In the ever-evolving landscape of product design, staying ahead of consumer demands and market trends is critical. Traditional qualitative research methods, while insightful, often fall short in providing the precise, actionable guidance that design and R&D teams need to create superior products. Moreover, clients often face challenges in aligning their teams – whether technical R&D, marketing, or service teams – toward a unified vision. Misalignment and vague feedback can hinder the innovation process and lead to inefficient product development cycles.
This article addresses these problems by introducing attribute mapping – a technique that transforms vague consumer feedback into concrete design ideas. By providing clear, actionable insights, attribute mapping ensures that teams can work cohesively and efficiently to create products that not only meet but exceed market expectations.
The challenge of traditional qualitative research
Traditional qualitative research often leaves designers with feedback that is too general to be useful. Consumers might describe a product as “nice” or suggest that it be made “easier to use,” but these insights lack the specificity needed to drive innovation. When designing for future superiority, teams need clear, actionable parameters to guide their work.
What is attribute mapping?
Attribute mapping addresses this gap by translating consumer preferences and subconscious responses into specific design attributes. This method provides a structured approach to understanding the various elements that make up a product, from its physical design to sensory characteristics, and how these elements can be optimised for future success.
Applying attribute mapping in practice
Consider a global R&D team working on the next generation of laundry products. Their challenge is to look beyond current market superiority and design for the next five years. Attribute mapping helps them achieve this by:
Defining design parameters
Teams identify all possible design elements of a product—shape, size, material, colour, viscosity, etc. — and determine their relative importance. This ensures that every design decision is guided by a clear understanding of what will resonate with consumers.
Exploring beyond competitors
Instead of merely aiming to outperform current competitors, attribute mapping encourages looking at stimuli both inside and outside the category. This might include studying packaging and product designs from unrelated industries that embody similar benefits, such as care or sustainability.
Mapping attributes to concepts
By engaging consumers in mapping exercises, teams gather instinctive and reasoned responses to various stimuli. This helps in understanding not just what consumers prefer now, but what they might prefer in the future. For instance, in designing a premium, sustainable laundry detergent, understanding the shapes, colours, and materials that communicate these values is crucial.
Key components of attribute mapping
Pack structure
Decisions around shape, size, material, and texture.
Pack design
Front and back graphics, claims, colours, and branding elements.
Product sensorial
The sensory experience of the product, including smell, colour, and viscosity.
Creating a future-focused design mindset
To design effectively for the future, it’s essential to engage consumers in thinking beyond their immediate needs. Techniques such as building digital mood boards or envisioning products ten years into the future can help shift their mindset. This forward-thinking approach is critical in ensuring that the designs are not only relevant today but also adaptable to future trends.
Practical considerations for attribute mapping
Conducting attribute mapping requires careful planning and execution:
De-branding stimulus
Ensure that the stimuli used in mapping exercises are stripped of any brand-specific elements to focus purely on design attributes.
Logistical management
Given the complexity of the setup, it is beneficial to conduct these sessions in-house if possible. Multiple sets of stimuli should be prepared in advance to streamline the process.
The impact of attribute mapping
For companies that have adopted attribute mapping, the results have been transformative. This technique significantly shortens the product development lifecycle by providing a clear set of rules and priorities for design teams. It creates a comprehensive map that can be referred to throughout the development process, ensuring that every new product aligns with the strategic vision and consumer expectations.
Attribute mapping is not just a tool but a strategic approach to product design that bridges the gap between consumer insights and actionable design parameters. By adopting this innovative technique, companies can ensure that their products are not only competitive today but also poised for success in the future.
If you are interested in learning more and exploring this methodology further to provide invaluable insights and a competitive edge in the market, please don’t hesitate to contact Elspeth Bradley, Insight Director, by email: [email protected].
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