Application Task #1: Define your opportunities as the basis for ideation

  • As a result of the customer discovery you should have a range of new insights about your topic at hand, they should represent what you have learned from the research
  • Translate those insights into so called “opportunity areas”
  • Look at your insights in its entirety. See if some are leading to a similar direction and decide to combine them or re-group them
  • Articulate an opportunity for each of the groups in a way that point to the assumed potential for innovation – defining the possible solution space
  • Try to formulate a sentence for each opportunity area that sounds like an appeal. Play with imperatives.

As an example – in a project for a fashion retailer, two of the insights that have been generated from the deduction of the field research about their customers shopping behavior were:

  • “Every woman is also a daughter.”
  • “Together it’s more fun.”

Those two insights combined, as well as a couple of others that pointed in that direction, led to the following articulation of an opportunity area:

  • “Give space for collaborative activities.” 

This opportunity area can be split up into a range of ideation questions in the next step and ultimately filled with ideas in the idea generation.

Note: the boundary between the formulated insights and the opportunity areas is often blurred. The actual difference consists mainly in the way they are articulated.

Please reflect here with your peers

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This forum is restricted to members of the associated course(s).