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Concept Generation/Ideation

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Analytical Strategies (Perceptual Mapping, Relationship ... Sponge. Steel Wool. Vacuum. Alcohol. Ammonia. Disinfectant. Pine Oil. Air. Boat. Carpet. Floor ... – PowerPoint PPT presentation

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Title: Concept Generation/Ideation


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

2
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, 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

9
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
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 Kid
napping 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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