Idea screening

 

Idea screening is defined as an evaluative process in which developers review product ideas, strategies and current market trends (Business dictionary, 2013)

The need to screen ideas using various screening criteria is important as it determines the compatibility of the chosen products with the overall business objectives of the organisation and therefore indicates whether the product(s) have the potential to be successful.

Berens (1972) suggests that using a decision matrix approach is a positive way of screening ideas as it is customer focused, this is because the various criteria are based largely on the customer. In addition using a decision matrix increases efficiency when developing a product as a consequence of the structured and precise format. Chou (2008) states how objective decision making is more effect than subjective as it allows individual attributes to be assessed this reinforces how the decision matrix allows for an easier group decision process, as it allows the group to make an objective decision. Lastly the information from the decision making process is clearly documented.

When brainstorming in the idea generation stage three products were shortlisted as potential products to develop; these were collision sense, The Kit tracker app and the home circuit trainer app, therefore these three products were evaluated using the decision matrix (see appendix) Despite the kit tracker app and the home circuit trainer app’s both appearing relatively cheap to produce it was decided in this stage that the market size was to low and that competition within both areas were already high.

It was decided that the collision sense product would be taken further in the development stage as the results showed it  had the best raw and weighted score and therefore was the obvious choice for further product development, this was mainly due to the lack of competition within this area of sport product/technology and the profit potential of the product due to the increasing numbers and investment within televised sport. This enabled the identification of the products versatility as it can be multi-functional in a holistic range of sports; it offers an entertainment element that can increase spectator satisfaction, make sports such as football fairer whilst enabling another dimension in elite sport analysis.

To conclude the decision matrix allowed for a number of areas of each product to be evaluated and allowed for an efficient decision to be made when choosing the product to develop further.

Appendix

Reference list-

Berens, J. S. (1972). A decision matrix approach to supplier selection. Journal of Retailing, 47(4), 47-53.

Business Dictionary. (2013). Available: at http://www.businessdictionary.com/definition/idea-screening.html. Last accessed 19/11/13

Chou, S. Y., Chang, Y. H., & Shen, C. Y. (2008). A fuzzy simple additive weighting system under group decision-making for facility location selection with objective/subjective attributes. European Journal of Operational Research, 189(1), 132-145.