winovation credential
DESCRIPTION
TRANSCRIPT
WI•NOVATION®unique recipe for ideation
Every marketer faces a market truth that:- Products are increasingly
commoditized- Market is hence more & more
competitive
Brands are pushed to come up with new news quickly and product life cycle is shortened
INNOVATION WINS!
And obviously, the first and upmost important step for a proper product innovation is to generate new ideas
IDEATION COMES FIRST!
An new PATENTED qualitative research tool invented by WIMI, specifically for ideation…
WI•NOVATION®
Intellectual Property Bureau of the PRC
The 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 Professional
THE QUAD
The first time to bring in all 3 different perspectives: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 creation
3) Client Side Professionals to contribute based on their profound knowledge of the product category and also a balancing power of creativity vs. feasibility
THE QUAD
Definition of participants:- Consumers
-A friendship pair-At least one of them is 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
-At least non-rejector of the product-Client Side Professional
-Related staff from marketing, research, product development and even advertising agency
THE QUAD
A sharing session by the Consumers (and probably by the Art & Design Professional) on needs & wants, usage experiences, dissatisfactions & unmet needs, related knowledge, belief and attitude
Also an interactive process for Client Side Professional to understand target consumers
Achieving an alignment on key, basic understanding as the food for thoughts to carry on
THE INSIGHT
It is true that good ideas can come anytime and all in a sudden, anywhere and out of nowhere
However, with specific task force formed, we have to make sure the participants able to unleash their creativity at the specific time and place
Hence, we have developed our own approach to stimulate creativity in 5 different directions
Through proper introduction of the directions, examples sharing and probing, moderator helps the task force to start their “creative engine”
THE IDEATION
Direction 1: Maximization & Minimization
An approach to go EXTREMEBy enlarging or reducing certain aspect to the limit (not just size)
THE IDEATION
Direction 2: Reverse Thinking
What it is? WHAT IS NOT?
Coca-cola is liquid, not solidBiscuit is crunchy, not soft
BUT WHY NOT?
THE IDEATION
Direction 3: Combination & Separation
Function-oriented innovation
Combination – the pursuit for multiple benefits
Separation – the pursuit for simplicity, purity
THE IDEATION
vs.
vs.
Direction 4: Perfectioning
Things are not never perfect in our world and perhaps a very common experience:
When you eat a nice dish in a restaurant – “Ah, it would just perfect if it could be more spicy…” or;
When you buy a nice coat – “Ah, it would just be perfect if it could trim a little bit on the waist line…”
A free flow of thoughts to change, add-on or disregard some details, accessories
The desire to IMPROVE & CUSTOMIZE for oneself
THE IDEATION
Direction 5: Crossing Over / Fusion
Bold ideas requiring cross categories mixing – often involving out-of-the-box thinking
A desire to EXPERIEMENT
THE IDEATION
thank you