From the course: Developing Ideas and Advertising Concepts

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Using questions to distill the core values

Using questions to distill the core values

From the course: Developing Ideas and Advertising Concepts

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Using questions to distill the core values

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In addition to storytelling, we can use questions designed to look at a product or service through a unique lens. The answers to these questions can give us a more provocative view of the product and possibly spark a new concept. When we work our way through answering the questions it can help refine our thought process, If we sketch our ideas. To demonstrate this process, we'll need a specific product to work with, so let's use moisturising body wash. Since this process is aimed at shedding new light on a product, the questions can be a little bit far fetched and more importantly, our responses should be somewhat extreme. For instance, if you were to wake up one morning and find you've suddenly run out of body wash, how would you feel and what would you use in its place? Well, some interesting scenarios come to mind. Right off, I envision someone rushing around the house trying desperately to mix up some hand lotion with dish soap. So, here we've got the dish soap, got the lotion…

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