WI•NOVATION®unique recipe for ideation

Every marketer faces a market truth that:- Products are increasingly

commoditized- The market is hence more & more

competitive

Brands are pushed to come up with new news quickly and product life cycle is shortened

INNOVATION WINS!

And obviously, the first and upmost important step for effective product innovation is to generate new ideas

IDEATION COMES FIRST!

A new PATENTED qualitative insight tool invented by WIMI, specifically for ideation…

WI•NOVATION®

Intellectual Property Bureau of the PRC

The methodology fits the requirements of being

NEW & CREATIVE as stipulated by the law

4-people discussion & workshop session- 2 X Consumers +- 1 X Art & Design Professional +- 1 X Client Side Professional

THE QUAD

The first time to bring in all 3 different perspectives in the same setting:1) Consumers’ new ideas from first

hand usage angle – a reflection of needs, actual usage experiences, common beliefs and attitudes…

2) Art & Design Professionals as the “engine” of creativity with their talents and skills in creation

3) Client Side Professionals to contribute based on their profound knowledge of the product category and also a balancing power of creativity vs. feasibility

THE QUAD

Definition of participants:- Consumers

-A friendship pair-At least one of them is a heavy and involved user of the product; the other one at least non-rejector

-Art & Design Professional-Student or part-timer or freelancer in any art and design practice

-At least non-rejector of the product-Client Side Professional

-Related staff from marketing, research, product development and even advertising agency

THE QUAD

A sharing session by the Consumers (and where appropriate the Art & Design Professional) on needs & wants, usage experiences, dissatisfactions & unmet needs, related knowledge, belief and attitude

Also an interactive process for Client Side Professional to understand target consumers

Achieving an alignment on key, basic understanding as the food for thought to carry on

THE INSIGHT

It is true that good ideas can come anytime and all of a sudden, anywhere and out of nowhere

However, with a specific taskforce (the QUAD) formed, we have to make sure the participants can unleash their creativity at the specific time and place

Hence, we have developed our own approach to stimulate creativity in 5 different directions

Through proper introduction of the directions, examples sharing and probing, the moderator helps the QUAD to start their “creative engine”

THE IDEATION

Direction 1: Maximization & Minimization

An approach to go EXTREME.By enlarging or reducing certain aspect to the limit (not just size).

THE IDEATION

Direction 2: Reverse Thinking

What it is? WHAT IS IT NOT?

Coca-cola is liquid, not solidBiscuit is crunchy, not soft

BUT WHY NOT?

THE IDEATION

Direction 3: Combination & Separation

Function-oriented innovation

Combination – the pursuit of multiple benefits

Separation – the pursuit of simplicity, purity

THE IDEATION

vs.

vs.

Direction 4: Perfectioning

Things are never perfect in our world and perhaps a very common experience:

When you eat a nice dish in a restaurant – “Ah, it would be perfect if it could be more spicy…” or;

When you buy a nice coat – “Ah, it would just be perfect if it could trim a little bit on the waist line…”

A free flow of thoughts to change, add-on or disregard some details, accessories

The desire to IMPROVE & CUSTOMIZE for oneself

THE IDEATION

Direction 5: Crossing Over / Fusion

Bold ideas requiring cross categories mixing – often involving out-of-the-box thinking

A desire to EXPERIEMENT

THE IDEATION

thank you