Anthony W. Ulwick

DISCOVER HIDDEN OPPORTUNITIES FOR GROWTH

In the fourth phase of an ODI engagement, the ODI
practitioner must use the quantitative data that was collected in the previous phase to conduct Outcome-Based Segmentation analysis, competitive analysis and other analyses as required. The goal of this phase is to (i) run the analyses that are needed to address the key questions detailed in the scope of the project, and (ii) create the research deliverable.

The research deliverable explains what outcome-based segments were discovered, offers a description of each segment, reveals what hidden opportunities were discovered, and provides the information that is needed to formulate the market and product strategy.

The 10 steps that the ODI Practitioner must take to effectively execute the forth phase of a project are as follows:

52. 
    Weight the quantitative data.
    
53. 
    Create Outcome-Based Segmentation models.
    
54. 
    Determine which segmentation model to use.
    
55. 
    Conduct the analyses needed for segment profiling.
    
56. 
    Determine what variables underlie the segmentation model (complexity factors).
    
57. 
    Create a data-driven profile/description for each segment.
    
58. 
    Determine what outcomes are underserved/overserved in each segment.
    
59. 
    Determine the strengths and weaknesses of competitors in each segment.
    
60. 
    Identify which outcomes are most influential in the customer’s willingness-to-pay in each segment.
    
61. 
    Complete commonly requested data analyses.
    
62. 
    Create the opportunity discovery deliverable.
    

In this phase of the project the ODI practitioner is a project manager, a quantitative market research practitioner, a data analyst, and a strategist.

5.