It can be argued there is a science to ideation; it's not "strictly" throwing caution to the wind. Increasingly, companies are looking to consumers for innovative ideas. Columbia Business School's Olivier Toubia and Marshall School of Business' Lan Luo have designed an approach to consumer ideation that shirks the traditional one-size-fits-all model to extract "better quality ideas from consumers and. . . to inform new product and service development."
In Fostering Consumer Performance in Idea Generation, Toubia and Luo write, "As firms. . . increasingly seek out consumers' ideas in various domains, they will encounter individuals with different levels of domain-specific knowledge." With consumer segments at different ends of the knowledge spectrum come challenges in extracting insights.
The study outlines a customizable technique to mitigate such obstacles for enhanced consumer performance in idea generation. It also explores ways to apply a customized system to open online innovation platforms, a practice more and more brands are using (i.e. My Starbucks Idea). READ MORE
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