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Concept Generation/Ideation

Concept Generation/Ideation. Marketing 4250 February 1, 2007. Interpreted Needs. Product Specifications. Product Concepts. Translating the “Voice”-of-the-Customer. Customer Verbatims. Observations. Scenario Planning Or Market Driving Forecasting. Definition of a Creative Concept:.

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Concept Generation/Ideation

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  1. Concept Generation/Ideation Marketing 4250 February 1, 2007

  2. Interpreted Needs Product Specifications Product Concepts Translating the “Voice”-of-the-Customer Customer Verbatims Observations Scenario Planning Or Market Driving Forecasting

  3. Definition of a Creative Concept: One that is both originalANDuseful

  4. Strategy Implications • Individual Trait • Use Cross-Functional Teams • Use Personality Testing in Hiring • Situational Effects • Culture/Processes (3M, TI, IDEO, Kellogg’s) • “No more mistakes and you’re through!” - John Cleese • Reward Structures (IBM, Campbell’s) • Ideation Strategies (Analogies) • Analytical Strategies (Perceptual Mapping, Relationship Analysis, Morphological Matrix)

  5. Concept Generation / Ideation • Step 1: Clarify the Problem • Step 2: Search Externally • Step 3: Search Internally • Step 4: Explore Systematically • Step 5: Reflect on the Results and the Process

  6. Concept Generation / Ideation • Step 2: Search Externally • Experts - Lead User Analysis • Lead Users - experience the need ahead of the mass market; not the same as early adopters • Interviewing • Observation - Empathic Design • Focus Groups

  7. Concept Generation / Ideation • Step 3: Search Internally • Analogy • Near Vs. Far • Relations Vs. Attributes

  8. Concept Generation / Ideation • Step 4: Explore Systematically • GAP Analysis with Perceptual Maps

  9. Analytical Strategies • Perceptual Mapping (Gap Analysis) Crunchiness • Fritos High • Raw Vegetables • Potato Chips • Pretzels • Apple • Popcorn • Granola Bar • Cookies • Candy Bar • Raisins Nutritional Value Low High • Cake • Pie • Banana • Cheese • Donuts • Yogurt • Ice Cream • Fruit Juice • Soda Low

  10. Analytical Strategies • Gap Analysis • Relationship Analysis Event Insured Against Person/Animal Insured New- borns Dogs/ Cats Tropical Birds New Jobholders Newlyweds Geniuses Injury from Fire Getting Lost Normal Death Kidnapping Being Insulted

  11. Analytical Strategies • Gap Analysis • Relationship Analysis • Morphological Matrix Dimension 2: Ingredients Dimension 3: Object to be Cleaned Dimension 4: Package Dimension 5: Substance Removed Dimension 1: Cleaning Instrument Aerosol Bag Bottle Can Tube Broom Brush Sponge Steel Wool Vacuum Alcohol Ammonia Disinfectant Pine Oil Air Boat Carpet Floor Fence Blood Dirt Mildew Paint Rust

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