Idea Grid - Ideen-Raster - Ideen-Koordinatennetz

Type of record:
  • micromethod
  • creativity technique
Handout PDF-Export Add experience
Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


The idea grid helps to determine the potential market of a product by classifying it in a coordinate system. The quadrants of the coordinate system query aspects such as price as well as thinking and feeling.

We tend to see a complex structure as a whole or a unit. We speak of a "good deal" or a "stable market" and overlook the fact that it is indeed a network of individual aspects.

It is necessary to decompose the individual processes in order to understand their relationship to each other. The ideas grid is perfectly suited for this.

Richard Vaughn, Research Director at the advertising company Foote, Cone & Belding (FCB), developed the FCB-Grid in 1978. The parameters he defines are: high commitment (expensive products), low commitment (inexpensive/ordinary products), thinking (products with rational/numeric connotation) and feeling (products that satisfy emotional needs).

The four FCB grid quadrants of this coordinate system are...
top left: high engagement/thinking
below left: low engagement/thinking
top right: high engagement/feelings
below right: low engagement/feeling

Place your product in the grid by exploring both the product itself and its potential market. For example, a life insurance policy would be placed above/left, while insect venom could be displayed below/left and carnival disguise below/right.

Once the product has been placed, you have a good basis for generating new ideas. The pictorial language of such a classification into the grid is immediately intuitively understood.

The FCB-Grid allows you,
- identify "niches" in the existing market for your product
- to discover a new need
- to design an advertising strategy
- Reposition your product
  • Effective for radical innovations
  • Effective for incremental innovations and improvements
  • Effective for medium complexity challenges
  • Effective for product innovations
  • P1 Understanding (identifying innovation search fields - problem solving)
  • P3 Observing (of people - the environment - the product use)
  • P5 Idea Finding (Idea Generation - Creative Phase - Incubation)
Register now for free