ODI Quantitative Research
In any given market there are 50 to 150 metrics that people use to describe the effective execution of the job-to-be-done. In addition, there may be 20 to 50 related jobs and 10 to 20 emotional jobs the customer would like to get done as well. The question is: Which of these 80 to 220 needs represent the best opportunities for growth?
Strategyn has developed and refined powerful quantitative research methods over the past 20 years to answer this and other questions related to finding and prioritizing opportunities for growth. These methods are optimized to ensure that the required data is collected in the least time-consuming and most cost-effective manner. The research sample is designed to ensure that a statistically valid sample of the customer population is interviewed and that the results of the survey are projectable to the target population.
Companies working with Strategyn conduct ODI Quantitative Research to:
- Determine which needs are unmet (under-served) and the degree to which they are unmet
- Determine which needs are over-served
- Obtain the data needed to conduct competitive analysis and market sizing exercises
- Obtain the data needed to perform market segmentation analysis and emotion / function correlation analysis
In order to understand which unmet needs represent the best growth opportunities, Strategyn devised a simple mathematical formula called the "opportunity algorithm." Using this formula, the needs that are most important and least satisfied receive the highest priority.
In addition, the opportunity algorithm has been useful for market segmentation, giving companies the ability to uncover segments of opportunity – that is, segments of a population that have different unmet needs. Our opportunity-based market segmentation methodology has been particularly useful when looking for opportunities for growth in mature or commodity-like markets.
Strategyn’s ODI Quantitative Research methods are designed to obtain the data needed to effectively execute the Outcome-Driven Innovation process. As your partner in innovation, we will manage this entire effort for you.