ABSTRACT
This chapter discusses the techniques that needs assessment, scenario analysis, group creativity, attribute analysis, relationship analysis and lateral search. Concept generation represents ideation activities that a team or company undertakes to a mass valid set of product concepts. Ideation by definition is the conceiving, imagining and forming of ideas. Abraham Maslow defined creativity as being correlated with the ability to withstand a lack of structure, lack of future, lack of predictability and lack of control, plus a tolerance for ambiguity and planlessness. Creativity plays a role in all concept generation techniques and a particularly important role in the categories of brainstorming and lateral success. Product concept statement should include the three important elements of form, technology and benefits. Each product concept statement therefore should explicitly highlight the key benefits to be offered by the product, where benefit is defined as the innate need that has to be satisfied or the underlying desire for the product.
