 Idea Screening

 Definition

Screening new product ideas to spot good ones and drop poor ones as soon as
possible.
The purpose of idea generation is to create a large number of ideas. The purpose of the suc-
ceeding stages is to reduce that number. The first idea-reducing stage is idea screening, which
helps spot good ideas and drop poor ones as soon as possible. Product development costs rise
greatly in later stages, so the company wants to go ahead only with those product ideas that
will turn into profitable products.

Many companies require their executives to write up new product ideas in a standard format
that can be reviewed by a new product committee. The write-up describes the prod-uct or the
service, the proposed customer value proposition, the target market, and the com-petition. It
makes some rough estimates of market size, product price, development time and costs,
manufacturing costs, and rate of return. The committee then evaluates the idea against a set of
general criteria.

 Example:
Apple is known for carefully vetting and evaluating different product ideas before bringing them
to market, which has contributed to their success in creating innovative and popular products
such as the iPhone and iPad. By rigorously screening ideas, Apple ensures that only the most
promising and high-potential concepts are pursued, helping them maintain their reputation for
quality and innovation.

 Concept Development and Testing

1. Product Concept:
A detailed version of the new product idea stated in meaningful consumer terms. It is
important to distinguish between a product idea, a product concept, and a product image.
Aproduct idea is an idea for a possible product that the company can see itself offering to the
market.

 Example:
Another example of a product concept from a famous company in English is the Amazon Kindle
from Amazon. It transformed the way people read books with its e-ink display and access to a
vast library of digital titles.

2. Concept Development:
Concept development in the context of product design involves the process of bringing ideas to life and
refining them into tangible products. It includes brainstorming, research, prototyping, testing, and
iteration to create a successful product concept.

Concept development in product design is the process of taking abstract ideas, refining them, and
turning them into tangible products that can be brought to market. This involves steps such as
brainstorming to generate ideas, conducting research to understand consumer needs and market
trends, creating prototypes to test and refine the concept, and iterating on the design based on
feedback to ultimately create a successful product concept.

 Example:
Tesla is known for its electric vehicles and renewable energy products, which have
revolutionized the automotive and energy industries. The company has a strong focus on
innovation and constantly iterates on its design concepts to create products that are not only
visually appealing but also technologically advanced and environmentally friendly.

3. Concept Testing:
Testing new product concepts with a group of target consumers to find out if the concepts have
strong consumer appeal.

Many firms routinely test new product concepts with consumers before attempting to turn
them into actual new products. For some concept tests, a word or picture description might be
sufficient. However, a more concrete and physical presentation of the concept will increase the
reliability of the concept test.

 Example:
Example of concept testing is Procter &Gamble. P&G is known for utilizing concept testing to
evaluate new product ideas and marketing strategies for their vast range of consumer goods,
such as beauty products, household cleaners, and personal care items. By gathering feedback
from consumers through concept testing, P&G can effectively refine their product concepts to
meet the needs and preferences of their target market.