Concept
Analyzer

This technique ensures thoughtful measurement and assessment of a concept in order to identify weak points and subsequently to strengthen through iteration.

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When would you use Concept Analyzer?

The analyzer is useful when there are 1-3 concepts to be evaluated by the team and the team is seeking a broad evaluation of the concept. The analyzer is often used after the initial rounds of ideation and the team is seeking to directionally assess the quality of the idea and to rapidly identify areas of development for subsequent ideation rounds.

Here’s where Concept Analyzer can be a difference maker:

You have several concepts to choose amongst and you need a systematic method to compare them
You need to identify weaknesses so you can further develop your concept
You need to compare 2-3 ideas along 4-6 criteria so you can make a development decision

How does Concept Analyzer work?

1
Review your top selected deas
2
Pick 3-6 criteria and rate the concept one by one
3
Debrief and align on why the concept criterion is rated how it is
4
Find ways to build or improve the idea based on the lower rated criterion

Download the full Concept Analyzer guide

Get access to instructions, templates, a case study, and more

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Deliberate Innovation Concept Analyzer Tool Guide

Top Concept Analyzer Tips

Focus - If you are mapping more than 1 concept, review each concept completely before mapping the 2nd concept.
Understanding the Criteria - Ensure people understand the criteria before using the tool. Don’t assume everyone has the same definition.
Alignment - Encourage discussion when scoring your criteria. While the score is important, the team rationale on WHY you scored it is even more important.
Capture Reasoning - Record your reasons why you scored it higher or lower. This will help you later as you seek to improve and iterate on your idea.
Turn Weaknesses into Improvements - While this exercise is heavily judgmental, by identifying weaknesses early on, this serves as an opportunity to iterate and improve the concept