This week, for you we present a model in which both market research and concrete realisation are integrated in one single scheme. The advantage: The whole market research concept is combined in one table. The modell is based on the Japanese approach of the House of Quality. It is hypothetically expandable ad nauseam. The author calls it ISM-Model (Implementation Support Model).

Important characteristics (e.g. the scale from 1 to 10) and the customers’ assessments (scale from 1 to 5) are customer survey’s results. Above you can see concrete ideas for measures collected in workshops. Positive correlations between important characteristics and concrete measures are ticked, negative correlations are marked with a cross. In internal workshops the members elaborate how easy of difficult the realistion will be (scale from 1 to 10) and which costs are to be expected. Finally, the decision has to be taken which measures are to be realised and which are not. Competencies and a deadline are determined. Also the following steps can be inscribed.

Source: http://www.markt-studie.de/studien/mafoergebniss.php
Author: Mag Holger Sicking