Situation: A technology
was starting to be used in this industry and the company
needed to understand the possible length and depth of this trend and
the impact it might have on their businesses and the industry.
Insights: While the technology
was not “new,” it appeared to lack a depth of consumer-based
knowledge and appeared to be industry, expert driven.
Approach: Getting It!® components
of an abbreviated Knowledge Map (unnecessary to be
extensive due to the lack of knowledge in the subject) and in-depth,
in-context research shaped by the Value Diagram.
Results: The research
indicated that this would not be a fast-moving trend,
that the type of consumer response would be slow and
that the trade-off of moving toward the technology
was not worth the loss in consumer reaction. This work was done in
2002 and has proven highly accurate to date. Company directors credit
this research with cost avoidance of $100 million per year.