56. What Is It?
Background
Advertising and marketing professionals frequently push products based on assumptions
regarding core motivations and needs. Rather than appeal to people to buy a product
based on its features, advertisers try to show potential customers how a product will sat-
isfy some need.
For instance, one advertisement might push a brand of coffee because it tastes good.
Another, in contrast, might emphasize how the product will satisfy the need to feel
secure. Because security may be a stronger motivator than the taste of coffee, consumers
may respond more positively to the need-satisfaction approach.
Here are some other possible examples:- A convertible isn’t a car, it’s excitement.
- A watch isn’t a timepiece, it’s a piece of jewelry.
- A job position recruitment campaign isn’t for a job, it’s for prestige and recognition.
- A coat isn’t for warmth, it’s a fashion statement.
All of these relate to the question, What is it? Hall (1994) uses this question as the
basis for an idea generation method by the same name. It generates ideas by thinking
what else a problem is and then using these descriptions as idea stimuli.Objectives
- To help participants generate as many creative ideas as possible
- To help participants learn how to use the activities to generate ideas
Participants
Small groups of four to seven people eachMaterials, Supplies, and Equipment
- For each group: markers, two flip charts, and masking tape for posting flip-chart
sheets - For each participant: one sheet each of three different colors of sticking dots
(^1 ⁄ 2 ′′diameter)and one pad of 4 x 6 Post-it®Notes
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