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