Chapter 5

Question 1

Problem-Based Concept Generation:

1. Determine category of interest
2. Team members undertake problem analysis (marketing and technical staffs pool expertise; stakeholder contacts; search of service records, sales calls, idea files, etc.; scenario analysis)
3. Pool problems
4. Screen problem pool to acceptable problem set
5. Undertake-problem solving efforts
6. Choose acceptable solutions and prepare concept statements.

Answer 1

No Answer

Question 2

General Procedure for Problem Analysis:

1. Determine product or activity category for study.
2. Identify heavy users.
3. Gather a set of problems associated with product category.
   - Avoid “omniscient proximity” (when users face a minor problem frequently so it is the first one mentioned) – rate the importance of benefits and levels of satisfaction.
4. Sort and rank the problems according to severity or importance.

Answer 2

No Answer

Question 3

Solving the Problem:

• Group creativity methods/brainstorming
• Principles of brainstorming
  a. Deferral of judgement
  b. Quantity breeds quality
• Some rules for a brainstorming session
  a. No criticism allowed
  b. Freewheeling – the wilder the better
  c. Nothing should slow the session down
  d. Combination and improvement of ideas

Answer 3

No Answer

Question 4

Electronic brainstorming: A form of brainstorming assisted by group support systems (GSS) software that can overcome limits of traditional brainstorming, as participants can answer at the same time and anonymously.

Answer 4

No Answer