BUS602: Marketing Management

But, bear in mind these principles as you scan for fresh ideas:

• Explore both sides of the ledger to gain a complete picture. 
• Think micro and macro at all times. 
• Use "multiple lenses" to look at the same information or situation. 
• Look for ways to "triangulate" (verify from multiple sources) information. 
• Accept and think beyond felt needs and opportunities. 
• Incorporate diverse sources and viewpoints. 
• Consider both internal and external perspectives. 
• Use multiple techniques.
• Explore both needs and constraints, and opportunities and assets. 
• Form a global view without being superficial or narrowly focused. 
• Involve those who can act on the information.
• Promote only realistic expectations. 
• Ensure your research decision criteria are clear upfront.
• Sense check whether an idea is socially, economically, politically, technologically viable.