The use of determinant gap maps can be driven by managerial judgment, but customer perceptions can be different.

Determinant Gap Maps are a valuable tool for guiding concept generation in product development

Determinant attributes play a crucial role in identifying gaps on the map for potential new product opportunities.

Perceptual maps reflect customer perceptions, which may differ from engineered brand positions

Perceptual Gap Maps are based on customer perceptions of brands

Perceptual maps typically use the two most important attributes to display brand positions

Segmentation

Local quality

Universality

Nested doll

Another dimension

Reduce

Eliminate

Raise

Create

Can it be reversed?

Can it be adapted?

Can it be modified?

Subtopic

Can it be rearranged in some way?

Listing all of the physical features of a product type

Using any and all features, not just measurements of dimensions

Something worthwhile may be found in dimensional analysis when the list is long

It should be a well-known activity and easy to visualize and describe

It should be a happening—a process of change or activity

The analogy should be vivid and have a definite life of its own

It should be full of concrete images

Accessories

Extras

Add-ons

Upgrades

Principles of Open Innovation Accept that "not all the smart people work for us." Is both in- and out-bound It is not outsourcing! Selecting the best partners is critical, and mutual trust is important.

A set of design tools that customers can use to customize a product best suited to them. Can incorporate CAD/CAM or rapid prototyping.

Crowdsourcing involves obtaining product ideas from large groups of customers. Crowdsourcing lets companies get global customer input

Ex: Starbucks' My Starbucks Idea community website with 70,000 user-generated ideas.

Customers can use to customize a product best suited to them.

Ex: Coca-Cola use user toolkits to track customer preferences and generate new product ideas.

Customers prefer and pay more for self-designed products User satisfaction and enjoyment while using the toolkit can impact willingness to pay.

An important source of new product ideas. Customers associated with a significant current trend. They have the best understanding of the problems faced, and can gain from solutions to these problems. In many cases, have already begun to solve their own problems, or can work with product developers to anticipate the next problem in the future.