11 Sensor Customer Buying Criteria

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Capstone® and Foundation® companies manufacture electronic sensors. Other manufacturers install these as components in their products, where sensors measure physical conditions such as speed, temperature and pressure.

Manufacturers with similar sensor needs fall into Market Segments. In Capstone® the segments are called:

In Foundation® the segments are called:

The criteria from the year prior to Round 1 (Round 0) display below.

In Capstone®, price ranges in all segments drop $0.50 per year. For example, in Round 1 the Traditional price range will be $19.50-$29.50, in Round 2 it will be $19.00-$29.00. In Foundation®, price ranges remain constant round after round.

Positioning criteria for Capstone® and Foundation® change each round (see 10.4 Capstone® Segment and Ideal Spot Drift and 10.5 Foundation® Segment and Ideal Spot Drift ).

Age and reliability (MTBF) criteria remain constant round after round for both Capstone® and Foundation®.


11.1 Capstone® Buying Criteria

11.1.1 Traditional

Traditional customers seek proven products using current technology.

  1. Age, 2 years- 47% of decision
  2. Price (for Round 0), $20.00-$30.00- 23% of decision
  3. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 5.0 size 15.0- 21% of decision
  4. MTBF, 14,000-19,000- 9% of decision

11.1.2 Low End

Low End customers seek proven products, are indifferent to technological sophistication and are price motivated.

  1. Price (for Round 0), $15.00-$25.00- 53% of decision
  2. Age, 7 years- 24% of decision
  3. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 1.7 size 18.3- 16% of decision
  4. MTBF, 12,000-17,000- 7% of decision

11.1.3 High End

High End customers seek cutting-edge technology in both size and performance.

  1. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 8.9 size 11.1- 43% of decision
  2. Age, 0 years- 29% of decision
  3. MTBF, 20,000-25,000- 19% of decision
  4. Price (for Round 0), $30.00-$40.00- 9% of decision

11.1.4 Performance

Performance customers seek high reliability and cutting edge performance technology.

  1. MTBF, 22,000-27,000- 43% of decision
  2. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 9.4 size 16.0- 29% of decision
  3. Price (for Round 0), $25.00-$35.00- 19% of decision
  4. Age, 1 year- 9% of decision

11.1.5 Size

Size customers seek cutting edge size technology.

  1. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 4.0 size 10.6- 43% of decision
  2. Age, 1.5 years- 29% of decision
  3. MTBF, 16,000-21,000- 19% of decision
  4. Price (for Round 0), $25.00-$35.00- 9% of decision

11.2 Foundation® Buying Criteria

11.2.1 Low Tech

Low Tech customers seek proven products, are indifferent to technological sophistication and are price motivated.

  1. Price, $15.00-$35.00- 41% of decision
  2. Age, 3 years- 29% of decision
  3. Reliability (MTBF), 14,000-20,000- 21% of decision
  4. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 4.8 size 15.2- 9% of decision

11.2.2 High Tech

High Tech customers seek cutting-edge technology in both size and performance.

  1. Ideal Position (at the end of Round 0/Beginning of Round 1), performance 7.4 size 12.6- 33% of decision
  2. Age, 0 years- 29% of decision
  3. Price, $25.00-$45.00- 25% of decision
  4. Reliability (MTBF), 17,000-23,000- 13% of decision.

11.3 Perceptual Map

A perceptual map is a tool used by marketers to graphically compare characteristics of competing sets of products. The Capstone® and Foundation® perceptual map compares sensor weight and girth, measured as size on the vertical axis, and speed of operation, measured as performance on the horizontal axis.

Each segment has its own preference for sensor size and performance, which are defined by segment circles on the map. The inner fine cut circle has a radius of 2.5 units. It represents the heart of the segment where demand is strong. In addition, each inner circle has an ideal spot, a location where demand is strongest. The larger outer rough cut circle has a radius of 4.0 units. It represents the outer fringe of the segment, where demand is weak.

Image

Image

Each year, customers demand smaller, better performing products. This causes the segments to move or drift across the map.

For example, in the Low End (Capstone®) and Low Tech (Foundation®) segments, size expectations decrease by 0.5 units and performance expectations increase by 0.5 units, moving the segment center 0.7 units across the map.










11.4 Standard Capstone® Segment and Ideal Spot Drift with No Customization

11.4.1 Traditional Drift

Traditional Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
+0.7
 
-0.7
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 
 

 
Pfmn
 
Size

 
0.0
 
0.0
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
5.0
 
15.0
 
0
 
5.0
 
15.0
1
 
5.7
 
14.3
 
1
 
5.7
 
14.3
2
 
6.4
 
13.6
 
2
 
6.4
 
13.6
3
 
7.1
 
12.9
 
3
 
7.1
 
12.9
4
 
7.8
 
12.2
 
4
 
7.8
 
12.2
5
 
8.5
 
11.5
 
5
 
8.5
 
11.5
6
 
9.2
 
10.8
 
6
 
9.2
 
10.8
7
 
9.9
 
10.1
 
7
 
9.9
 
10.1
8
 
10.6
 
9.4
 
8
 
10.6
 
9.4

11.4.2 Low End Drift

Low End Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
+0.5
 
-0.5
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
-0.8
 
+0.8
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
2.5
 
17.5
 
0
 
1.7
 
18.3
1
 
3.0
 
17.0
 
1
 
2.2
 
17.8
2
 
3.5
 
16.5
 
2
 
2.7
 
17.3
3
 
4.0
 
16.0
 
3
 
3.2
 
16.8
4
 
4.5
 
15.5
 
4
 
3.7
 
16.3
5
 
5.0
 
15.0
 
5
 
4.2
 
15.8
6
 
5.5
 
14.5
 
6
 
4.7
 
15.3
7
 
6.0
 
14.0
 
7
 
5.2
 
14.8
8
 
6.5
 
13.5
 
8
 
5.7
 
14.3

11.4.3 High End Drift

High End Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
+0.9
 
-0.9
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
+1.4
 
-1.4
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
7.5
 
12.5
 
0
 
8.9
 
11.1
1
 
8.4
 
11.6
 
1
 
9.8
 
10.2
2
 
9.3
 
10.7
 
2
 
10.7
 
9.3
3
 
10.2
 
9.8
 
3
 
11.6
 
8.4
4
 
11.1
 
8.9
 
4
 
12.5
 
7.5
5
 
12.0
 
8.0
 
5
 
13.4
 
6.6
6
 
12.9
 
7.1
 
6
 
14.3
 
5.7
7
 
13.8
 
6.2
 
7
 
15.2
 
4.8
8
 
14.7
 
5.3
 
8
 
16.1
 
3.9

11.4.4 Performance Drift

Performance Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
+1.0
 
-0.7
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
+1.4
 
-1.0
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
8.0
 
17.0
 
0
 
9.4
 
16.0
1
 
9.0
 
16.3
 
1
 
10.4
 
15.3
2
 
10.0
 
15.6
 
2
 
11.4
 
14.6
3
 
11.0
 
14.9
 
3
 
12.4
 
13.9
4
 
12.0
 
14.2
 
4
 
13.4
 
13.2
5
 
13.0
 
13.5
 
5
 
14.4
 
12.5
6
 
14.0
 
12.8
 
6
 
15.4
 
11.8
7
 
15.0
 
12.1
 
7
 
16.4
 
11.1
8
 
16.0
 
11.4
 
8
 
17.4
 
10.4

11.4.5 Size Drift

Size Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
0.7
 
-1.0
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
1.0
 
-1.4
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
3.0
 
12.0
 
0
 
4.0
 
10.6
1
 
3.7
 
11.0
 
1
 
4.7
 
9.6
2
 
4.4
 
10.0
 
2
 
5.4
 
8.6
3
 
5.1
 
9.0
 
3
 
6.1
 
7.6
4
 
5.8
 
8.0
 
4
 
6.8
 
6.6
5
 
6.5
 
7.0
 
5
 
7.5
 
5.6
6
 
7.2
 
6.0
 
6
 
8.2
 
4.6
7
 
7.9
 
5.0
 
7
 
8.9
 
3.6
8
 
8.6
 
4.0
 
8
 
9.6
 
2.6

11.5 Standard Foundation® Segment and Ideal Spot Drift with No Customization

11.5.1 Low Tech Drift

Low Tech Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
+0.5
 
-0.5
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
0.0
 
0.0
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
4.8
 
15.2
 
0
 
4.8
 
15.2
1
 
5.3
 
14.7
 
1
 
5.3
 
14.7
2
 
5.8
 
14.2
 
2
 
5.8
 
14.2
3
 
6.3
 
13.7
 
3
 
6.3
 
13.7
4
 
6.8
 
13.2
 
4
 
6.8
 
13.2
5
 
7.3
 
12.7
 
5
 
7.3
 
12.7
6
 
7.8
 
12.2
 
6
 
7.8
 
12.2
7
 
8.3
 
11.7
 
7
 
8.3
 
11.7
8
 
8.8
 
11.2
 
8
 
8.8
 
11.2

11.5.2 High Tech Drift

High Tech Fine Cut Circles: The location at the end of Round 0 is to the upper left, the location at the end of Round 8 is to the lower right.
Image
                   
Drift Rate: Each year, the segment moves this distance on the Perceptual Map - the segment drifts 1/12th of this distance each month.
 

 
Pfmn
 
Size

 
0.7
 
-0.7
                   
Ideal Spot Offests: The Ideal Spot location relative to the segment center.
 

 
Pfmn
 
Size

 
1.4
 
-1.4
                   
Locations: Segment center and ideal spot locations at the end of each round.
 


Segment Center
 

Ideal Spot
Round
 
Pfmn
 
Size
 
Round
 
Pfmn
 
Size
0
 
6.0
 
14.0
 
0
 
7.4
 
12.6
1
 
6.7
 
13.3
 
1
 
8.1
 
11.9
2
 
7.4
 
12.6
 
2
 
8.8
 
11.2
3
 
8.1
 
11.9
 
3
 
9.5
 
10.5
4
 
8.8
 
11.2
 
4
 
10.2
 
9.8
5
 
9.5
 
10.5
 
5
 
10.9
 
9.1
6
 
10.2
 
9.8
 
6
 
11.6
 
8.4
7
 
10.9
 
9.1
 
7
 
12.3
 
7.7
8
 
11.6
 
8.4
 
8
 
13.0
 
7.0