DREAM IT! ^SM Ideation Process

Whether you’re looking for a broad range of new directions to take your business or powerful new ideas that leverage brand equities, our proven process is customized to generate strategically focused new product ideas that will meet your objectives.
Choose from our menu of services to build a process that is comprehensive, visionary, and gets results:

• Phase 1—Scope It! ^SM Needs Assessment
  The breadth and depth of this assessment is determined by your objectives
  and budget. It often includes key management interviews, a review of existing
  research, the competitive environment, and consumer and category or industry
  trends. Phase 1 may also involve qualitative research with consumers and
  thought leaders.
  • Qualitative consumer research is custom-designed to your objectives and
    specifications. Diane Iseman & Associates provides a turnkey approach to
    recruiting and project management. Diane Iseman personally moderates all
    consumer studies.
  • Phase I deliverables include an Environmental Scan^SM report which identifies
    key issues and opportunities. Plus, a summary report of qualitative research
    presents key findings, implications, and platform recommendations. These
    reports serve as the foundation for creating a custom-designed game plan
    for the ideation session and are shared with participants as stimulus.

• Phase 2—Dream It! ^SM Customized Ideation
  Our uniquely formatted ideation session employs our own Mindercises^SM   customized games to develop strategically focused breakthrough ideas.
  Diane Iseman facilitates all ideation sessions.
  • Based on the premise that FUN is fundamental to creativity
  • Visual and sensory experiences
  • Mindercises customized games unlock the creative mindset
  • Setting: Off-site, comfortable, relaxed
  • Who attends: Creative, talented people from within your organization, ad
    agency, design firm, etc. Plus, Diane Iseman & Associates can recommend
    creative catalysts with industry expertise and outside-the-box thinking.
  • The session: Small groups to generate, large group to build
  • Deliverables: Hundreds of new seed ideas! Several ideas can be developed into
    brief concept statements at the end of the session.

• Phase 3—Spin It! ^SM Concept Writing
  Key team members sort seed ideas. Diane Iseman writes test-ready concepts
  built on consumer insights, brand positioning, and target platforms. Concepts
  can include naming and illustrations to bring more life to the ideas. The number
  of concepts is up to you. One client recently asked for 56 illustrated concepts!

• Phase 4—Work It! ^SM Consumer Feedback
  In the Work It!^SM Phase we use iterative qualitative research to rework
  and identify the most promising concepts.  

• Phase 5—Tune It! ^SM
  Diane Iseman & Associates revises, fine tunes and delivers test ready concepts
  for quantitative screening.