Marketing Idea Generation

Marketing Idea Generation is nothing but about generating marketing ideas. Marketing Idea Generation research is used to develop new products or modify existing products. Generating ideas in every Marketing Idea Generation activities based on consumer feedback is the most productive way to design or modify products. This type of research usually takes place in the form of focus group sessions designed to brainstorm with customers.

Marketing Idea Generation can often be a neglected component of new product development efforts. Large enterprises invest heavily in R&D, yet the emphasis always seems to be pure research and process development that is confined to engineers. Marketing Idea Generation for marketing strategy building must come outside the walls of the lab and permeate the enterprise. 

Successful Marketing Idea Generation is part of the hunt for the vastly superior undiscovered idea, and it is a secret ingredient in the opportunity scanning process. They systematically mine scores of innovative ideas that lie within their experience, intelligence and natural creative abilities. In working with clients, they follow a set of fundamental principles that are keys to generating a number of ideas in the opportunity scanning process. 

Marketing Idea Generation is an important component of marketing information. Marketing Idea Generation process focus on thinking, and employ marketing information from many sources. Marketing strategy and decision-making involves hard facts - data - and, it involves ideas or creative thinking. Call it brainstorming, ideation, idea-generation, or think tank, but the last name is Marketing Idea Generation. The process is important to developing on-target strategy that reaches consumers, customers, and prospects.

There must first be a list of goals to serve as Marketing Idea Generation targets. They start with a generic list of goals for idea generation, and then add to it. Client management participates in creating the target goals. This step may be repeated several times throughout a project. Recruit a broad spectrum of people into the Marketing Idea Generation and brainstorming process. Include customers, suppliers, sales people, and front line employees. When group ideation in underway, not all participants need to be involved at once. They've found that for oral group sessions the ideal number is 7 to 9, for other methods, e.g. electronic meeting rooms, a larger team can be involved at the same time.

A set of creativity tools must be deployed and made available. The trick is to provide a number of Marketing Idea Generation tools that individual participants can use as desired. In groups, this same flexibility can be allowed, although structured brainstorming group exercises can be valuable. For group sessions, clear ground rules must be followed. 
Use both group interaction and solo idea generation work. Group interaction has limits. Individual work using qualitative market research depth interviews are often more valuable, as it forces team members to think independently.