Impact Model: A Scientific Method for Innovation Ideation
Discover the Impact Model: a method for generating and evaluating ideas based on their potential impact, designed to identify and develop solutions that will have the greatest positive impact on users and the relevant ecosystem.
Introduction
Current State of Affairs: The Limitations of Brainstorming and Other Collective Ideation Methods
In the article "Generating Innovative Concepts: The Limits of Divergence," I discussed the limitations of current ideation methods, which are based on a divergent-convergent approach: we generate as many ideas as possible during an ideation phase, and then select which ideas to develop from among those generated.
Divergent-Convergent A divergent-convergent ideation approach is a problem-solving method that begins by generating a large number of varied ideas (divergent creativity phase) before narrowing them down and selecting the best ones for further development (convergent phase).
Issues with Existing Methods and Creativity Techniques
For some time now, the scientific literature has highlighted the problems with these methods for generating ideas with high market potential:
- On the one hand, the sheer number of ideas generated during ideation sessions does not necessarily guarantee their quality; this is largely because people tend to come up with the ideas that come most easily to mind, leaving the more complicated ones to others.
- On the other hand, regardless of the quality of the ideas generated in these ideation workshops, there remains a major problem with the selection process, which often results in the best ideas not being chosen.
Ideation is not necessarily synonymous with divergence
Since divergent methods do not seem to work, we felt it would be appropriate to explore convergent methods.
Convergent Methods Convergent methods are problem-solving approaches that aim to progressively narrow down the range of possibilities to converge on a single or optimal solution, often through systematic and structured analysis.
The convergent methods currently in use, such as TRIZ, are particularly well-suited to solving technical problems and resolving technical contradictions. However, they appear to be less suitable outside this scope (although there have been attempts to apply TRIZ beyond problem-solving, the method was not designed for that purpose).
TRIZ TRIZ is a methodology for inventive problem-solving that relies on the analysis of patents and existing solutions to identify general principles of creativity that can be applied to new technical problems.
Development of a convergent method not specific to technical problems
The fundamental question, then, was this: what would be the ideal system for generating innovative concepts, whether technological or not?
By “best idea,” we mean the one that will have the greatest impact—that is, the one that will yield the most beneficial outcomes for the entire ecosystem, compared to existing alternatives, and in light of the given constraints and success criteria.
Drawing inspiration from existing convergent methods, it appears that a convergent approach meeting the criteria of the ideal system could work as follows:
- identify the most favorable effects
- analyze, at the functional level, the requirements for achieving these effects
- identify solutions that could meet each of the requirements while adhering to the initial constraints
- integrate these various solutions into a coherent whole
It is on this basis that we created theImpact Model.
The Impact Model: A Method for Evaluating and Generating Ideas
Definition and Objectives of the Impact Model
The Impact Model is a method for generating and selecting ideas based on impact. We define impact as the difference made for users when using the solution in question, compared to its alternatives.
A method grounded in research in innovation, marketing, and psychology
The Impact Model is a methodology grounded in a wide range of research fields, including innovation, consumer psychology, neuroscience, and marketing. These diverse fields have enabled us to gain a deep understanding of the mechanisms of innovation, from its inception to its adoption, and thus to develop a methodology that maximizes the success of innovative solutions from the very outset.
However, the impact must be perceived in order to be valued. We speak of perceived impact when a user attributes a result to the use of a solution. It is this impact that is sought after, because it is what creates value for users and thus a potential market: I attribute a beneficial result to a solution, so that solution creates value for me, and I therefore wish to purchase the right to use it in order to benefit from that result.
This impact can be measured, at the very least, in qualitative terms. Thus, every innovative solution will have a benefit, expressed as a ratio between what the user receives and the cost of use. Drawing on the extensive existing research in neuroscience, psychology, and marketing, we have defined several “categories” of benefits received and usage costs, which allow us to express and evaluate multiple alternative ideas in a comparable manner.
For example, going to the movies provides entertainment, emotional engagement, and potentially a sense of belonging if you go with a group, as well as a shared experience, and so on. And it will cost you the price of a movie ticket, the 2½ hours it takes to watch the film, and the environmental cost associated with one person watching a movie in a theater.
The impact of a new solution—that is, the difference it makes compared to its alternatives—is assessed based on the change in this ratio. Does the new solution provide new benefits at a similar cost? Does it provide a greater quantity of the same benefits at a similar cost? Does it cost less to provide the same benefits, or even more benefits?
The goal, therefore, is to create a positive impact, not only for the solution’s direct users, but also for all stakeholders in the ecosystem. Here, we are referring not to the company’s ecosystem, but to the ecosystem of innovation itself—that is, all stakeholders affected directly or indirectly by the existence and use of the new solution.
The goal is also to create a lasting impact over time. Thus, we use the term “overall impact” to refer to the sum of all the solution’s impacts—for all its users and all its uses—over time. This refers to the footprint left by the solution.
The Impact Model for Generating Ideas or Selecting the Best Idea
This tool can be used for a variety of applications and purposes, including:
- Identify the innovation opportunity with the greatest potential for a business and the concept that will bring it to fruition
- Identify the applications with the greatest potential for a given technology
- Screen innovative projects to identify those with the greatest potential for impact
- Optimize innovative concepts to maximize their impact
The Impact Model serves as a tool for innovators in the ideation phase to generate and evaluate innovative ideas, based on maximizing impact for the entire ecosystem—which appears to be the best way to create value. With a solid business model, the company can then capture a significant share of that value.
How do you use the Impact Model for ideation?
Preliminary phase of data analysis
The first step is to analyze the input data: the specific business activity, the technology being developed (if the project is based on an existing technology), and the company’s context, particularly its ecosystem. It is also important to fully understand the constraints and success criteria, including the environmental and societal challenges associated with the project.
Impact Model Analysis Workshop to Define the Specifications
Since the Impact Model is a convergent method, we first define what the innovation “should do” for its users—the most beneficial effects it can have. For a given technology, we identify its unique capabilities and what these capabilities enable. For an activity or context, we will identify its current effects and the areas where these effects can be improved. These effects will then be analyzed and broken down, allowing us to develop the specifications for the concept with the greatest impact.
Constrained ideation workshop
Next comes the constrained ideation phase: the goal here is to identify the idea or ideas that meet the specifications. The simplest approach is to develop one or more ideas for each item in the specifications independently, drawing inspiration from existing solutions, and then combine them into a coherent solution.
Going forward, the concept can be refined to maximize its impact, reach, and business model.
Comparison with traditional ideation methods such as Design Thinking
Compared to existing methods, the Impact Model offers several significant advantages and helps achieve a number of objectives:
Due to its convergent nature, the Impact Model does not require significant man-hours to generate a large number of ideas and then evaluate them all. In fact, whereas Design Thinking recommends assembling a multidisciplinary team, the Impact Model can be implemented by just two people: one who is an expert in the method itself, and another who has a thorough understanding of the specific context. And with all the necessary data available, the analysis and generation of ideas can be completed in just a few hours of work.
Nevertheless, unlike methods such as TRIZ, it is well suited to non-technical problems.
Overall impact and its components provide clear evaluation criteria to guide both the generation and evaluation of ideas. While this does not completely eliminate cognitive biases (as long as there are humans, there will be cognitive biases), it does significantly reduce them.
Cognitive biases Cognitive biases are systematic tendencies to think in a certain way that may deviate from objective or rational judgment, often due to the way information is perceived and processed by the brain.
The Design Thinking has introduced selection criteria (desirability, technical feasibility, business viability), but these criteria generally come into play only after numerous ideas have been generated, and their application is not strictly defined, which, in our view, leaves room for subjectivity (unless additional studies, such as market research, are conducted).
The Impact Model also incorporates environmental and societal issues at its very core, along with the need to create meaningful innovations that are truly useful—without sacrificing the innovator’s potential for economic gain, since without that, the impact cannot be sustainable.
Nevertheless, existing methods remain particularly valuable for certain types of challenges. Indeed, TRIZ is highly effective at solving technical design problems. And Design Thinking remains an excellent—if not the best—way to define a clear vision, establish an innovation roadmap, and align diverse stakeholders with it, as well as to foster a collective momentum around an innovation strategy.
Conclusion
Through its rigorous analysis, the Impact Model enables the development of innovative concepts that maximize positive outcomes for the entire ecosystem. It encourages entrepreneurs to go beyond mere ideation and consider their potential to solve real-world problems and create meaningful opportunities in a sustainable way.
By incorporating these concepts and paying close attention to environmental and societal issues, the Impact Model serves not only as a method for generating and selecting ideas, but also as a philosophy of responsible innovation that takes environmental and societal issues into account without sacrificing the economic perspective.
For companies and innovators seeking to develop truly innovative, high-impact solutions, adopting the Impact Model can mark a turning point and lead us to rethink how we approach innovation. Just as Design Thinking has helped us rethink innovation processes by drawing on design research, the Impact Model draws on numerous scientific approaches to offer a more efficient method for generating and selecting ideas. This method then enables entrepreneurs to make informed decisions, grounded in analytical reasoning and supported by scientific research, in support of responsible innovation and sustainable progress for all stakeholders.
If you'd like to learn more about the Impact Model and speak with an expert about how it can be applied to your projects, please don't hesitate to contact us.
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Lea Bunnens
With one foot in research and the other in innovation projects, Léa’s main mission is to foster greater dialogue between these two worlds. On a daily basis, the projects she helps bring to life enable her to develop new methods and tools designed to increase the chances of success for future projects. Her specialty: identifying the right opportunity, developing the best possible idea, and devising the optimal business model for it.