M7A1 Case Study Ziba Design

Ziba Case Study Fast Freddy Marketing Concepts and Applications Dr. Bugs February, 23, 2014 Discussion Ziba is a Portland, Oregon based marketing company where their experts are capturing the essence of what consumers want. They once designed a shower squeegee that generated millions and it is now in the Smithsonians permanent design collections. So how does Zibas innovative products succeed when so many others in the market have failed. It may all come down to Zibas unique approach to new product development, an intricate process that is centered on understanding consumers in a deep and profound way. New products dont start in the RD lab, before any product development or design work even begins theres a tremendous amount of deep consumer research. People are in search of meaning these days. We have enough stuff to choose from, we have enough companies that give us whatever we desire or what we want. It is now what does it mean to me, its got to be meaningful, and to be meaningful you have to understand your consumer. Discuss what Occurs before Ziba Develops a Design or Advertising Program So how do Zibas teams begin to understand customers Through extensive research that in turn is formulated into customer insights. Its a process of uncovering information like an archeologist. What makes a product great Great Products dont ask their customer what they should be, great products say this is what they are. They basically anticipate customer needs, they dont wait for the customer to tell them what they should be and that they delight customers in new and interesting ways. It May all come down to Zibas unique approach to new product development. An intricate process that is centered around understanding consumers in a deep and profound way. When Ziba takes on a new client they start the process by asking if they know there customer, a simple question that many cant answer, do they know what motivates them, drives them. Do they know their