Problem-Based Ideation on New Products
Presenter: Jegan Jayabal, B.E, MBA, Vice President-Training, PDMA-India - Click here for Presenter Profile
Date: 03-November-2016 [Thursday]
Time: 11.30 AM to 12.30 PM IST
It will be devoted to the most productive concept-generating system that we know—the problem-based approach of finding and solving customers’ problems. It seems obvious and easy: Ask customers what their problems are and have a scientist put together the solution! But it’s not always so simple. Just getting customers involved is often difficult. Learning their toughest problems is more difficult, partly because they often don’t know their problems very well. Many departments of a firm may be involved, not just the technical ones. You might want to glance back, which briefly depicts the problem-based approach to generating concepts, and see how problem based ideation fits in with other methods for gathering new product concepts. But ask product managers, and you’ll find that they are passionate about identifying customer problems and figuring out how to best solve them—for them, this is fun and exciting work! Think about toy companies. The most innovative ones recognize that one cannot just ask young children what problems they experience with existing toys. But watch them playing in a room with a variety of toys and observe what appears to be missing to them and what they do about it (for example, Using the box a toy car came in as a garage), and you may be on to something!
It will help us to study many specific techniques developed by concept creators to aid them in their work. The most common approach is based on the paradigm of “find problem, solve problem,” requiring participation by many People in the firm, plus stakeholders and others outside the firm. Then, the techniques developed to spot problems. These included inputs from technical and marketing departments; (3) problem analysis as a way of involving end users and other stakeholders; and (4) scenario analysis as a way of learning about future problems.