Dahl, D.W., & Moreau, P. (2002). The Influence and Value of Analogical Thinking During New Product Ideation. Journal of Marketing Research, 39(1), 47-60.
Format: Peer-reviewed article
Type: Research — Quasi-experimental
Experience level of reader: Fundamental
Annotation: To generate originality during early ideation, encourage the extensive use of analogies, and provide no primes (external examples) as benchmarks. If primes are necessary, avoid any that are closely associated (near) analogies.
Setting(s) to which the reported activities/findings are relevant: Federal lab, Large business, Small business (less than 500 employees), University
Knowledge user(s) to whom the piece of literature may be relevant: Manufacturers, Researchers
Knowledge user level addressed by the literature: Organization
This article uses the Commercial Devices and Services version of the NtK Model
Method: There are multiple strategies for generating new product ideas including benchmarking, user observation, lead user analysis and analogic thinking. Of these techniques, analogic thinking has the greatest theoretical support as the driver of truly innovative thought. (Perkins [1997])
Occurrence of finding within the model: Stage 1, Stage 2
Tip: Evidence from the problem-solving literature suggests that people confronted with a creative task, search through a space of possibilities in memory, hoping to access useful information. The process is an attempt to transfer information from familiar, existing categories (base domains), and us it in the construction of their new idea (target domain). (Perkins [1997])
Occurrence of finding within the model: Stage 1, Stage 2