Previous experience with idea assessment

May 8, 2019

By Sara W

This module and it’s literature made me reflect on how idea assessment is commonly approached in my experience. It feels like a wonderful opportunity to think about – and maybe even assess – these processes that rarely are discussed in this in depth manner.

In my (previous) experience many ideas in the day to day work are assessed with the help of intuition as main tool. Often, this takes place in a fast paced environment where dozens of ideas are assessed each day, and output is – in some cases – produced and finalized in no more than an hour or two. This fast moving pace requires swift decision making and intuition, or gut feeling, fits the need for speed.

There are off course numerous criteria that are taken into consideration when assessing ideas (budget, resources, appeal to key demographics, ethics, etc). But these seems so engrained in the organizations that no tables or scoring cards are needed. The ones making the decisions seem to have all these variables in their backbone ready to be used at all times. I would definitely call theprofessionals.

Simply put: a pot pourri if criteria is used in every decision but with the help of experience one adapts these to the current situation. This is indeed something that takes years to learn.

Off course there are other long term projects where criteria is more formalized and taken into consideration. Different factors are analyzed and pros and cons are weighted in detail, for example: feasibility, market position and profitability. In addition the day to day work might also be directed by long term goals, and when these change the “intuition” might need calibrating.

In the communication industry I think that it is of great importance to be able to switch between these two types of perspectives on idea assessment, and to know which of them to implement in that given situation. (It is also what makes it fun). I believe that the different ways of working adds to one another.

During the idea assessment assignment I found it to be very useful to grade ideas on each criteria. It simply made it easier, since many of the ideas are complex and have different strengths and weaknesses. I can definitely see the benefit of this process when working with more complicated ideas and ideas needing further refinement.