TY - GEN
T1 - Assessing the quality of ideas from prolific, early-stage product ideation
AU - Kudrowitz, Barry Matthew
AU - Wallace, David R.
PY - 2010
Y1 - 2010
N2 - The goal of many idea generation techniques, such as brainstorming, is to generate a large quantity of ideas with the hopes of having a few outstanding novel ideas that are worth pursuing. The output of such sessions is a large number of rough concept sketches, which require a rapid means of screening to select a manageable set of promising ideas. In this study we develop and test metrics for evaluating large quantities of early-stage product idea sketches. In total, 1767 ideas for three different product themes were used as a test bed. With our findings, we suggest three independent qualities that fully describe an innovative product idea: creative (as a subjective judgment), useful (as defined as having practical applications), and feasible (as determined by experts). Reviewers' subjective ratings of idea creativity had a strong correlation with ratings of idea novelty (r2=.80), but negligible correlation with idea usefulness (r2=.16). The clarity of sketch positively influenced ratings of idea creativity. Another interesting finding is that the quantity of ideas generated by the individual subjects had a strong correlation with that subject's overall creativity scores (r2=.82) and novelty scores (r2=.85), but had weak correlations with that subject's usefulness scores (r2=.38).
AB - The goal of many idea generation techniques, such as brainstorming, is to generate a large quantity of ideas with the hopes of having a few outstanding novel ideas that are worth pursuing. The output of such sessions is a large number of rough concept sketches, which require a rapid means of screening to select a manageable set of promising ideas. In this study we develop and test metrics for evaluating large quantities of early-stage product idea sketches. In total, 1767 ideas for three different product themes were used as a test bed. With our findings, we suggest three independent qualities that fully describe an innovative product idea: creative (as a subjective judgment), useful (as defined as having practical applications), and feasible (as determined by experts). Reviewers' subjective ratings of idea creativity had a strong correlation with ratings of idea novelty (r2=.80), but negligible correlation with idea usefulness (r2=.16). The clarity of sketch positively influenced ratings of idea creativity. Another interesting finding is that the quantity of ideas generated by the individual subjects had a strong correlation with that subject's overall creativity scores (r2=.82) and novelty scores (r2=.85), but had weak correlations with that subject's usefulness scores (r2=.38).
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U2 - 10.1115/DETC2010-28991
DO - 10.1115/DETC2010-28991
M3 - Conference contribution
AN - SCOPUS:80054992439
SN - 9780791844137
T3 - Proceedings of the ASME Design Engineering Technical Conference
SP - 381
EP - 391
BT - ASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2010
T2 - ASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2010
Y2 - 15 August 2010 through 18 August 2010
ER -