Idea Screening

Definition

Idea screening is the stage in the new-product development process which follows idea (or concept) generation. It often involves use of scoring models, checklists, or personal judgments and is based on information from experience and market research.

Considerations include strengths versus weaknesses, the company’s mission, market trends, and the product‘s potential return on investment.

Screening also calls for judgments that predict the organization’s ability to make the item and its ability to market the item successfully. It culminates in directions to guide technical personnel in their concept developmental efforts.[1][2]

 

References

  1. ^ American Marketing Association, AMA Dictionary.
  2. ^ Govoni, N.A. Dictionary of Marketing Communications, Sage Publications. (2004)

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