Opinions on the degree of required formalization for innovation processes vary widely. While one group argues that innovation can not be engineered because it is the outcome of a creative processes others belief that it is possible to set-up highly formalized processes that lead to innovative products and services. No matter what group one belongs to, it is reasonable to use well-established methods and tools that support in innovation development.

“Market research methods for innovation development” is a paper written by Dennis List from the University of South Australia which looks at the variety of established and emerging market research methods for researching innovations. The methods are grouped into (1) understanding customers, (2) idea generation, (3) concept testing and (4) estimating market size, growth and composition. The methods for each group are:

Understanding customers

• Empathic Design
• Observation
• Customer visits
• Ethnography
• Alien interviewing
• ZMET (Metaphor Elicitation)
• Codiscovery conference
• Information acceleration

Generating Ideas

• Brainstorming and synectics
• Templates of product change
• Morphological analysis
• TRIZ
• Nominal group technique (NGT)
• Scenario planning
• Lead users
• Secondary research
• Lateral Thinking
• Ignoring customers

Concept Testing

• Storyboarding
• Customer Idealized Design
• Charrette
• Usability testing
• Consumer clinics
• A-B testing (formal experiments)
• Consensus groups
• House of Quality / QFD

Estimating market size, growth and composition

• Test marketing
• Delphi method
• Expeditionary marketing
• Tracking surveys
• Simulation
• Forecasting
• Monitoring, response techniques

Each of the methods is explained briefly and limitations are discussed. Most important the article provides further references for each of the methods.

Download the full paper.

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