Quality over quantity: take the right approach to innovation evaluation
At the beginning of the idea evaluation process, it is important to first come up with as many different ideas as possible. The principle of quantity before quality still applies here, regardless of how crazy and unrealistic the ideas appear at first sight. To generate something really new and innovative, the idea development and idea evaluation should be regarded as two separate processes. A good method for evaluating ideas is to have an idea evaluation checklist.
Evaluating and selecting ideas
Only in the idea evaluation and selection phase is it time to critically question and discuss the ideas, and then filter out the best ones. Questioning, doubting, even voicing pessimism is not only acceptable, but expressly desired.
There are numerous methods for evaluating a (previously) developed idea. A helpful tool can be a target-based or solution-oriented list of questions. The collected ideas are considered in terms of the overall objectives and rated on a scale. The more concrete the objectives are, the more precisely the applied evaluation criteria can be defined.
A checklist for evaluating ideas can include the following questions:
- Does the idea generate added value for our customer? (Customer orientation)
- Is there a need for the idea? (Market orientation)
- Is there a guarantee of long-term benefit? (Sustainability of the USP)
- Does the idea fit the values and vision of our brand? (Brand fit)
- Can the idea be implemented with the resources available? (Implementability)
- Is the risk factor acceptable? (Risk)
Idea evaluation as a matrix
If the criteria for idea evaluation can be reduced to two particularly relevant aspects from the list of questions, the use of a 2-by-2 matrix with two evaluation axes would then be ideal. This makes it possible to evaluate and prioritise ideas both in themselves and against each other. A WOW-HOW-NOW matrix offers this possibility for idea evaluation. Read in the Trend Speed Dating how you can use this matrix for evaluating ideas.