Title: Concept Generation/Ideation
1Concept Generation/Ideation
- Marketing 4250
- February 1, 2007
2Translating the Voice-of-the-Customer
Customer Verbatims
Observations
Scenario Planning Or Market Driving Forecasting
3Definition of a Creative Concept
One that is both originalANDuseful
4Strategy Implications
- Individual Trait
- Use Cross-Functional Teams
- Use Personality Testing in Hiring
- Situational Effects
- Culture/Processes (3M, TI, IDEO, Kelloggs)
- No more mistakes and youre through! - John
Cleese - Reward Structures (IBM, Campbells)
- 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
9Analytical Strategies
- Perceptual Mapping (Gap Analysis)
Crunchiness
High
Nutritional Value
High
Low
Low
10Analytical 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 Kid
napping Being Insulted
11Analytical 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