Data analysis preparing

This research involved companies in the UK and Malaysia to assess the outcomes of the research objectives of this research. The aim of assessment of interview questions

was to evaluate the process of the consumer and the company in fulfilling and satisfying consumer needs and desires such as the design attributes outcome, price, and location. There are a number of variables measured such as:

• Consumer perceived design: the packaging attributes

• The marketing and design team process to achieve success of product; effective design strategy and support, stages of idea development, team consistency.

• Company’s strategy for success of product development such as management and consumer’s challenges.

• The contributions and impacts of academic research based on theories and practices for the success of company and products.

No. of

question Question Aim

General

description about participant and what he/she does

1 2

Could you please tell me a little bit about yourself and how you have been working in this industry? Background – your name, position and responsibility, education and skills.

What your company does specifically? Can you briefly describe the kinds of products you produce? How long have you been doing this?

Determine the vision and mission of the company

Determine the work aim and scope, background knowledge in the specific department in the company (marketing and design) Detailed description about how they work

3 What do you do as managing

director/marketing manager/designer for the company?

Determine the marketing and design team strategy of the company

Desk research 4 5

Would you like to introduce your working process of new product development in this company? Is it a fixed process or has it evolved over time?

Are there any particular skills, methods or techniques that you employ in your work?

Determine how the team developed product design to the targeted consumer

Analysis 1 6 7 8

Do you and your designer have the expertise to make a successful move outside the field of product design? How do you communicate (promote) your product? who is this promotion aimed at (customer, buyers, etc)?

Determine how the team conducted market research and analysed target market

How do you interact with these people and what are points of interaction? Analysis 2 9

10

How do you value your work? What do you value most in your work?

What do you think it the most important aspect of your work:

For you? For others?

Determine the team’s passion in working

Analysis 3 11

12

In your view, how do you think your product is perceived

By people in your community (leave for interviewee to define their

‘community’)?

By people outside of your community? Do you think the kind of product you designed was perceived differently in the past? If so, what changes do you think have occurred to change people’s perceptions?

Determine how the team assessed and evaluate the product success

Analysis 4 13 Current situation in local product industries? Demand? Markets and customers (domestic, export markets), styles and customer preferences (contemporary, modern, traditional) Reliability of the markets.

Determine the current situation product industry in Malaysia

Analysis 5 14 15

How big is your ‘design’ team? Are these designers now working exclusively on other products instead of your current products?

What is your sales strategy?

Determine the team strategies most commonly used in relation to the targeted consumer purchase behaviour

Analysis 6 16 17 18

How does your products differ from other brands? Do you have any strategies to differentiate your product brands from your competitors?

What makes the product unique and is there any specific features for each range of your products that you need to be address? E.g. packaging, colour, shape, scent, texture, usefulness, etc. How the consumers would use the product in terms of packaging and product of use. How do you get ideas from? How do you do your market research?

Determine how the team evaluate product design strategy for the company sales success

Analysis 7 19 How do you promote the product to customers? Website, leaflets, or etc. How has popularity of the Internet affected your brand?

Determine how the marketing team promoting the brand for product success Analysis 8 20

21

What are you working on at the moment? (current work focus and interests).

What are your plans in detail? What actual products have you already designed?

Determine the status of current project at completion.

Analysis 9 22 What do you hope to work on in the future?

How do you see you work developing over time?

Determine how company sustain the company’s achievement

Would you like to keep it more or less the same, or change, or grow, etc? Idea development

to solve problem/need

23 What kind of effort do you think needs to be taken to sustain your practice (both personal and social levels)?

What do you think are the most important aspects about your work that need to be sustained?

What parts of your work could be changed or done in other ways (without damaging or devaluing the important aspects of what you do?)

Are there aspects that you dislike or would prefer not to have to do?

Determine how the team sustain their work of practice to achieve product success

Recommendation and suggestion 24

25

If you can change anything in your product, what could it be? How many times do you need to change the design before release to the market?

I think it’s interesting that the more companies seem to have, the more sensitive we become aware with the products. Trends come and go. Some are good and will return, and some

will leave you feeling embarrassed in the future. Some designers trying to focus on the fundamentals, which will always work. Where do you see your brand in five years’ time?

Determine how the team wants to improve the product capability to fulfil consumer needs and wants

Determine the future direction the company and team hold in five years’ time