Capture and evaluation of innovative ideas in early stages of product development

Purpose: The purpose of this paper is to propose a structured procedure for the capture and evaluation of innovative ideas in the early stages of product development. The procedure is designed to take account of internal and external factors affecting the value of innovative ideas. Design/methodology/approach: The proposed procedure is based on divergent and convergent approaches to innovation. Ideas are generated and captured using targeted questions and subsequently evaluated using modifications of the Kano model and failure mode and effect analysis (FMEA). Idea evaluation considers four criteria – delight, originality, market share potential and simplicity – which are used to compute an “idea priority number”. Findings: A case study looking at innovations in swimming goggles verified the validity of the proposed procedure. The procedure also supports fact-based decision making and applies a structured perspective to the innovation process that makes it easier to manage. Research limitations/implications: The case study made use of a pilot survey in which 32 customers participated. Although the case study was only intended as a demonstration of the method’s use, such a sample size could lead to unreliable results in certain cases. Originality/value: Applications of standard or expanded FMEA do not add value to a product because the main purpose of the approach is to prevent failure. The proposed inversion of FMEA logic combined with customer view via the Kano model offers a method for the structured analysis of product innovations. No similar approach to the evaluation of innovations has so far appeared in the literature.