Every marketer faces a market truth that:- Products are increasingly commoditized- The market is hence more & more competitiveBrands are pushed to come up with newnews quickly and product life cycle isshortenedINNOVATION WINS!
And obviously, the first and upmostimportant step for effective productinnovation is to generate new ideasIDEATION COMES FIRST!
A new PATENTED qualitative insight tool invented byWIMI, specifically for ideation…WI•NOVATION®
Intellectual Property Bureau of the PRCThe 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 ProfessionalTHE QUAD
The first time to bring in all 3 differentperspectives 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 creation3) Client Side Professionals to contribute based on their profound knowledge of the product category and also a balancing power of creativity vs. feasibilityTHE 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 agencyTHE QUAD
A sharing session by the Consumers (andwhere appropriate the Art & DesignProfessional) on needs & wants, usageexperiences, dissatisfactions & unmetneeds, related knowledge, belief andattitudeAlso an interactive process for Client SideProfessional to understand targetconsumersAchieving an alignment on key, basicunderstanding as the food for thought tocarry onTHE INSIGHT
It is true that good ideas can comeanytime and all of a sudden, anywhereand out of nowhereHowever, with a specific taskforce (theQUAD) formed, we have to make surethe participants can unleash theircreativity at the specific time and placeHence, we have developed our ownapproach to stimulate creativity in 5different directionsThrough proper introduction of thedirections, examples sharing and probing,the moderator helps the QUAD to starttheir “creative engine”THE IDEATION
Direction 1: Maximization &MinimizationAn approach to go EXTREME.By enlarging or reducing certain aspectto the limit (not just size).THE IDEATION
Direction 2: Reverse ThinkingWhat it is? WHAT IS IT NOT?Coca-cola is liquid, not solidBiscuit is crunchy, not softBUT WHY NOT?THE IDEATION
Direction 3: Combination & Separation Function-oriented innovation Combination – the pursuit of multiple benefits Separation – the pursuit of simplicity,vs. purity THE IDEATIONvs.
Direction 4: PerfectioningThings are never perfect in our world andperhaps a very common experience:When you eat a nice dish in a restaurant – “Ah, itwould be perfect if it could be more spicy…” or;When you buy a nice coat – “Ah, it would just beperfect if it could trim a little bit on the waist line…”A free flow of thoughts to change, add-on or disregard some details, accessoriesThe desire to IMPROVE & CUSTOMIZE foroneselfTHE IDEATION
Direction 5: Crossing Over / FusionBold ideas requiring cross categoriesmixing – often involving out-of-the-boxthinkingA desire to EXPERIEMENTTHE IDEATION