MKT 309 summer research

Got three questions today from summer 309 students so thought some might come through via chat too. Details below. http://uncg.libguides.com/mkt309 is updated for this assignment; I'll continue to tweak it as I learn more about what innovations the student teams are pursuing.  Thank you!  --Steve

MKT 309, SUMMER 2020

CONSUMER PRODUCT INNOVATION

PROJECT DESCRIPTION

In this MKT309 innovation project, student teams will develop a novel and effective consumer product innovation to help prevent the spread of the COVID-19 in social or person-to-person interactions, where an increase in sanitation supports public health.  The innovation is to be an original product (not already invented) for personal use in a physical space where human interactions take place, such as home, work, school, parks, theaters, stores, etc.  The proposed innovative solution is not to be a slight variation of a current product, such as an improved face mask; instead it is to be a novel product that is appealing, easy to use, and reasonable in price.

To illustrate selecting a consumer product need, consider the public health need for doorknobs that germs cannot attach to.  Wouldn’t it be smart to offer the consumer an opportunity to have self-sanitizing doorknobs?  Perhaps a home or commercial builder might like purchasing them for the buildings they construct and sell. And, brainstorming one step further, might a sanitizable latch on bathroom stall doors be a needed innovation that users would value?

To help inspire you, take a look at the articles below:

·         Coronavirus:  The new inventions inspired by a pandemic

·         Mother of invention:  the new gadgets dreamt up to fight coronavirus

Process Overview

The project involves conducting secondary and primary research, using the design thinking problem-solving approach, and communicating findings and results in written and digital video presentation forms. The process is as follows:

1.     Teams begin by identifying a social physical space where consumers have a personal public health protection need, such as a kitchen, bathroom, office, gym…

2.     Conduct both secondary and primary research.

·         Perform secondary research using the UNCG databases, Google Scholar, and other credible current event periodicals, such as the Wall Street Journal, CNN, and more.

·         Perform primary research as limited by our social distancing requirements.  Conduct phone and digital interviews and online surveys.  Teams are to reach out to possible consumers of the innovation who may offer insight on the design, production, marketability, or sell-ability.

3.     After the team’s proposed prototype is seemingly complete, obtain feedback from consumers, experts and business professionals to improve the design, again following social distancing guidelines.

Student Team Deliverables

The assignments on the project are to produce a final team innovative prototype, final report and final digital video presentation. Teams will direct these assignments to either a specific business and executive who may be interested in the innovation or a general business audience that would be interested.

Student teams may opt to send the innovation report, prototypes, and/or video presentation to a specific business (maintaining social distancing requirements).  In doing so, please inform your instructor.  Perhaps the organization will want to set up a virtual or phone meeting with you to discuss it further, building your business network or leading to a job, internship, or partnership. This step is completely voluntary and decided by the student teams. 

Professor Nakata added:

Thanks for working on this. I would say that the business information is as critical. Initially students will need to understand the nature of COVID and its contamination behaviors, which seems to be evolving as scientists learn more about it day by day. Things like how long it lasts, how it is carried, on what kinds of materials it stays for what duration, its seasonality and of course any effective counters to its living and breeding, e.g. alcohol, soap. Students will also want to get up to speed about current methods being used to reduce infection in public and private spaces (masks, social distancing etc.).

Once they have a handle on that they should identify a space (I mean literally a physical space) they occupy or frequent where they think a new product is needed to reduce the likelihood of infection. Places include home, work, study, recreation, stores. They would drill down a bit deeper and identify within that space, a possible product need. To do so they explore the market and business data. If for example they decide on "home" and within home the "kitchen" they would be aided by market data on consumption practices or behaviors in the kitchen. What do individuals do in the kitchen? How do they interact with others in that space? W they be bringing possibly infections into the kitchen (say from grocery bags and food items)? What equipment or surfaces in the kitchen are more often used and thus more likely to be at risk for contamination? Who in the kitchen uses what and with what frequency? This is more consumer habits and practices data if available. They may also research firms that specialize in kitchen tools, equipment to see how new products are invented, including possibly new technologies that may be of use (e.g. artificial intelligence, smart appliances, heat resistant materials). This phase of research is very dependent on the student team's focal interest. They cannot of course invent a product that already exists (and may not be marketed yet), so they would need to do secondary research to ensure that that is the case. It has to be an original new product, hopefully novel, effective, and practical.

Please note too that this is a new consumer, not business, product. So while a business could manufacture and sell the product idea they come up with, their research will aid them to create a new product that consumers would buy and use rather than businesses buy and use.