创意研讨会

什么是创意？创意研讨会是什么？

In both the consumer and B2B marketplace, the goal of ideation (or the ideation process) is not just to generate ideas. Instead, it should focus on how to best satisfy any unmet needs of your customers.  An ideation workshop involves a creative process to address this challenge. In many respects, it is similar to what is often called a brainstorming session. Ideally, it leads to the development of improved or previously unimagined new products or line extensions. Market 研究 can be used as a preliminary step to learn what consumers need or desire to do easier, faster, cheaper, or more effectively. Personal interviews, focus groups, online or telephone surveys are just a few methods that can help to uncover some of these needs. The gist of the questions would revolve around “what else would you like…?” 

您如何开展创意研讨会？

最早的任务之一是找到一位合格的主持人——几乎总是一位有组织此类练习经验的公司外部专业人士。接下来，为了获得尽可能广泛的反馈，应邀请组织内部的 8 到 12 名成员参与。他们应该具有多种特征或特性，例如性别、年龄段、管理级别、工作职能。在研讨会上，所有个人及其想法都应得到平等对待，不加评判或偏见。参与者可能彼此不认识，除了名字之外，不需要进一步的身份证明。

• There are several commonly used personality “tests” that help to place people into certain categories. Myers-Briggs, for example, asks a set of questions after which people are assigned to one of 16 personality types, some of whom may be more introverted, extroverted, intuitive, analytical, or creative.

可以设置规则或限制来迫使人们以新的和不同的方式思考。例如：

• 如果由于短缺或价格上涨，您无法使用某些成分或材料来生产产品，该怎么办？
• 如何才能用一半的时间或成本完成一项任务？
• How would a company in another industry address the problem?

会议主持人通常会在会议室准备以下物品：

• 不同颜色和尺寸的便利贴
• 挂图
• 白板
• 不同颜色的标记
• 玩具、物品或游戏可以缓解紧张情绪，营造有趣的氛围，激发创新思维

创意研讨会的成果应该是什么？

At some point, usually with an hour to 90 minutes, many ideas will have emerged, and the pace of new ones will diminish. It should be possible to group them, discuss them, and then evaluate and rank them according to internally agreed-upon criteria (e.g. solves a common user problem, is feasible, and can be produced within a reasonable time or cost limit).

Since the goal is to fulfill unmet customer needs and desires, there is really no limit to how many options should be pursued. But from a practical point of view, perhaps just a handful should be further explored in terms of resources required and potential return on investment.

Ultimately, terrific ideas for innovative new products or services that solve problems for your customers will be the outcome.