Six Sigma Tool Navigator: The Master Guide for Teams

2017-07-07 02:10:07

AKA

N/A

Classification

Idea Generating (IG)

Tool description

First developed by Richard Vaughn (1978), the idea grid is considered an effective idea-generating tool because it provides an instant visualization of a potential market niche or an opportunity for marketing a new product. Ideas are generated when each grid quadrant is analyzed for product positioning options in comparison to the competitors' researched product positions on the idea grid.

Typical application

To identify a marketing opportunity and develop the appropriate strategy.

To properly position one's product in the market.

To reposition existing products and services.

Problem-solving phase

→	Select and define problem or opportunity
→	Identify and analyze causes or potential change
→	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
	Creativity/innovation
	Engineering
	Project management
	Manufacturing
1	Marketing/sales
	Administration/documentation
3	Servicing/support
2	Customer/quality metrics
	Change management

links to other tools

before

Information Needs Analysis

Case study

Interview technique

Comparison Matrix

Different point of view

after

Bechmarking

Gap analysis

Idea borrowing

Consensus Decision Making

Presentation

Notes and key points

Explanation of idea grid quadrant designations:
- High involvement—Data and perceptions of high cost products. Example: Cars, trucks, appliances.
- Low Involvement—Data and perception of low cost products. Example: Household items, books, supplies.
- Think—Customer collects hard facts, specifications, consumer report-type data to decide on product.
- Feel—Customers are emotionally involved; feelings play a large role in the decision to purchase.

Step-by-step procedure

STEP 1 The marketing team first completes the usual data collection process to acquire competitors' product information, marketing data, and product quality and performance data in order to position competitors on the idea grid.

STEP 2 The team next studies the idea grid and considers the four alternatives for the positioning of the product. See example "Easystats" Primer for Statistics Courses.

Background information: Required statistics courses in university degree programs are perceived as difficult by math haters. The team has reviewed five different textbooks on statistics and found all five to be difficult reading. Therefore, a need exists to provide an "Easystats" primer to assist students in the learning process.

Idea grid quadrant analysis:
- Alternative 1: High involvement with Think
  
  Convert the idea of an "Easystats" primer into a computer-based training program for students to pace themselves through statistics. Disadvantage: High program cost, requires computer equipment.
- Alternative 2: High involvement with Feel
  
  Create an interactive, study-group workshop using "Easystats" primer materials. This option requires group meetings. Benefits are instant communication and clarification.
- Alternative 3: Low involvement with think
  
  Market the "Easystats" primer as a supplement to various textbooks on statistics. Disadvantage is that student may think this supplement to be optional.
- Alternative 4: Low involvement with feel
  
  Market the "Easystats" primer as a stand-alone text with an easy to understand step-by-step set of instructions and examples. The "Easystats" primer drives out anxiety and allows students to enjoy the course.

STEP 3 Finally, the team reaches consensus on the positioning of the "Easystats" primer as shown in this example.