IDEA GENERATION
EGE ERTURAN 2015432030EMRE KARAKUŞ 2014432053EBUTALHA UYAR 2013432079ARDA BENKEL 2013432015
Problem Identification – Problem Analysis and Scenario Analysis Other common approaches to idea/concept generation Attribution Analysis Concept Testing
IDEA/CONCEPT GENERATION AND CONCEPT
TESTING
New Product Development Process
Trying to findinspiration
throughout themodelGenerate
severalconcepts
ExternalizedForm
Evaluatethe ideas
Is understanding consumer needs and wants the key to innovative
ideas?What is a need? What is a want? Are they relevant on using creativity?
Needs and Wants; crucialpart or just alternatives?
Understanding consumer wants and needs is not always usefull.You might fail to understand or treat them correctly, or basicly a
person might not now their own wants and needs.Also, researching them is not always convenient.
You need to focus on finding solvable problems.Creativity is your weapon.What was the last time you thought something like‘‘ Why isn’t there a solution about this problem? ’’
PROBLEMS
Bacteria; a pain avoidingmechanism, just like a
human
Brainstorming
Mindmapping
Attribute listing
Visualization and visual prompts
Morphological analysis
Forced relationships
Brainwriting
IDEA GENERATION TECHNIQUES
SCAMPER is an acronym with each letter standing for an action verb which in
turn stands for a prompt for creative ideas.
S – Substitute C – Combine A – Adapt M – Modify P – Put to another use E – Eliminate R – Reverse
SCAMPER
A performance evaluation tool used to analyze the abilities.
Attribution analysis helps determine whether that money is being well spentperformance attribution interprets.
To what do we attribute a manager’s performance? Is it stock picking, investing in the right style, or market timing? Were certain sectors over or underweighted?
www.youtube.com/watch?v=k50Ss-D1a1A
Attribution Analysis
Concertization of the abstract aspects of the new idea
Concept Testing
Embody the abstract value in your mind
Associate the purpose
Evaluate results based on your target segmentations
Maintain your knowledge
How to use concept testing?
Thank You For Listening