Opportunity Analysis
Opportunity Analysis identifies valuable solutions by capturing the desired outcomes of end-users.
It’s not about what features users SAY they want. It’s what results they want to achieve by using a product, service, or brand.
How It Works
We use the Opportunity Analysis Framework to design questions that will get at underlying motivations and uncover the value in using a product, service, or brand. We also seek to discover common (and often unarticulated) frustrations, assumptions and barriers to use.
Discussions are structured to eventually establish how to satisfy outcomes. We use Opportunity Analysis as a framework for translating desired outcomes into functionality, as well as establish metrics for measuring satisfaction.
The Opportunity Analysis Algorithm
After the discussion, we use the following formula to uncover potential opportunities by plugging in what we learned based on predetermined metrics:
Importance + (Importance – Satisfaction) = Opportunity
For example let’s say the metric is “portability” and the product we’re discussing is a desktop computer. Portability is important to me so I provide a rating of “10″. I’m highly unsatisfied with the portability of my home computer so I rate that a “2″.
10 + (10-2) = 18
Using the same example of the desktop computer let’s say another metric is large screen size. That’s somewhat important to me so I rate that a “7″. I’m fairly satisfied with that on my desktop computer so I rate screen size an “8″.
7 + (7-8) = 6
You can see above that the opportunity in this case would be with Portability. So in this case this could lead to something like the laptop computer!
Applications
Opportunity Analysis works well with our Ultra-mobile Lab and ThoughtCast technologies.
| Framework | Technology | Outcome | ||
|---|---|---|---|---|
Opportunity Analysis |
+ |
ThoughtCast |
= |
Access underlying motivations and unarticulated end-user needs |
Opportunity Analysis |
+ |
Ultra-mobile Lab |
= |
Uncover value, drivers, and barriers to use of a device or website |
