Anthony W. Ulwick

GATHER QUANTITATIVE DATA

In the third phase of an ODI engagement, the ODI practitioner must create, test, deploy and manage a survey that is fielded to a statistically valid sample of the customer population.

The goal in this phase of the engagement is to gather the data that is needed to (i) conduct outcome-based segmentation analysis, (ii) conduct competitive analysis, (iii) determine what customer needs and under-and overserved,

(iv) determine the degree to which a need is under-and
overserved, and (v) inform dozens of other downstream decisions that must be made to formulate the market and product strategy.

The 18 steps that the ODI Practitioner must take to effectively execute the third phase of a project are as follows:

34. 
    Determine the unit of analysis for the quantitative survey.
    
35. 
    Design the sample plan.
    
36. 
    Determine how to weight the data.
    
37. 
    Define any unique data analyses that are required.
    
38. 
    Construct the screening questions for the quantitative survey.
    
39. 
    Construct the profiling questions for the quantitative survey.
    
40. 
    Construct the willingness-to-pay questions for the quantitative survey.
    
41. 
    Format the outcome questions in the survey instrument for optimal results.
    
42. 
    Gain the project team’s agreement on the survey (instrument and questionnaire).
    
43. 
    Select a vendor for data collection.
    
44. 
    Translate the completed survey into required languages.
    
45. 
    Program the survey for fielding.
    
46. 
    Pilot/test the survey for fielding.
    
47. 
    Field the survey.
    
48. 
    Monitor the survey progress.
    
49. 
    Prepare analytical tools for data analysis.
    
50. 
    Receive the data from the data collection vendor.
    
51. 
    Verify the data is valid (clean the data).
    

In this phase of the project the ODI practitioner is a project manager, a quantitative market research practitioner, and a third-party research manager.

4.