Abstract:

This presentation introduces a new approach for consumer based ideation. The effectiveness of this new approach is demonstrated by applying the method to table salt - If we can get creative, new ideas for developing ordinary, everyday table salt, then we should be able to apply this in other, more interesting and more diverse categories. With housewives between the ages of 30-45 years as respondents, this proved that creativity does not just sit with 'trend setters' everybody is equipped with the ability to innovate.