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Using IDEAS To Generate New Products

The word Ideas is a great acronym to help in product development

  • Inspiration
  • Design
  • Evolution
  • Adding Value
  • Success
Using IDEAS To Generate New Products

Inspiration – what can inspire you to create a product / service

  • Are there some customer misconceptions
  • Is there currently a limited market penetration
  • Are there opportunities to own / become the voice of the issue
  • Do they do things differently outside of the UK
  • Are there unrelated experts or specialists who have ideas that could be combined
  • If we listen to customers / users what will they say
  • etc

Design – how can it be improved / enhanced

  • How can it be packaged
  • How do other industries or sectors do things
  • What opportunities to do things differently
  • How should it be positioned kitsch and cute or stylish and sophisticated

Evolution – whats the development

  • Can the way the product is taken to market be changed
  • How will the range develop
  • What is it that customers don’t like that can be modified over time
  • Is there a need for taster sessions or trial packs to encourage take up

Adding value

  • What activities are low cost but high perceived value
  • How can the proposition be made more attractive
  • What can be done to reduce the risk to the customer to try
  • Can educating the customer help illustrate the added value

Success – what does it look like

  • What are the numbers / measures / KPI’s that we should evaluate
  • What are our objectives / targets

Case Study of IDEAS based on ICHIBAN development of Sushi and how they gained 42% UK Market Share

The IDEAS approach as applied by Karen Green Commercial Director of Ichiban, as they looked to grow and develop the sale of Sushi in the UK


  • The Ichiban team and main customers buyers went on a fact finding trip to Japan
  • Spoke to experts within the sector
  • Gained feedback from the American market  (classically ahead of the UK market)
  • Conducted customer research on likes / dislikes and importantly listened to customers


  • The Japanese approach to sushi segmented / gifted
  • Looking at exclusive quality chocolates these were delicate products that didn’t move in the pack
  • Used the packaging design team for well know market leading chocolate company
  • Developed a unique “Pagoda” shaped package


  • Took a fusion of flavours e.g. Chicken Tikka sushi (see Asian Style Chicken & Duck)
  • Instead of the black stuff often associated with Sushi developed coloured flavoured wraps
  • Developed taster packs as a mechanism to develop trials / new customers

Added Value

  • Bamboo equivalent packaging with grass – that met UK requirements
  • Created the ultimate fish sushi pack


  • Gained 42% of market share
  • Increased market penetration to 10% ( a massive increase when it is considered that Poultry 75% and Toilet Rolls 98%)
  • Winner of industry awards
  • Whilst you are doing a great job and offering a great service your business is not in issue

Using IDEAS To Generate New Products

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