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

• The Idea-generation and concept-testing stages are often called the fuzzy front end of NPD, because they often lack the typically well-defined processes, reliable information and proven decision rules found in latter stages. However, the decisions made in these early stages can lock in most of the downstream costs for manufacturing and marketing support.
  Empirical analysis of three sets of problem solving teams to examine the role of analogies, and to assess the effectiveness of different approaches.
  Occurrence of finding within the model: Stage 2, Stage 3
• Originality in the product idea generation process can be enhanced by encouraging the extensive use of analogies, while providing no external benchmarks as examples. When benchmarks are necessary to stimulate creative thinking, it is important to avoid similar (near) analogies, and instead apply unrelated (far) analogies.
  Empirical analysis of three sets of problem solving teams to examine the role of analogies, and to assess the effectiveness of different approaches.
  Occurrence of finding within the model: Stage 2

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