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Innovation Services—Worldwide New Product
Ideation Via The Internet
What Do We Do?
We help companies improve and accelerate new product development, as well as
apply creativity processes to improve their marketing including:
- New Product Concepts
- New Service Concepts
- New Brand Names
- New Positioning Concepts
- New Promotion Ideas
- New Packaging Ideas
- New Advertising Slogans or Themelines
- New Display and Point-of-Sale Ideas
How Do We Do It?
Imaginators®, our Internet panel of more than 2,000 individuals who are
exceptionally creative, forms the foundation for our Innovation Services. More
than 120,000 consumers have been screened and tested to recruit this panel.
These creative individuals receive ongoing creativity training to enhance their
natural skills and abilities. Imaginators® is the largest and best consumer
ideation and creativity panel in the world.
How Do We Test For Creativity?
We have developed proprietary testing systems to measure divergence, flexibility,
originality, and scope of creative thinking. Consumers who score exceptionally
high on these measures are invited to join Imaginators®. After each project,
we assess the creative contributions of participating panelists and retain the
top performers, so the panel continues to grow in creative power over time.
Why Use Consumers?
Creativity anchored in real-life experiences and real consumer needs is most
likely to produce relevant new product ideas. In fact, consumer ideation driven
by relevant experience is one of the most critical factors in new product development.
But our goal is more than relevance; it is to provide successful new product
ideas that give our clients competitive advantage in the marketplace.
Our Innovation Process
A typical consumer ideation project involves seven phases:
- Alignment. Client involvement and participation
are keys to success. We work closely with you to identify specific objectives
and starting points for your project.
- Creative Ideation. We call it "creative"
because of our panel of innovative consumers. Our goal is to generate hundreds
of relevant new ideas.
- Expansion and Development. We analyze, translate,
and build on creative ideation outputs to develop a large number of first-stage
concepts.
- First-Stage Concept Review. We work with you
to identify a smaller number of "best prospect" concepts for further
development.
- Qualitative Refinement. Final concepts are reviewed
by a small sample from Decision Analyst's consumer panel to identify how each
concept can be improved.
- Final Concept Editing and Artwork. We polish
and hone each concept until it is a true and accurate rendition of the product
idea.
- Test-Ready Concept Review. Final concepts are
presented for your review before the start of consumer research to assess
market potential.
Online And Offline
Creative ideation sessions can be conducted both online and offline. Online
projects typically take one to two weeks for completion of the initial ideation
phase and involve 25 to 200 creative panelists. Offline, in-person sessions
are six to seven hours in length and involve eight to ten creative panelists.
Often the two methods are used in parallel to generate a maximum number of relevant
new product ideas.
Client Groups
In-person ideation sessions with client groups (sales staff, R&D staff,
marketing staff, etc.) and/or customer groups are often a component of new product
ideation projects. These day-long sessions generally involve eight to ten participants.
Fundamental Assumptions
Our Innovation Services rest on several basic assumptions:
- Many types of creativity exist, such as musical, artistic, and literary
creativity.
- Successful new product ideas are generated by consumers with "idea-centric"
creativity.
- Idea-centric creativity can be measured, and we have developed proprietary
tools and systems to test for idea-centric creativity.
- Some people, our tests have shown, have much more of this idea-centric
creativity than others (by factors of 10 to 1 or 20 to 1).
- Training can make these creative people even more creative.
- Relevant, real-life experiences help anchor and focus creativity to maximize
the number of actionable new product ideas that can be generated.
- The greater the number of relevant ideas created, the more likely it is
that successful new products will emerge.
Why Decision Analyst?
We have been involved in new product concept development and research for several
decades. Our staff has helped develop electronic calculators, electronic educational
toys, the PC, electronic games, cellular telephones, and numerous new food,
beverage, and household products.
Innovation Services is the culmination of our new products learning to provide
innovation for competitive advantage. We have evolved traditional qualitative
research into nontraditional, breakthrough ideation services, based on a worldwide
Internet platform. We are a global leader in ideation services.
Additional Resources from Decision Analyst
If you would like more information on our Innovation Services, please
contact
Gwen
Ishmael
by email or call
1.800.ANALYSIS (262.5974).
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