Module: Project Identification

.
Project Identification
www.aipmm.com
Module: Project Identification

TOOLS
• Approaches for generating ideas previously discussed
–
–
–
–
–
–
Idea-Management System
Outcome-Driven Innovation
Blue Ocean Strategy & Value Innovation
A-to-F Model
IDEO’s Deep Dive
Crowdsourcing & Open Innovation
• Ideation methods and techniques
• Idea evaluation and selection
www.aipmm.com
Module: Project Identification

IDEATION METHODS
Source: Cooper, R. G & Dreher, A. (2011). Voice-of-customer methods: What is the best source of new-product ideas? (StageGate International Reference Paper #40). Available from http://www.stage-gate.com/knowledge.php.
www.aipmm.com
Module: Project Identification

IDEATION METHODS
Innovation Category
Voice-of-the-Customer
Ideation Method
1. Ethnographic research (user observations)
2. Customer visit teams
3. Customer focus groups for problem detection
4. Lead user analysis
5. Customer/user designs
6. Customer/user brainstorming
7. Customer/user advisory board or panel
8. Community of enthusiasts
Open Innovation
9. Partners and vendors
10. Accessing the scientific community
11. Scanning business startups
12. External product designs
13. External submission of ideas
14. External idea contest
Other
15. Peripheral vision
16. Disruptive technologies
17. Patent mapping
18. Idea capture internally
For details, see Cooper’s book, “Winning at New Products: Creating Value Through Innovation.” Chapter 6.
www.aipmm.com
(Cooper, 2011)
Module: Project Identification

NOTABLE IDEATION TECHNIQUES
• Divergent thinking
• Convergent thinking
• Problem-based ideation
• Affinity Charting
• Delphi Process
• Nominal Group Technique
www.aipmm.com
Module: Project Identification

IDEATION TECHNIQUES
• Divergent Thinking
– Technique performed early during idea generation that “expands”
thinking to generate, record, and recall a high volume of ideas.
Brainstorming is a form of divergent thinking.
• Convergent Thinking
– Technique performed later in idea generation to help funnel the high
volume of ideas “into a small group (or single) idea” on which more
effort and analysis can be focused.
Source: PDMA Glossary available at time of printing from www.pdma.org/npd_glossary.cfm.
www.aipmm.com
Module: Project Identification

IDEATION TECHNIQUES
• Problem-based Ideation
• A technique used during idea/concept generation which is a
problem-based approach to finding and solving customer
problems
• Process:
– Study situation to identify problems
– Screen the resulting problems
– Develop concept statements (problem solutions) for evaluation
www.aipmm.com
(Crawford & DiVenedetto, 2010)
Module: Project Identification

IDEATION TECHNIQUES
• Affinity Charting
– A ”bottom up” technique for discovering connections between pieces
of data.
• Delphi Process
– A technique that uses iterative rounds of consensus development
across a group of experts to arrive at a forecast of the most probable
outcome for some future state.
Source: PDMA Glossary available at time of printing from www.pdma.org/npd_glossary.cfm.
www.aipmm.com
Module: Project Identification

IDEATION TECHNIQUES
• Nominal Group Technique
– The gold standard for facilitating synchronous idea generation around
a single question.
• Consists of four steps:
1.
2.
3.
4.
www.aipmm.com
Introduction
Generation of ideas
Listing of ideas
Evaluation o f ideas
(Valacich, Dennis, & Connolly, 1994)
Module: Project Identification

IDEA EVALUATION PROCESS
• In an idea-first approach, as ideas enter the idea bank, a
preliminary evaluation occurs
– Usually performed by the idea manager
– Initial screening sorts and groups ideas and rejects those not passing
the screen
• Common screening questions – Does it:
–
–
–
–
–
Support our strategy?
Match the growth markets we have decided to play in?
Represents a large target market for the product?
Leverage our and/or our partners’ competencies?
Relate to a product improvement or a new product introduction or
platform?
– Relate to other ideas received?
– Represent a feasible product for us?
www.aipmm.com
Module: Project Identification

EVALUATION SCORECARD
www.aipmm.com
Idea
User Fit
Business Fit
Technical Fit
Score
A
2
3
2
7
B
3
3
1
7
C
3
3
1
7
D
2
1
2
5
E
3
2
3
8
F
3
2
1
6
G
3
2
1
6
H
2
1
3
6
I
2
1
3
6
Module: Project Identification

DELIVERABLES
• Recorded ideas (idea bank)
• Screened projects for Business Case Development
www.aipmm.com
Module: Project Identification

ACTIVITY
• Organize into three groups:
– Need Seekers
– Market Leaders
– Technology Drivers
• Part 1:
– Identify the innovation framework you would use
– List reasons for the choice
• Part 2:
– Identify ideation methods you would use
– List reasons for the selections
www.aipmm.com
Module: Project Identification

ACTIVITY
• Part 1:
– Discuss your current approach to innovation
– Identify relationships with the innovation frameworks
– List your findings
• Part 2:
– Discuss innovation frameworks
– Select those to learn more about
– Create an action plan investigating them further
• Part 3:
– Discuss ideation methods
– Identify those most effective for your team
www.aipmm.com
Module: Project Identification

REVIEW: IDEA GENERATION APPROACHES
Ideas-First
Needs-First
Lots of Ideas Created
Market Selection
Brainstorming/Synthesis
Unmet Needs/Value
Concept Testing
Evaluate Options
Select Concepts
Select Options
Product Development Process
Product Development Process
www.aipmm.com
(Skarzynski & Gibson, 2008; Ulwick, 2004)
Module: Project Identification

REVIEW: THE BIG FRAMEWORKS
• Idea-Management System
• Outcome-Driven Innovation
• Blue Ocean Strategy & Value Innovation
• A-to-F Model
• IDEO’s Deep Dive
• Crowdsourcing & Open Innovation
www.aipmm.com
Module: Project Identification

REVIEW: IDEATION METHODS
Innovation Category
Voice-of-the-Customer
Ideation Method
1. Ethnographic research (user observations)
2. Customer visit teams
3. Customer focus groups for problem detection
4. Lead user analysis
5. Customer/user designs
6. Customer/user brainstorming
7. Customer/user advisory board or panel
8. Community of enthusiasts
Open Innovation
9. Partners and vendors
10. Accessing the scientific community
11. Scanning business startups
12. External product designs
13. External submission of ideas
14. External idea contest
Other
15. Peripheral vision
16. Disruptive technologies
17. Patent mapping
18. Idea capture internally
For details, see Cooper’s book, “Winning at New Products: Creating Value Through Innovation.” Chapter 6.
www.aipmm.com
(Cooper, 2011)
Module: Project Identification

Up Next…Business Case Development
www.aipmm.com