The idea grid helps to determine a product’s potential market by placing it in a coordinate system. The quadrants of the coordinate system query aspects such as price as well as thinking and feeling.<\/p>\n
We tend to see a complex entity as a whole or unity. We talk about a “good business” or “stable market” and overlook the fact that it is actually a mesh of individual aspects.<\/p>\n
It is necessary to decompose the individual processes in order to understand their relationship to each other. The idea grid is perfect for this.<\/p>\n
Richard Vaughn, director of research at advertising firm Foote, Cone & Belding (FCB) developed the FCB grid in 1978. The parameters he established are: high engagement (expensive products), low engagement (inexpensive\/ordinary products), thinking (products with rational\/numerical connotations), and feeling (products that satisfy emotional needs).<\/p>\n
The four FCB grid quadrants of this coordinate system are…
\nTop left: high commitment\/thinking
\nBottom left: low engagement\/thinking
\nTop right: high engagement\/feeling
\nBottom right: low engagement\/feeling<\/p>\n
Place your product on the grid by researching both the product itself and its potential market. For example, life insurance would be placed on the top\/left, while insect venom could be displayed on the bottom\/left and carnival costumes on the bottom\/right.<\/p>\n
Once the product is placed, you have a good foundation for generating new ideas. The figurative language of such a classification in the grid is immediately intuitively understood.<\/p>\n
The FCB Grid allows you to,
\n– Identify “niches” in the existing market for your product
\n– discover a new need
\n– design an advertising strategy
\n– Reposition your product<\/p>\n","protected":false},"excerpt":{"rendered":"
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