Independent Research Firm Cites AMS' IDEALYST Brainstorming Tool

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Forrester, a major independent research and consulting firm, has cited IDEALYST®, the brainstorming tool from Applied Marketing Science, in a November 19, 2008 report about gaming applications for business. The report, "Serious Games Uncover Serious Requirements," by TJ Keitt and Tom Grant, cite Applied Marketing Science as a "trailblazer" in the new product development gaming arena.

Serious Games Uncover Serious Requirements

Forrester, a major independent research and consulting firm, has cited IDEALYST®, the brainstorming tool from Applied Marketing Science, in a November 19, 2008 report about gaming applications for business. The report, "Serious Games Uncover Serious Requirements," by TJ Keitt and Tom Grant, cite Applied Marketing Science as a "trailblazer" in the new product development gaming arena.

Maria Moore of Colgate-Palmolive, who has led her group in upwards of 10 IDEALYST games, was interviewed for the Forrester report. Among the most important benefits of IDEALYST cited by Moore are:

  • The ability to conduct a more inclusive ideation session than with other methodologies, involving people at all levels of the organization and based at any location.
  • Activity is not limited to specific time frames, but is typically spread out over a one- to two-week period, with players participating at the times that worked best for them throughout the span of the game
  • The game contains a "fun" element, driving participation rates to between 60% and 90% of those invited to play.
  • Cultural differences among global entities are more easily overcome than with traditional brainstorming methods, as the game's anonymity allows players to speak freely without fear of reprisal.

About IDEALYST

IDEALYST is an online ideation game that was developed by Applied Marketing Science based on research conducted by Columbia Business School Professor Olivier Toubia. Participants are asked to ideate on a particular topic over the course of a one- to- two-week period and receive points every time they submit an idea or someone builds on their idea. At the conclusion of the game, players typically wins some type of reward or incentive. To see an online demo of IDEALYST, please visit http://www.idealyst.net/idealyst/join.asp.

About Applied Marketing Science

Applied Marketing Science is one of the leading Voice of the Customer consulting companies in the world, with proven methodologies for gathering the Voice of the Customer, training and coaching clients in VOC methods, and brainstorming using state-of-the-art, web-based tools. Over the past twenty years, we have helped hundreds of clients in a broad range of industries incorporate "best practices" into their product development processes. Founded in 1989 with roots in the MIT Sloan School, AMS offers an array of services to meet client needs, and specializes in developing customized solutions for each situation.

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Michelle Harris
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