Online ideation: faster, better and cheaper?

Douwe Rademaker
Continental Europe, Research International, France

Luc Rens
APAC, Research International, Singapore

INTRODUCTION

If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is hot.

But, what makes the upside-down ketchup bottle, the Smart car, the Toyota Prius and the Nintendo Wii successful innovations? And why are some companies better able to come up with successful innovations than others? A part of the answer to these questions depends on whether you as a company have a well defined innovation process in place.

Ideas are an important kick-off in any innovation process. Different studies show that you need on average 60 ideas for one successful product launch (see Figure 1).