Database Reference
In-Depth Information
out of the fragmented, and seemingly useless, bits of information we deal
with on a daily basis. Here's how it works:
In this example, we will join the product-planning group of a sock com-
pany. They're developing a plan to sell more socks in the summer months.
In undertaking a challenge of this nature, it is important that the strategy
team understand that this process actually consists of four subprocesses:
understanding the goal, defining the strategy, naming the product, and
finally identifying the key attributes of the product for advertising and
product positioning.
Understanding the goal : Our first step is to fully understand the specific
challenge. In order to do this, we normally get a group together to
brainstorm to pick the goal—and the resultant ideas—apart and then
piece them back together into a solution. Brainstorming relies on a
series of questions and answers. But what if you can't come up with
the right questions? Fortunately, IdeaFisher comes with some add-
ons in the form of various question banks. Questions are categorized
along several lines, including developing a story script; developing
a new product or service; developing a name, title, theme, or slo-
gan; and developing a marketing strategy or promotional campaign.
Because our goal is to develop a new line of socks, we will choose
developing a new product service. Here we look through a series of
questions and pick the ones most appropriate to our goal. Questions
such as: “Does the customer fit a particular category—a distinct type
of thought and behavior (a stereotype)?” “What are the customer's
relevant physical traits in addition to age and sex?” “List the person's
relevant psychographics traits. What product or service characteris-
tics are more important to this customer?”
After each question is selected, the strategy team enters its
responses and starts brainstorming. Our team brainstorms answers
such as: adult males and females of all ages; people at home and out-
side; likes to be outdoors, gardening, bird watching; socks should be
fashionable; socks should be useful in outside activities; socks should
be in a fabric that doesn't hold moisture or is hot. Once all of this is
filtered into a series of key concepts, the team is ready to target the
most relevant key concepts and move on to the next step.
After much debate, our team finally targets the key concepts of
bird watching, color coordination, gardening, moisture, and useful in
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