Innovation Through Creativity and Testing Chapter 23 Innovation Through Creativity and Testing

Creativity and Being Creative Creativity is not restricted to a few people Organizations frequently suppress creativity to “play it safe”

Brainstorming Formalizing creativity in a group setting Create an agenda and define problems Set quotas for ideas and time limits Review house rules before session Selecting a Leader House Rules During Brainstorming Suspend critical judgment Welcome “outside the box” thinking Quantity not quality desired Build up each idea

Brainstorming Examples

Creative Stimulators SCAMPER Substitute Combine Add or Adapt Modify Put to other uses Eliminate Reverse or Rearrange

Creative Stimulators Substitute Can substitute theme, image, to differentiate Combine Can we combine two or more elements of other things to emphasize product benefits Add or Adapt Can we add or adapt benefits to make our product comparatively better

Creative Stimulators (cont.) Modify Time saving elements be empathized? Put to other uses Other ways to use product Eliminate Can something be removed (weight, complexity, . . . ) Reverse or Rearrange Use non-traditional uses, relationships, humor

Test the Big Things Test important not trivial elements Projectable Mailing Sample Sizes Testing Components vs. Testing Mailing Packages Test packages first, then individual components

How to Test Print Advertising Split run A/B Split Clump Split Flip-Flops The Split That is Not Code response instruments to measure effects Insert Cards

How to Test Print Advertising (cont.) Testing Hypotheses in Print Ads Best price? Best prospect? Most appealing product advantage Most important benefit Testing Online Easier to test not only offers and ads, but also search behavior, information processing

Multivariable Testing Multiple variables instead of a single variable for each test Allows main and interaction effects to be tested

Creativity and Testing, Not Creativity Versus Testing Creativity and testing work together