In a world where the competitiveness among organisations is so ferocious and the access to data is so similar, it is the Quality of Ideas organisations are able to generate what represents a key trigger to deliver business impact, differentiate from competitors and succeed in the market. However, contrary to what would be expected, most organisations still lack an understanding of what constitutes a quality idea and what is needed to generate one so the objective of this study is to unpack the constructs needed to generate high quality ideas. It maps state-of-the-art research along with practical case studies with multinational organisations in order to establish the importance of stimulating, supporting and implementing a structured idea generation process to deliver business impact.

1. How to generate high quality ideas:
A Synthesised Idea Generation Framework to
deliver Business Impact
Dr Marta Perez | UX Researcher| Telefónica I+D

2. Me Telefónica I+DAura
WHO I AM & WHAT I DO
©Marta Pérez García 2017

3. In a world where competitiveness is so
ferocious and access to data is so similar…
what is the next differentiator?
©Marta Pérez García 2017

4. IDEAS
©Marta Pérez García 2017

5. Barczak et al. Trends and Drivers of Success in NPD Practices (2009)
If companies want to succeed
in the next decade, they will need
a formal idea management process
WHAT IS THE PROBLEM AND WHY IS IT IMPORTANT?
©Marta Pérez García 2017

6. LOOKING BACKWARDS: WHAT HAS BEEN DONE SO FAR?
The evolution of models in Design Driven Innovation practices (Perez, 2016)
Since the 1960s, more than 25 models have been
generated to drive creativity and innovation forward
Most of these models share very similar phases
and outcomes
Constantly reinventing the wheel represents a key
challenge to establish a common Design Driven
Innovation process
©Marta Pérez García 2017

7. What’s a good idea?
©Marta Pérez García 2017

8. ©Marta Pérez García 2017
HOW HAS IDEA QUALITY BEEN DEFINED OVER THE LAST 50 YEARS?
Success Metrics for assessing Idea Quality, by Perez and Bolton (2016)

9. What are the current challenges
in Idea Generation Practices?
©Marta Pérez García 2017

10. ©Marta Pérez García 2017
FACTORS THAT IMPACT ON IDEA GENERATION PRACTICES
Lack of a set
Evaluation Criteria
Lack of appreciation of
Group Facilitation
Overreliance on Group
Brainstorming
Tendency to undertake
Informal practices

11. What are the constructs
to generate a quality idea?
©Marta Pérez García 2017

12. KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA
Iterative idea generation & development
that combines individual & collective thinking
©Marta Pérez García 2017

13. Pursuing Quality over Quantity
in Idea Generation
©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

14. ©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA
Putting time and resources in the
Preparation for Innovation

15. Establish a Set Idea Evaluation
Criteria to determine Idea Quality
©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

16. Design, Develop & Use
Bespoke Visual Templates
©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

17. Develop High Quality Stimulus Data
to trigger inspiration & drive
insight-grounded thinking
©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

18. Use and promote a
Common Terminology
©Marta Pérez García 2017
KEY CONSTRUCTS TO DEVELOP A QUALITY IDEA

19. • It synthesizes work from the last 60 years, bringing together well established and
effective practices
• It defines what is a Quality Idea
• It identifies the Constructs needed to develop a Quality Idea
WHAT IS THE VALUE OF THIS SYNTHESIZED IDEA GENERATION FRAMEWORK?
©Marta Pérez García 2017

20. 20% better quality ideas
viable, unique & business fit
WHAT IS THE BUSINESS IMPACT
OF THIS FRAMEWORK?
©Marta Pérez García 2017

21. Thank you!
©Marta Pérez García 2017

22. Marta.perezgarcia@telefonica.com
Twitter: @Bupili
Linkedin: Dr Marta Perez
Dr Marta Perez
UX Researcher
Telefónica I+D