TY - GEN
T1 - The Effects of Forced Customer-Oriented Ideation on Technical Experts
AU - Furue, Nanami
AU - Shimogo, Masako
AU - Otsuka, Aiko
AU - Yamashina, Ryota
AU - Kubota, Yoichi
N1 - Publisher Copyright:
© 2022 PICMET.
PY - 2022
Y1 - 2022
N2 - This paper aims to get exploratory deeper understanding towards actual difficulties and benefits on customer-oriented ideation process through an online half day design-thinking workshop experiment with22 in-house technical experts in a major Japanese manufacturing enterprise. The workshop consists two ideation parts; free ideation and forced customer-oriented ideation. In addition, all ideas from both ideations were evaluated by judges after the workshop. Through an analysis of answers from questionnaires collected at the workshop and evaluation points of ideas, four tendencies regarding actual difficulties and benefits on customer-oriented ideation process were caught. First, devising ideas in the customer-oriented ideation was more difficult for the participants than the free ideation. Second, proposing improvement ideas for others in the customer-oriented ideation was more difficult for the participants than the free ideation. Third, the participants feel that they could get better improvement ideas from others on the customer-oriented ideation rather than the free ideation. Fourth, Target customers were better defined and the existence of the needs seems more realistic in forced customer-oriented idea planning than free idea planning. This study tries to get to the bottom of the reason why customer-oriented ideation is difficult as well as show what the benefits such ideation has.
AB - This paper aims to get exploratory deeper understanding towards actual difficulties and benefits on customer-oriented ideation process through an online half day design-thinking workshop experiment with22 in-house technical experts in a major Japanese manufacturing enterprise. The workshop consists two ideation parts; free ideation and forced customer-oriented ideation. In addition, all ideas from both ideations were evaluated by judges after the workshop. Through an analysis of answers from questionnaires collected at the workshop and evaluation points of ideas, four tendencies regarding actual difficulties and benefits on customer-oriented ideation process were caught. First, devising ideas in the customer-oriented ideation was more difficult for the participants than the free ideation. Second, proposing improvement ideas for others in the customer-oriented ideation was more difficult for the participants than the free ideation. Third, the participants feel that they could get better improvement ideas from others on the customer-oriented ideation rather than the free ideation. Fourth, Target customers were better defined and the existence of the needs seems more realistic in forced customer-oriented idea planning than free idea planning. This study tries to get to the bottom of the reason why customer-oriented ideation is difficult as well as show what the benefits such ideation has.
UR - https://www.scopus.com/pages/publications/85139124636
U2 - 10.23919/PICMET53225.2022.9882607
DO - 10.23919/PICMET53225.2022.9882607
M3 - Conference contribution
AN - SCOPUS:85139124636
T3 - PICMET 2022 - Portland International Conference on Management of Engineering and Technology: Technology Management and Leadership in Digital Transformation - Looking Ahead to Post-COVID Era, Proceedings
BT - PICMET 2022 - Portland International Conference on Management of Engineering and Technology
A2 - Kocaoglu, Dundar F.
A2 - Anderson, Timothy R.
A2 - Kozanoglu, Dilek Cetindamar
A2 - Niwa, Kiyoshi
A2 - Steenhuis, Harm-Jan
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2022 Portland International Conference on Management of Engineering and Technology, PICMET 2022
Y2 - 7 August 2022 through 11 August 2022
ER -