Assessing the quality of ideas from prolific, early-stage product ideation

Barry Matthew Kudrowitz, David R. Wallace

Research output: Chapter in Book/Report/Conference proceedingConference contribution

11 Scopus citations

Abstract

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).

Original languageEnglish (US)
Title of host publicationASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2010
Pages381-391
Number of pages11
DOIs
StatePublished - Dec 1 2010
Externally publishedYes
EventASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2010 - Montreal, QC, Canada
Duration: Aug 15 2010Aug 18 2010

Publication series

NameProceedings of the ASME Design Engineering Technical Conference
Volume5

Other

OtherASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, IDETC/CIE2010
CountryCanada
CityMontreal, QC
Period8/15/108/18/10

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