Ideation & Discovery

This phase is the foundation of technology development, where new ideas are generated, explored, and aligned with environmental challenges and market demands. It sets the stage for innovation by identifying opportunities that can be transformed into practical solutions through subsequent development phases. Ideation & Discovery leverages structured tools and user insights to ensure ideas are both creative and feasible.

Three key activities have been identified within Ideation & Discovery:

  1. Market Research: Market research is the systematic gathering of data on customer needs, industry trends, and competitive landscapes. It provides a reality check for ideas, and ensures they address actual problems and meet user expectations, forming the basis for all subsequent development. The process begins here, with market research feeding into idea generation (data informs creativity), and customer insights refining ideas based on user needs. Feedback loops ensure continuous alignment with market realities.
  2. Idea Generation: Idea generation is based on structured frameworks to analyze problems and develop innovative concepts. Building on market research, idea generation transforms insights into actionable solutions. It bridges the gap between identified needs and creative problem-solving.
  3. Customer Insights: Gathering customer insights is important for mapping customer pain points and value creation to refine ideas. This category connects market research and idea generation by focusing on the user experience, ensuring solutions are tailored to specific needs and preferences. All activities may focus on identifying opportunities for new technologies or services, refining existing concepts, or integrating solutions to address environmental challenges.

Market Research

Market Research

Idea Generation

Idea Generation

Customer Insights

Customer Insights

Market Research Phase: Understanding the Landscape

The Market Research phase gathers data on customer needs, industry trends, and competitive landscapes to provide a reality check for ideas. It ensures concepts address actual problems and meet user expectations. This stage systematically collects and analyzes market information to inform idea generation. It establishes a factual basis for innovation by identifying gaps and opportunities, feeding insights into subsequent phases.


Market Research Tools
Component Purpose Relevant Tools Description Way When

Data Collection
  • Systematically gather market and customer data inform idea generation
  • Help identify market gaps and opportunities
  • Reduce guesswork and assumptions, increasing the likelihood of viable solutions

Checklist for Market Research

A structured list of steps to collect data on markets and customers

Follow the checklist to research trends, competitors, and needs

Early Market Research, when starting the process

Customer Preferences
  • Capture customer needs and expectations
  • Improve customer satisfaction potential by prioritizing features that matter most to users
  • Minimize development risks by validating ideas against actual preferences early on

Voice of the Customer (VOC)

A method to gather preferences via surveys or interviews

Conduct surveys or interviews with target users

Mid to Late Market Research, after initial data gathering

Idea Generation Phase: Creating Innovative Concepts

The Idea Generation phase develops innovative concepts by analyzing problems with structured frameworks. It transforms market research insights into actionable solutions. Building on the data from Market Research, this stage uses creative tools to bridge identified needs with problem-solving. It focuses on generating and refining ideas that are both novel and practical.


Idea Generation Tools
Component Purpose Relevant Tools Description Way When

Problem Solving

Resolve contradictions systematically

Introduction to TRIZ

A methodology using universal principles for innovation

Apply TRIZ principles to analyze and solve problems

Early Idea Generation, when defining solution approaches

Framework-Guided Ideation
  • Guide problem-solving with a framework to refine new or existing concepts
  • Increase efficiency by streamlining the brainstorming process

TRIZ Template

A worksheet guiding application of TRIZ principles

Fill out the template to brainstorm and refine solutions

Mid-Idea Generation, during concept development

Concept Refinement
  • Prompt changes to existing concepts to enhance innovation
  • Elevate concept value by identifying and integrating creative improvements

SCAMPER Technique

A tool using prompts (e.g., Substitute, Combine)

Use SCAMPER questions to modify and enhance ideas

Mid to Late Idea Generation, when refining initial concepts

Human-Centered Design
  • Emphasize empathy and prototyping in ideation
  • Help accelerate validation through rapid prototyping and feedback loops

Design Thinking

An approach focusing on empathy, ideation, and prototyping

Run workshops with empathy mapping and rapid prototyping

Throughout Idea Generation, especially for user-focused ideas

Customer Insights Phase: Refining with User Feedback

The Customer Insights phase maps customer pain points and value creation to refine ideas. It ensures solutions are tailored to specific user needs and preferences. This stage connects Market Research and Idea Generation by focusing on the user experience. It gathers detailed feedback to validate and adjust concepts, ensuring alignment with real-world expectations.


Customer Insights Tools
Component Purpose Relevant Tools Description Way When

Experience Mapping
  • Visualize customer interactions and opportunities
  • Enhance decision-making with a clear view of user journeys

Customer Journey Mapping Toolkit

Resources to create visual maps of customer experiences

Use toolkit templates to chart user journeys

Early Customer Insights, when identifying pain points

Customer Value Proposition
  • Define unique benefits addressing pain points to shape viable product solutions
  • Help Refine ideas into viable product solutions.
  • Help understand the different ways a product provides value to customers

Customer Value Proposition

A framework articulating how the product delivers value

Use workshops or templates to outline benefits and align with user needs

Mid-Discovery, after initial idea assessment

Market Validation
  • Re-validate market fit and demand
  • Strengthen positioning with real-world validation
  • Confirm customer appeal to reduce launch risks

Product Market Fit

A process to confirm demand and reduce risks before launch

Conduct interviews or focus groups with target users

Late Evaluation, before finalizing for market

Detailed Feedback
  • Capture specific interactions and emotions
  • Reduce risks by validating ideas with real-world input

Customer Journey Map

A visual timeline of interactions, emotions, and opportunities

Draw a map based on user interviews or observations

Mid to Late after initial mapping