Innovation Management – Shaping Innovation from Idea to Concept

Innovations are an important success factor for companies. Our web-based tool provides a cost efficient process to continuously feed the innovation pipeline and pretest a subset of concepts with consumers. The tool elaborates idea generation and helps to advance the qualification process and to increase product success rate. It does so by institutionalizing the screening process involving an idea pool. Employees and special customers are involved on a regular basis. This way the business will never run out of promising ideas.




The process is described in the following. Ideas are generated by research & development as well as marketing employees and submitted in a web-based format. Any idea submitted will be controlled to identify similar or redundant concepts and checked for completeness, clarity and concision. If an idea is found not qualified for testing, the author will be informed by e-mail and asked to revise and re-submit his or her idea. Eligible ideas are approved and submitted to review. All employees are requested to rate approved ideas in a web-based structure following defined criteria. A special team selects the best-rated ideas in defined intervals. These selected ideas are exported, set up as concepts, translated into all relevant languages, and submitted to consumer concept screening. Selected consumers are shown one concept each in an web-based questionnaire and are asked to answer a list of questions concerning the concept. Additionally, consumer input on new ideas is generated. The motivation text is similar to: "Do you have ideas for new products? Imagine that your are an inventor and you have been asked to come up with ideas. Think about what your new product would be like. Please consider products like the one you have seen in this test only. Please describe your ideas in as much detail as possible" Consumer input is fed into the pipeline and the process begins anew.