of cookware and utensils etc. Therefore a study was conducted to understand the consumer behaviour related to cookware, crockery and utensils in Indian context. Another study was conducted also to understand the consumer behaviour related to dishwashing in Indian context. The marketing research findings of the aforesaid consumer behaviour studies were communicated to the designers in conventional way. The design ideas generated through this conventional sharing of marketing research findings were evaluated using idea screening matrix and a focus group. The total score of the design ideas in idea screening matrix in this case was found to be low. A new method termed DMarketing-Research-Finding Sensitive Visualisation (MRFSV)D was evolved to communicate the marketing research findings to the designers. Marketing research findings were further transformed with MRFSV method for ideation. The ideas generated from this process were evaluated with idea screening matrix and the same focus group. The comparative analysis of the design ideas generated with conventional sharing of marketing research findings and the design ideas generated after application of the MRFSV method was conducted. A very high significant improvement was observed in the scores of design ideas generated after application of MRFSV method. The study reveals that conventional sharing of consumer behavior to the designers may move away the designers from the design objective. The MRFSV method helps the designers in defining design problem. This method helps in establishing a direct relationship of defined design problem to designerDs design solution. The synthesis of all the ideas generated through MRFSV yields wonderful design ideas..