Bukhara State University

Need/Problem Identification:
Need or problem identification starts with the consumer. Consumers are asked about needs, problems and ideas. The various problems would be rated for their seriousness, incidence and cost of remedying to determine which product improvements to make.
1. Synectics:
For the development of sufficient number of perspectives, Gordon has developed this method. Gordon decided to define the problem so broadly that the group would have no inkling of the specific problem.


Gordon described five principles underlying the synectics method:
Deferment, autonomy of object, use of the commonplace, involvement or detachment and use of metaphor.
2. Screening:
The purpose of idea generation is to create a large number of ideas. The purpose of succeeding stages is to reduce the number of ideas to an attractive, practicable few. The first idea- pruning stage is screening.
In screening the ideas, the company must avoid two types of errors:
A DROP error occurs when the company dismisses an otherwise good idea. If a company makes too many DROP-errors, its standards are too conservative. AGO-error occurs when the company permits a poor idea to move into development and commercialisation. The purpose of screening is to spot and drop poor ideas as early as possible.
3. Conceptualisation:
It would be the height of folly to develop all the ideas generated in the first step into concrete business proposals. Many of these can be eliminated just on the basis of theoretical evaluation. So only those ideas that survive screening are taken up for expansion into concrete business propositions in terms of costs, idea, manpower requirement and the like, It is quite possible that at this stage of conceptualisation some ideas may just fall through because they cannot be turned into concrete proposals which are viable enough.
4. Comparative Evaluation:
The limited numbers of product concepts that have come out of the third stage are now subjected to close scrutiny. This takes place with an eye to profitability and other cost-benefit analysis. All the available talents in the concern are brought together. In some cases, the different product concepts may even be sent to a cross
section of possible customers and their opinion sought about the acceptability of the particular production.