Friday, 22 November 2013

IDEA SCREENING

Idea Screening

Idea Screening is the second stage of the New Product Development (NPD) process, which helps to drop poor ideas and spot good ones in order to turn it into profitable products (Kotler et al., 2013). Decision making effectiveness at this stage is considered to play an important role in innovation success (Alam, 2003). Screening aims at evaluating new product ideas in order to eliminate those ideas that will probably not lead to successful new products and select ideas for further development that will have a substantial chance at success (Hammedi, Riel, Sasovova, 2011). An efficient screening process is executed in such a way that the activities use fewer resources while maintaining the same output quality, or yield a better output quality with the same level of input.


Examples of Idea Screening

Evo One Basketball




Evo One Basketball by Shooters Revolution is an innovative basketball installed with a micro- sensor technology which is designed to advance player performance and coach professional shooting mechanics. This company has spent years of knowledge and research into developing the world first dynamic basketball. Since 2010, they have prototyped and tested over 8 different models in order to release this product (Evo one, 2011). This product has been screened to be a revolutionary product in basketball but will it be a success at the market?


 Sweatband Headphones





These headphones have been designed to endure the intense demands of extreme sports. This product features leather ear pads, elastic sweat-absorbing headband, and interchangeable accent pieces which makes the accessories easy and affordable. This product is similar to customized products offered by Nike and Oakley, which brings out the questions, whether it will be the best option to make profit in the market?

Decision Matrix

The decision matrix assists to analyse to effectiveness of the desired products and whether or not the product should be introduced into the market. The matrix comprises of columns with the following headings: price, safety, durability, customer need, accessibility and size, raw score and the rankings. The rows on the left hand side contain the desired products and a score between 1-10 (10-highest).  

The first sport product is the Dunk Pad which helps amateur basketball players to dunk effortlessly, then the Football Puncher which is used to reduce man force as ball boys during football matches and lastly the Football App which helps customers access match passes at a touch on their smartphones.



The matrix suggests that Dunk Pad is the strongest product in the table because it scored highest in durability, customer need and accessibility and therefore would be taken to the next stage of the new product development process (NPD) .



References


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3 comments:

  1. Unknown19 December 2013 at 17:54

    You have used a good structure within your work and presented your material in a logical and progressive manner. Explaining the academic basis of this stage of the NPD process at the start is beneficial, and you have used appropriate sources. Your mid-section offers applied examples, although a little more precise detail about the practise of idea screening is advised. The final section is good and shows a clear appreciation of the main components being applied through your own ideas. Include further explanation of the assessment criteria you have used in the matrix as this will indicate an additional level of analysis in your work. Your graphics are excellent and you should include these throughout all your individual blogs.

    ReplyDelete
  2. Unknown23 December 2013 at 13:53

    Mark awarded: 80%

    ReplyDelete
  3. Unknown5 January 2014 at 13:17

    Thank you.

    ReplyDelete

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