1. Innovation Through Creativity and Testing
Chapter 23
Innovation Through Creativity and Testing

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

3. 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

4. Brainstorming Examples

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

6. 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

7. 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

8. 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

9. 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

10. 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

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

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