Market Opportunity Identification Using Creative Visualisation

2014 Fiscal Year Final Research Report

• Project/Area Number: 24530546
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Commerce
• Research Institution: Tottori University of Environmental Studies
• Principal Investigator: ISONO Makoto 鳥取環境大学, 経営学部, 准教授 (50550050)
• Co-Investigator(Kenkyū-buntansha): YAEGASHI Kazaru 立命館大学, 経営学部, 教授 (40318647)
• Project Period (FY): 2012-04-01 – 2015-03-31
• Keywords: 新製品開発 / アイデア / 創造性 / 視覚化 / アナロジー / 複数アイデア

Outline of Final Research Achievements

Generating a new product idea that leads to identification of a market opportunity in the new product development is critical. This study focuses on visualization as a creative cognition approach and examines the effect and nature of the use of visualization for the realization of idea creativity (novelty and meaningfulness) in the new product idea development through experimental studies.
The results from the two types of experiments indicate that the use of idea visualization can be effective to realization of idea novelty, and this effect is independent to that of the use of analogical transfer or multiple idea generation, which are different types of creative cognition approaches.

Free Research Field

マーケティング