01
BUSINESS MODEL CANVAS
Business model canvas serves as a tool in
describing, visualizing and improvising
business models and helps in looking at
the complicated elements of a business
model in a simplified way.
Reshmi Mahesh Kumar | reshmi.maheshkumar@mitid.edu.in
Module 1 | Week 3
BUSINESS MODEL CANVAS FOR PRODUCT AUGMENTATION
Initially when laptops were sold, they were not sold with a free
laptop bag. Eventually one of the laptop companies started
providing laptops with a free laptop bag which left the customers
feeling delighted. This could have potentially increased the demand
for laptops with a free bag.
This improvisation of service was possibly achieved due to a better
understanding of the business model using the BMC tool.
1
02
CONTEXTUAL INQUIRY
Contextual inquiry is done to understand
how a participant works, engages or does
a particular task in their environment.
This helps in understanding the process of
how a task is done by observing the same.
Reshmi Mahesh Kumar | reshmi.maheshkumar@mitid.edu.in
Module 1 | Week 3
DESIGN INTERVENTION IN AN INFANT FEEDING BOTTLE
To understand the use of an infant feeding bottle, a researcher
should observe and probe the new parents who use the feeding
bottle for their babies to understand the form, use and effects of a
feeding bottle.
This can help in understanding how the bottle is used, cleaned, held
etc. for the babies. This can also help in understanding whether the
mothers hold the bottle differently than the fathers and why?
2
03
GUIDED TOUR
As the term suggests, guided tour in its
literal terms is when the participant guides
the researcher through her environment.
This helps the researchers to understand
about the environment of the participant.
Reshmi Mahesh Kumar | reshmi.maheshkumar@mitid.edu.in
Module 1 | Week 3
FIRST DAY IN YOUR OFFICE
On the first day at a job, many companies assign a buddy to the new
joinee to introduce to the team and guide her through different office
spaces in order to understand the working environment and to get a
vibe of how does the company usually is.
The spaces can involve - cafeteria, printing area, recreational area,
work desks etc.
3
04
TREND ANALYSIS
Trends are the changes that occur in a
society over a long period of time making
it a recurring pattern. It is a change in
people’s preferences.
To study these changes overtime and to
understand the market needs is known as
trend analysis.
Reshmi Mahesh Kumar | reshmi.maheshkumar@mitid.edu.in
Module 1 | Week 3
UNDERSTANDING THE EVOLUTION OF A MIXER-GRINDER
In India the first mixer grinder, Sumeet, was designed keeping in
mind the grinding needs of the Indian herbs and spices. Eventually,
many consumer goods company introduced mixer grinder.
However, with time the form of the mixer changed from an ‘L’ shape
to a vertical standing machine in order to make it compact, based on
the customer needs. It further started coming in various colours and
created a trend among the Indian households to have a coloured
and vertical mixer grinder.
4
05
CUSTOMER SEGMENTATION
Customer segmentation is the process of
grouping customers based on common
characteristics so companies can market
to each group effectively and
appropriately.
Reshmi Mahesh Kumar | reshmi.maheshkumar@mitid.edu.in
Module 1 | Week 3
UNDERSTANDING CUSTOMERS’ EDIBLE OIL CONSUMPTION
BASED ON THE GEOGRAPHICAL AREA
To understand the edible oil consumption in a rural and urban area, a
company will understand the characteristics of customers in both
the areas.
The customers of the rural area might be looking for an oil that is
healthy for the whole family and can be used for a longer span of
time to cater to more number of family members. Therefore, rural
customers are heavy users of oil.
On the other hand, the customers in urban area might be looking for
an oil that communicates about the health benefits more than
catering to the whole family making them light users of oil.
5