Elements and Performance Criteria
- Evaluate and explore needs and opportunities
- Research and evaluate existing information that informs new concept development
- Where appropriate, identify and use gaps in current range of products, programs, processes or services as the catalyst for generating new ideas or concepts
- Expand the potential of new ideas through exploration of opportunities beyond the obvious
- Identify factors that could have an impact on ideas or concepts to be developed, including potential for commercialisation
- Determine whether other players are filling identified gaps or investigating similar opportunities
- Develop preliminary ideas on innovative and different ways to address needs and opportunities
- In consultation with relevant stakeholders, agree on broad parameters for developing ideas and concepts to meet market requirements
- Develop a range of creative approaches
- Use a range of creative thinking techniques to generate innovative and creative concepts to address identified needs
- Challenge, test and experiment with different concepts and ideas as part of a collaborative process
- Evaluate concepts in terms of their suitability for the target audience or purpose, their feasibility and their commercial potential
- Take account of social, ethical and environmental issues as concepts and ideas are generated and discussed
- Identify resources required to achieve desired creative and innovative outcomes
- Evaluate the effectiveness of different strategies for achieving desired outcomes
- Select concepts or approaches that achieve required outcomes in an innovative and feasible way
- Present proposed concepts or approaches in an appropriate format
- Refine concepts
- Ensure concept development process is open to ongoing refinement and testing
- Seek input and feedback on concepts from relevant stakeholders
- Seek specialist advice on creative and technical aspects of proposals as required
- Compare concepts with best practice examples of similar products, programs, processes or services
- Use a range of creative and practical criteria to determine the advantages and disadvantages of different concepts
- Evaluate constraints on the realisation of concepts or ideas
- Refine proposals based on analysis and feedback
- Develop concepts to an operational level