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Perception Mapping and Contradiction Resolution of Voice of the Customer (VOC)

Problem Solving Custom Methodology Case Study

David W. Conley, Innomation, LLC

This work presents a case study for a portion of a business process improvement systematic innovation analysis completed at Presbyterian Health Services of New Mexico.  Manifold techniques and methodologies are demonstrated which could be useful to anyone pursuing innovation work.  The reader will be given insight to: what aspects of an innovation analysis correlate with what portions of the problem definition, problem abstraction, solution abstraction and specific solution development cycle, using Voice of the Customer as input to problem models, building and scoring a Perception Map, distilling contradictions from Voice of the Customer statements, assigning improving and worsening parameter categories based on Perception Map scores, using the 40 Principles to solve contradictions, using measurement criteria to sort solution concepts into short, medium and long-term groupings, using Critical to Quality statements to predict the effectiveness of solution concepts, and the general merger of multiple problem solving methodologies into a single solution engine.

photo of David W ConleyBiography:  David Conley received his BS of Nuclear Engineering from Texas A&M University and his Masters of Finance from the University of New Mexico.  As an Air Force Officer he performed plasma physics and space nuclear propulsion research and served at Los Alamos and Brookhaven National Laboratories and on NASA’s Nuclear Safety Review Panel.  His private sector experience includes Johnson and Johnson, Philips Semiconductor and Intel Corporation.  At Intel since 1995 David has held a variety of engineering and management roles and is currently Intel’s only Level 4 TRIZ Specialist worldwide. Certified by the St. Petersburg school of the International TRIZ Association, David’s contributions to the field of systematic innovation include: technical and business problem solving, training material development, methodology training, program integration and serving on the Executive Board of the US based Altshuller Institute for TRIZ Studies.  David has broad international business and engineering experience and currently lives in New Mexico, USA with his wife and three sons.

Inside TRIZ

Case Studies From A Breakthrough Innovation

Inside TRIZ
Photo of Darrell MannMarch 2012
Darrell Mann
Case Studies From A Breakthrough Innovation
"Starting in August 2004, the Hong Kong government began sponsoring a deployment of TRIZ to a cluster of eight local companies. Over the course of the next 15 months, each company was invited to assemble a team of between 5 and 8 engineers and designers each of whom would be exposed to a series of six three-day TRIZ education and utilization sessions. The aims of the program were for each company to realize new products, patents and tangible financial benefits, and to measure the extent to which TRIZ allowed companies to accelerate their rate of innovation. This paper describes a collection of some of the success stories emerging from the program."

TRIZ Features

Alexander Selutsky

TRIZ Feature

Alexander Selyutsky - a key figure in the history of TRIZ!

Alexander Selyutsky

Selyutsky Alexander Borisovich was born April 6, 1933 to an intelligent Jewish family residing in Leningrad. During the World War II the plant where his father was working was evacuated to the Urals, and the family (the parents and Alexander) moved to Chelyabinsk. Here, Alexander graduated from high school. He wanted to go to a military school, but didn’t pass vision test and entered the Chelyabinsk Polytechnic Institute. In his first year he was forced to learn boxing (because of frequent anti-Semitic attacks) and became a Komsomol activist.

After graduation, he was sent to Petrozavodsk Onega tractor plant, where he worked as a designer. He continued leading a very active social life, organized and led voluntary militia patrolling the streets of the city because the situation was very criminal. In the search for more satisfying work he became interested in patenting, completed appropriate courses and became a patent agent.

In 1960, Alexander married Dolly Naumovna Audleys, and had a daughter Alla in 1961. The same year G.S Altshuller published a book " “Learn how to invent"[1] . After reading this book in 1965 Selyutsky wrote a letter to Altshuller. This letter started their acquaintance by correspondence. Since then, Alexander became one of the most dedicated Altshuller’s disciples and an active promoter of the emerging new science.

They finally met in 1968 in Dzintary (near Riga), at the seminar organized by the Central Board of VOIR (state leading inventors’ and innovators’ society) that invited Altshuller and several of his associates. It was the first time that Alexander and others got a chance to work under the direct guidance of Altshuller and to learn from him. Later, in 1983, Alexander participated as one of the instructors in the seminar conducted by G.S. Altshuller in Moscow at the Institute for continuous education for chemical and petroleum industries.

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