The True Definition of Ideation

 

The True Definition of Ideation


What is Ideation?

Ideation is the process of generating fresh ideas that can be transformed into innovative solutions. In the context of product innovation, ideation sets the foundation for everything leading up to product launch. See it as brainstorming with a more solution focussed approach. These can be ideas for starting a new business, a new product, new content, or even just inventive ways of talking about or marketing an existing product or service. You may have completed some brainstorming yourself. The difference is, with ideation, you’re pushing yourself and others to think differently and identify where you can better add value.

Ideation can be applied both internally and externally.

When ideation is used internally, businesses seek to gather ideas from their employees, who work on and develop the products and services. Internal ideation often consists of group activities such as brainstorming sessions and prototyping (depending on the industry).

When ideation is used externally, businesses usually target their pool of existing customer since who knows their product better than those who actually use it!? Customers have the knowledge to provide businesses with ideas on product/service improvements, so most external ideation efforts are directed this way.

How Ideation Can Help Your Business

Ideation is one of the most necessary components of a business strategy, and if you don’t have a process for ideation, it’s unlikely that your business will see constant improvement and will therefore be unable to deliver what your customers actually want.

While it’s important to get ideas internally, it’s more important that ever to get ideas from your customers.

Your customers are the ones who actually buy and use your product or services, so being able to deliver what they actually want is the key to success. Getting ideas from existing customers will not only help you retain the customers that you already have, but it will allow you to transform your products and services into more attractive options for other consumers.

What this means is that you need a viable way to collect customer feedback and a way to analyze this information so that you can draw conclusions about what customers want.


Ideation generates ideas to improve products and services

As discussed above, gathering feedback on existing products and services is one of the most important aspects of a business, and is a core component of external ideation.

A successful company needs to be open and agile in their business approach; it’s about consistently adapting to the needs and desires of the customer.

To successfully design a customer-centered product or service, you need to know what it is that your customers are looking for. Once you know what it is that your customers actually want, you can improve your products and services and stay ahead of the curve.

An example would be learning that your customers are demanding to access your website via their smartphones and think you should make your website more mobile responsive. With this feedback, you can work to improve your website and deliver a better customer experience.

Ideation generates ideas for future product/service development

What will be your businesses next big product or service release? How do you know that it’ll do well? Is there a demand for it?

Well, ask your customers! Or better yet - just listen to them, then ask questions.

If you provide a space for your customers to share ideas, you might be surprised at just how many good ideas there are out there. Why hire staff to come up with great new ideas when you can crowd-source knowledge and get ideas straight from the people who spend the money?

Ideation increases customer engagement

Customer engagement refers to the methods by which a business reaches out to its customers in order to establish a relationship and increase brand loyalty. Connecting with customers and asking for their input on products/services is one of the best ways to engage a customer.

Customers want to be heard and they love it when businesses look to them for ideas. One of the best ways to keep your customers engaged is to ask them for their ideas, opinions and feedback on your products and services.

Ideation can help improve customer loyalty

Statistics show that price, while important, isn’t the only reason why customers feel loyal towards a brand. In fact, 80% of customers are willing to pay more for a better customer experience. So, price aside, other factors that can increase brand loyalty are:

  • Value

  • Quality

  • Experience

All of the factors that increase brand loyalty can be increased and improved through ideation. It’s as easy as simply asking your customers what you can do to improve. Asking is caring - something that a lot of customers feel they don’t get too much of. 68% of customers who left a business actually left because they felt the business didn’t care about them. So asking is really the first step in fostering a sense of loyalty around your brand.



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