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    Idea Generation Methods: Prof. Anita Goyal, IIML, PM

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    The document outlines various idea generation methods, including voice-of-customer methods like ethnographic research, customer visit teams, customer focus groups, and lead user research. It also discusses open innovation methods such as partnering with vendors, accessing external technical communities, scanning start-ups, and external idea contests. Additional methods covered are peripheral vision, analyzing disruptive technologies, patent mapping, and capturing ideas internally from employees.

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    Idea Generation Methods: Prof. Anita Goyal, IIML, PM

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    sumit
    64 views2 pages
    The document outlines various idea generation methods, including voice-of-customer methods like ethnographic research, customer visit teams, customer focus groups, and lead user research. It also discusses open innovation methods such as partnering with vendors, accessing external technical communities, scanning start-ups, and external idea contests. Additional methods covered are peripheral vision, analyzing disruptive technologies, patent mapping, and capturing ideas internally from employees.

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    Product Management

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    Handout Session5

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    The document outlines various idea generation methods, including voice-of-customer methods like ethnographic research, customer visit teams, customer focus groups, and lead user research. It also discusses open innovation methods such as partnering with vendors, accessing external technical communities, scanning start-ups, and external idea contests. Additional methods covered are peripheral vision, analyzing disruptive technologies, patent mapping, and capturing ideas internally from employees.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    64 views2 pages

    Idea Generation Methods: Prof. Anita Goyal, IIML, PM

    Uploaded by

    sumit
    The document outlines various idea generation methods, including voice-of-customer methods like ethnographic research, customer visit teams, customer focus groups, and lead user research. It also discusses open innovation methods such as partnering with vendors, accessing external technical communities, scanning start-ups, and external idea contests. Additional methods covered are peripheral vision, analyzing disruptive technologies, patent mapping, and capturing ideas internally from employees.

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    Idea Generation Methods

    Voice-of-Customer Methods

    1. Ethnographic Research
    It involves observing customers for extended periods of time by staying or closely
    spending time with them. It helps to know how customers use or misuse the product. This
    method is difficult to follow in case of many product categories.

    2. Customer Visit Teams


    In this method a team of usually three members visit the customers for in-depth
    interviews with carefully-designed interview guide to get user problems and needs. Many
    a times it is difficult to get honest answers.

    3. Customer Focus Groups


    FGD for idea generation need to be used with a clear focus of getting new ideas and to
    know existing problems or needs of the customers. It is very important to have a skilled
    moderator.

    4. Lead User Research


    It involves identifying lead users [innovative customers] who are able to provide
    workable product ideas and not just end up with sharing product problems or needs. Lead
    users face needs for products that do not exist in the market and find solutions
    themselves.

    5. The Customer or User Designs


    It involves getting design ideas from the customers. It can be used through web with right
    software.

    6. Customer Brainstorming
    It involves gathering a group of users and then conducting a formal brainstorming session
    to uncover the problems faced by customers with the existing products. It is a generally
    used method but is a challenge to conduct with B2B customers. It is also a time
    consuming approach and has difficulty to gather the relevant customers.

    7. Customer Advisory Board or Panel


    It involves a group of customers to advice on product problems and on customer needs.
    However, many a times such a session ends with just general discussions.

    8. Community of Enthusiasts
    It is normally done through net. An online community helps to give inputs to generate
    new ideas. Over a long run it proves effective, if maintained.

    Prof. Anita Goyal, IIML, PM Page 1


    Open Innovation Methods

    1. Partners and Vendors


    It is an existing method to get ideas from suppliers, dealers and the like as they remain in
    contact with customers.

    2. Accessing an External Technical Community


    These are scientific, technical or expert community other than customers who offer their
    services to the companies.

    3. Scanning Small Businesses and Start-ups


    This is to get ideas from entrepreneurial firms.

    4. External Product Designs


    Inviting designs (primarily designs and not intricate features) for the product from anyone
    and not just from customers.

    5. External Submission of Ideas


    Normally through company website anyone can submit an idea. In this method, company
    has to develop a channel (website) through which one can submit ones idea. It is difficult
    to manage and operate. It can also be done in collaboration with other companies having
    innovative ideas or can work together on new ideas due to their expertise.

    6. External Idea Contest


    Companies may organize a contest where ideas are invited and selected idea gets
    rewarded. It is expensive and risky as gets exposed to competition.

    Other Methods

    1. Peripheral Vision
    It is scanning the environment and look for opportunities.

    2. Disruptive Technologies
    It is to identify or locate any breakthrough being worked upon by some R&D. It is very
    difficult as it is rare to have such incidences.

    3. Patent Mapping
    By analyzing the existing patents, one can get an idea.

    4. Idea Capture Internally


    It involves generating ideas from ones employees.

    Prof. Anita Goyal, IIML, PM Page 2

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