Capturing Results From Innovation Games

I'm working with a client to help them plan their customer conference in Dec-05. Based on their goals, they selected the Speed Boat^SM and Buy A Feature^SM games. These are good choices relative to their goals.

They then asked: How can we best measure the results of the games? This is a compelling question, because although the games are fun, they aren't much good if the results aren't put into action.

Because Innovation Games^SM for Customer Understanding are qualitative market research techniques, it is usually helpful to measure the results in a way that leverages the qualitative nature of the feedback. One way to do this is to capture each individual learning and/or statement from the event and then categorize them as follows:

• To what degree does this learning and/or statement confirm support for the current strategic road map?
• To what degree is this new information?
• To what degree could incorporating this information into our product roadmap provide us with a competitive advantage?

I have found that when the results are characterized in this structure development teams, and especially product management, can use direct feedback from customers to put in place the changes that are necessary to meet customer needs.