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You're making strategic decisions in Product R&D. How do you know if you're considering the right factors?

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Making strategic decisions in product research and development (R&D) can be challenging and complex. You need to balance various factors, such as customer needs, market trends, technological innovations, competitive threats, and resource constraints. How do you know if you're considering the right factors? Here are some tips to help you make better strategic decisions in product R&D.

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1 Define your objectives

Before you start making any decisions, you need to have a clear idea of what you want to achieve with your product R&D. What are your goals, vision, and mission? How do they align with your overall business strategy and values? What are the key performance indicators (KPIs) that measure your success? Having a well-defined set of objectives will help you focus your efforts and prioritize your actions.

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Marco Antonio Campos Marconato

Desenvolvimento de produtos | Engenharia | Projetos | Black Belt Six Sigma | Inova??o
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Como analista no mercado de ilumina??o LED, nossa empresa tinha uma clara vis?o de ser líder na oferta de solu??es de ilumina??o eficientes e sustentáveis para clientes em todo o mundo. Nossos objetivos eram reduzir o consumo de energia, oferecer produtos de alta qualidade e inovar constantemente para atender às necessidades do mercado. Alinhávamos nossas decis?es estratégicas com esses objetivos, investindo em pesquisa para desenvolver tecnologias LED mais eficientes e duráveis. Nossos principais indicadores de desempenho incluíam a satisfa??o do cliente, a eficiência energética dos nossos produtos e a participa??o de mercado. Isso nos permitiu priorizar projetos que impulsionassem esses KPIs.

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2 Understand your customers

Your product R&D should be driven by the needs and preferences of your customers. You need to understand who they are, what they want, how they use your product, and what problems they face. You can use various methods to gather customer insights, such as surveys, interviews, feedback, analytics, and user testing. You should also segment your customers into different groups based on their characteristics, behaviors, and goals. This will help you tailor your product R&D to different customer segments and create more value for them.

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Sarala P.

Founder | Ed-Tech Startups | Health and Human Services | Patient Experience | Health Analytics and BI | Digital Transformation | Cloud Migration & App. Modernization | Operating Model Transformation | Product Management
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While segmenting customers, you may want to define and differentiate between prospective (future) customer, and immediate customers based on the immediate value that they get from your product. This way, you can focus on the needs of the immediate customers, but continue to engage with future customers. This may also help to understand the ecosystem and provide avenues for pivoting, if it comes to that after the R&D.

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Marco Antonio Campos Marconato

Desenvolvimento de produtos | Engenharia | Projetos | Black Belt Six Sigma | Inova??o
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Como analista no mercado de energia solar, dedicamos tempo significativo para entender as necessidades e preferências dos nossos clientes. Realizamos pesquisas de mercado para compreender seus padr?es de consumo de energia, preocupa??es ambientais e expectativas em rela??o aos sistemas solares. Além disso, conduzimos testes de usuários para obter insights mais detalhados sobre como as pessoas usam a energia solar em suas residências e empresas. Com base nesses insights, segmentamos nossos clientes em grupos com base em fatores como localiza??o, tamanho da propriedade e perfil de consumo. Isso nos permitiu adaptar nossos produtos e servi?os para atender às necessidades específicas de cada segmento, criando assim mais valor para os clientes.

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3 Scan your environment

Your product R&D should also be responsive to the changes and opportunities in your external environment. You need to scan your industry, market, competitors, and technology to identify the trends, threats, and gaps that affect your product R&D. You can use tools such as PESTEL analysis, SWOT analysis, Porter's five forces analysis, and benchmarking to assess your environment. You should also monitor your environment regularly and update your product R&D accordingly.

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Marco Antonio Campos Marconato

Desenvolvimento de produtos | Engenharia | Projetos | Black Belt Six Sigma | Inova??o
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No mercado de ilumina??o LED, estarmos atentos às mudan?as e oportunidades no ambiente externo foi fundamental. Realizamos análises frequentes do setor, observando tendências de regulamenta??o energética, avan?os tecnológicos e movimentos dos concorrentes. Utilizamos ferramentas como análise SWOT e análise das cinco for?as de Porter para identificar nossas vantagens competitivas e áreas de melhoria. Por exemplo, ao percebermos uma crescente demanda por solu??es de ilumina??o inteligente, investimos em pesquisa para desenvolver produtos que se integrassem a sistemas de automa??o residencial. Esse foco em monitorar e responder ao ambiente externo nos permitiu permanecer ágeis e competitivos no mercado de ilumina??o LED.

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4 Generate and evaluate alternatives

Your product R&D should be based on creative and feasible solutions that address your objectives and customer needs. You need to generate and evaluate multiple alternatives before making any decisions. You can use techniques such as brainstorming, prototyping, testing, and scoring to generate and evaluate alternatives. You should also involve your stakeholders, such as customers, employees, partners, and suppliers, in the process and seek their feedback and input.

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Marco Antonio Campos Marconato

Desenvolvimento de produtos | Engenharia | Projetos | Black Belt Six Sigma | Inova??o
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Como analista no mercado de ilumina??o LED, adotamos uma abordagem de pesquisa e desenvolvimento baseada em solu??es criativas e viáveis. Realizamos sess?es de brainstorming com nossa equipe para gerar uma variedade de ideias inovadoras para novos produtos e melhorias em produtos existentes. Durante esse processo, envolvemos ativamente nossos clientes, funcionários e parceiros, solicitando feedback sobre os protótipos e incorporando suas contribui??es às itera??es subsequentes. Esse envolvimento das partes interessadas nos permitiu desenvolver produtos que verdadeiramente atendiam às necessidades e expectativas do mercado, impulsionando assim o sucesso de nossos negócios no mercado de ilumina??o LED.

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5 Implement and review decisions

Your product R&D should be implemented and reviewed effectively and efficiently. You need to have a clear plan of action that specifies the tasks, responsibilities, resources, timelines, and risks involved in your product R&D. You should also communicate your decisions and plan to your stakeholders and ensure their alignment and commitment. You should also review your decisions and plan regularly and measure your results against your objectives and KPIs. You should also learn from your successes and failures and make adjustments as needed.

Making strategic decisions in product R&D is not a one-time event, but a continuous cycle of learning and improvement. By considering the right factors, you can make better strategic decisions in product R&D and create more value for your customers and business.

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Marco Antonio Campos Marconato

Desenvolvimento de produtos | Engenharia | Projetos | Black Belt Six Sigma | Inova??o
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No mercado de energia solar, implementamos e revisamos continuamente nossos processos de pesquisa e desenvolvimento para garantir eficácia e eficiência. Desenvolvemos planos de a??o detalhados que delineavam claramente as tarefas, responsabilidades e recursos necessários para cada projeto. Além disso, mantivemos uma comunica??o aberta e transparente com todas as partes interessadas, incluindo clientes, parceiros e equipe interna. Regularmente revisávamos nossas decis?es e planos, medindo os resultados em rela??o aos nossos KPIs, como a eficiência energética dos sistemas solares e a satisfa??o do cliente. Aprendemos com nossos sucessos e fracassos, ajustando nossa abordagem conforme necessário para impulsionar o progresso e a inova??o.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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You're making strategic decisions in Product R&D. How do you know if you're considering the right factors?

1

2

3

4

5

6

1 Define your objectives

2 Understand your customers

3 Scan your environment

4 Generate and evaluate alternatives

5 Implement and review decisions

6 Here’s what else to consider

Product R&D

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You're making strategic decisions in Product R&D. How do you know if you're considering the right factors?

1

2

3

4

5

6

1 Define your objectives

2 Understand your customers

3 Scan your environment

4 Generate and evaluate alternatives

5 Implement and review decisions

6 Here’s what else to consider

Product R&D

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感谢您的反馈

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