Summary: This article is step 1 part 5 of our market research guide.
Step 1 – Part 5 – Now for each job, get the Opportunity Scores for the outcomes.
Getting the outcomes is only half the story, because we need to know how important these outcomes are and how well these outcomes are met. Then we can see areas of opportunity, because we get what is called an Opportunity Score.
- On a job by job basis, what are the weighting points out of 100 for the importance of each outcome, splitting 100 points between them all? In other words for each job there are 100 points you can split up amongst the outcomes.
- Rank the importance of each outcome from 1st to last
- What’s the importance of each on a scale of 10 – 1, with 10 being most important?
- How satisfied are you with each on scale of 10 – 1, with 10 being totally satisfied?
Do this for outcomes within each job. So if you have 5 different jobs you will have 5 outcomes in 1st – one for each job.
For example, if you were developing a plagiarism scanner we may have the Ultimate Goal of detecting plagiarism and the jobs to complete that would be -
Scan quickly
Minimise speed to less than 10 minutes for a 2500 word essay – weight 50, importance 9, satisfied 5
Minimise speed to set up scan to less than one minute – weight 30, importance 6, satisfied 9
Minimise speed to generate report to less than one minute – weight 20, importance 5, satisfied 8
Scan accurately
Maximise Internet plagiarism found a 2500 word essay to 99% – weight 40, importance 10, satisfied 3
Minimise incorrect identification of plagiarism to twice on 2500 word essay – weight 30, importance 7, satisfied 8
Maximise time to check results by clicking on a link – weight 30, importance 6, satisfied 8
Scan easily
Minimise speed to start scan to less than one minute – weight 60, importance 6, satisfied 5
Maximise time to check results by clicking on a link – weight 40, importance 4, satisfied 10
Don’t be worried if some outcomes stretch over several groups and are repeated.
Already after looking at the above jobs, areas of opportunity are emerging – for example speed of scans and the amount of plagiarism found.
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