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

2. Translating the “Voice”-of-the-Customer Customer Verbatims Interpreted Needs Observations Product Concepts Product Specifications Scenario Planning Or Market Driving Forecasting

3. One that is both original AND useful Definition of a Creative Concept:

4. Strategy Implications Individual Trait Use Cross-Functional Teams Use Personality Testing in Hiring Situational Effects Culture/Processes (3M, TI, IDEO, Kellogg’s) “No more mistakes and you’re through!” - John Cleese Reward Structures (IBM, Campbell’s) 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 Low Nutritional Value HighLow Raw Vegetables Banana Cheese Yogurt Fruit Juice Granola Bar Candy Bar Popcorn Pretzels Donuts Ice Cream Soda Cake Pie Cookies Potato Chips Fritos Raisins Apple

10. Analytical Strategies Gap Analysis Relationship Analysis Event Insured Against Person/Animal Insured New- borns Geniuses Dogs/ Cats Tropical Birds New Jobholders Newlyweds Injury from Fire Getting Lost Normal Death Kidnapping Being Insulted

11. Analytical Strategies Gap Analysis Relationship Analysis Morphological Matrix Dimension 1: Cleaning Instrument Dimension 2: Ingredients Dimension 3: Object to be Cleaned Dimension 4: Package Dimension 5: Substance Removed Broom Brush Sponge Steel Wool Vacuum Alcohol Ammonia Disinfectant Pine Oil Air Boat Carpet Floor Fence Aerosol Bag Bottle Can Tube Blood Dirt Mildew Paint Rust