Concept Generation/Ideation

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Concept Generation/Ideation

• Marketing 4250
• February 1, 2007

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Translating the Voice-of-the-Customer
Customer Verbatims
Observations
Scenario Planning Or Market Driving Forecasting
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Definition of a Creative Concept
One that is both originalANDuseful
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Strategy 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)

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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

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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

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Concept Generation / Ideation

• Step 3 Search Internally
• Analogy
• Near Vs. Far
• Relations Vs. Attributes

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Concept Generation / Ideation

• Step 4 Explore Systematically
• GAP Analysis with Perceptual Maps

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Analytical Strategies

• Perceptual Mapping (Gap Analysis)

Crunchiness
High

• Fritos

• Raw Vegetables

• Pretzels

• Potato Chips

• Apple

• Popcorn

• Granola Bar

• Cookies

• Candy Bar

• Raisins

Nutritional Value
High
Low

• Cake

• Banana

• Pie

• Cheese

• Donuts

• Yogurt

• Ice Cream

• Fruit Juice

• Soda

Low
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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 Kid
napping Being Insulted
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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