A deep and broad survey was conducted, based on a mix of one-on-one interviews and mini focus groups and using the jobs-to-be-done logic. The «job to be done» was determined simply as «having a BBQ» – starting with the actual idea of having the BBQ (with or without guests) all the way to cleaning the grill. To gain new insights, separating male from female respondents turned out to be very helpful. We also made sure to include a mix of different grill types. In the process, we identified over 200 user expectation metrics and selected 95 for validation.
The second part of the discovery focused on gaining an unbiased, validated user point of view, emphasizing the areas and single expectations where both relevance and dissatisfaction were particularly high. Putting all rated expectation metrics in relation and mapping the results in a CFI Customer Value Map provided clear guidance on where specific action was needed that would be appreciated by current and future customers. As the discovery phase was driven by user input only, internal preconceptions in customer understanding were minimized and cross-functional alignment was easier.
To «spin» the results into most relevant innovation ideas and market concepts, a series of workshops followed to make sure clients understood the results and would embed them in the organization, as well as to revise sales narratives and sharpen the market communication. Specific R&D and agency briefings were developed based on the pain points discovered.