IDEA

GENERATION

Dr. Christabel Divine Brownson

Ag. Director, CED,
Akwa Ibom State University
 DEFINITION OF IDEA
 A plan of action, an intention or design
 A concept developed by the mind
 A conception of what is desirable or ought to be
 Any conception existing in the mind as a result of mental understanding, awareness
or activity
 A thought, conception or notion
 An impression, an opinion, view or belief
 An image or picture of a visible object that is formed by the mind
 A general motion, or conception formed by generaliztion
 DEFINITION OF IDEA

 An idea is understood as a basic element of thought that can be

visual, concrete or abstract. The process includes the process of
constructing through the idea, innovating the concept, developing the
process and bringing the concept to reality.

 Idea generation is an emerging buzzword representing the creative

process of generating, developing and communicating new ideas.
 HOW TO GENERATE IDEA

 Potential consumers or target audience

 Existing products and services

 Marketing distribution channels(sales representatives)

 Research and Development (R&D)

 Government (policies, rules and regulations)

 Family, friends, your interest, travel

 HOW TO GENERATE IDEA

 Keeping your eyes open

 Streets

 Reflect on your own experiences as a customer

 Read through papers, magazines, online directives for inspiration

 Look at a product or service and apply in a different industry or

setting
M E T H O D S O F I D E A G E N E R AT I O N

 Brainstorming

 Mind mapping

 Focus group

 Problem inventory analysis

 SCAMPER

 Challenging Assumptions
M E T H O D S O F I D E A G E N E R AT I O N

 Rewording the problem

 Think in reverse

 Connect the unconnected

 Shift perspective

 Inventing something new

 Copying someone else’s idea and improving it

M E T H O D S O F I D E A G E N E R AT I O N

 Spot a gap in the market/answer an unmet need

 Use your own skills an interest

 Socializing

 Collaborating

 Day dreaming

 Role playing
 IDEA SCREENING

 A process used to evaluate innovative product ideas, strategies and

marketing trends.

 Idea screening criteria are used to determine compatibility with

overall business objectives and whether the idea would offer a viable
return on investment.

 Whatever idea does not meet the criteria is typically discarded

I D E A G E N E R AT I O N P RO C E S S

Idea Idea
Idea selection
generation implementation
I D E A G E N E R AT I O N P RO C E S S

Idea Idea Idea

processing and
generation capturing constructing

Measuring
Idea Idea
results and
implementation harvesting
outcome
 I D E A G E N E R AT I O N P RO C E S S

Idea
generation • Idea screening

Concept
• Marketing Strategy
development formulation
and testing

Business • Product
Analysis development

Market
testing • Commercialization
 I D E A G E N E R AT I O N P RO C E S S

Production
Prototype
Concept assistance
Idea construction Manufacture
design & (packaging,
generation & design
development branding and
development
website
 I D E A G E N E R AT I O N P RO C E S S

Seeking and Shaping Opportunities

Generating Ideas

Evaluating and Selecting ideas

Planning for Implementation