AKA | N/A |
Classification | Idea Generating (IG) |
First developed by Richard Vaughn (1978), the idea grid is considered an effective idea-generating tool because it provides an instant visualization of a potential market niche or an opportunity for marketing a new product. Ideas are generated when each grid quadrant is analyzed for product positioning options in comparison to the competitors' researched product positions on the idea grid.
To identify a marketing opportunity and develop the appropriate strategy.
To properly position one's product in the market.
To reposition existing products and services.
→ | Select and define problem or opportunity |
→ | Identify and analyze causes or potential change |
→ | Develop and plan possible solutions or change |
Implement and evaluate solution or change | |
Measure and report solution or change results | |
Recognize and reward team efforts |
Research/statistics | |
Creativity/innovation | |
Engineering | |
Project management | |
Manufacturing | |
1 | Marketing/sales |
Administration/documentation | |
3 | Servicing/support |
2 | Customer/quality metrics |
Change management |
before
Information Needs Analysis
Case study
Interview technique
Comparison Matrix
Different point of view
after
Bechmarking
Gap analysis
Idea borrowing
Consensus Decision Making
Presentation
Explanation of idea grid quadrant designations:
High involvement—Data and perceptions of high cost products. Example: Cars, trucks, appliances.
Low Involvement—Data and perception of low cost products. Example: Household items, books, supplies.
Think—Customer collects hard facts, specifications, consumer report-type data to decide on product.
Feel—Customers are emotionally involved; feelings play a large role in the decision to purchase.
STEP 1 The marketing team first completes the usual data collection process to acquire competitors' product information, marketing data, and product quality and performance data in order to position competitors on the idea grid.
STEP 2 The team next studies the idea grid and considers the four alternatives for the positioning of the product. See example "Easystats" Primer for Statistics Courses.
Background information: Required statistics courses in university degree programs are perceived as difficult by math haters. The team has reviewed five different textbooks on statistics and found all five to be difficult reading. Therefore, a need exists to provide an "Easystats" primer to assist students in the learning process.
Idea grid quadrant analysis:
Alternative 1: High involvement with Think
Convert the idea of an "Easystats" primer into a computer-based training program for students to pace themselves through statistics. Disadvantage: High program cost, requires computer equipment.
Alternative 2: High involvement with Feel
Create an interactive, study-group workshop using "Easystats" primer materials. This option requires group meetings. Benefits are instant communication and clarification.
Alternative 3: Low involvement with think
Market the "Easystats" primer as a supplement to various textbooks on statistics. Disadvantage is that student may think this supplement to be optional.
Alternative 4: Low involvement with feel
Market the "Easystats" primer as a stand-alone text with an easy to understand step-by-step set of instructions and examples. The "Easystats" primer drives out anxiety and allows students to enjoy the course.
STEP 3 Finally, the team reaches consensus on the positioning of the "Easystats" primer as shown in this example.