Page 67 - FoodFocusThailand No.186 September 2021

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and clubs or groups. Questions can be based on the observation of discovery of underlying issues via a better understanding of a customer
the interlocutor’s gadgets or accessories. is, for these reasons, an innovation by design. It is differentiation and
• Interaction: reactions to current issues such as news, social focuses marketing strategy, which can grow along with the digital
network public figures, interests in any specific topic, and motivations. technology, also known as one-to-one marketing strategy, explained Asst.
• Objects: accessibility to devices, tools, technologies, and usage, Prof. Waisarayutt.
such as reliance on digital technology for medical, banking, and online Asst. Prof. Waisarayutt concluded that after completing the target
shopping purposes. group’s persona sheet for visualization, the next step involves identifying
• User profile: basic personal data, such as age, occupation, defined values in which specific expectations and values are extracted
education, and neighborhood. and ranked in terms of importance, depth, feeling, function, and relevant
The data collected from the AEIOU-guided conversation provides limitations. The expectation point is an indispensable condition that, if
a big picture, which can be summed up in a persona sheet for left unattended, may evolve into a pain point or dissatisfaction. The top
visualization and a personalized customer’s journey or timeline. In 3 most important values are identified as point of values (POVs), which
combination with social media platforms, such information can be used are the goal for marketing design. The third step is the ideation of concepts
to locate the corresponding target community in which in-depth focused on diversity and the “How might we?” question. Alternatively, a
marketing research can be conducted. brainstorming technique based on the POVs as a guiding tool may be
This opportunity search method via exploring a target group and used to ensure concept initiation. The output can be summed up in idea
the reliance on AEIOU-based conversation is known as an insight concept sheets, where ideas are categorized according to their feasibility,
approach. In an ongoing conversation, an in-depth question can be entertainment functions, and challenges that may require specific know-
made by starting with the “why,” which will help delve deeper into the how and research. The most viable option will then be selected and turned
details. A 5W1H questioning technique, consisting of the What, Who, into a product prototype for market testing. It may also serve as a guideline
When, Where, Why, and How, can also be employed in this circumstance for product research and development to ensure business growth.
without addressing all points. The direction of conversation may change, Innovation is, therefore, a fruit of research and development and offers
depending on any particular arising opportunity. For example, if the guidelines for value proposition through product, service, or business
client bought a product, enquiring their motivation for choosing that model. Innovation is conceived through a better understanding of clients
specific brand. It may reveal the fact that it was the only brand available and a proper selection of suitable technologies compatible with ever-
in the shop accessible by skytrain, which may happen to be the changing business conditions.
customer’s preferred mode of transport as they do not have a car. The
5W1H technique can help verify the customer’s points of view and
motivations and the target group’s rationales and demands. It reduces
the risks of prematurely devising an unsupported solution or the “What,”
that may be based on the researcher’s value-laden perspective. The More Information Service Info C010

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