The Art and Science of Idea Evaluation in Innovation

By Michael Watkins

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Innovation has become the heartbeat of competitive strategy, the catalyst for growth, and the means by which organizations distinguish themselves. However, the path from conceptualization to realization is filled with obstacles. An idea is only as good as its execution, and even the most revolutionary concepts must undergo rigorous assessment to ensure their viability and impact. This is where idea evaluation plays a pivotal role.

In this blog post, we delve into the intricacies of idea evaluation in the innovation context, exploring the ‘how’ and ‘why’ of evaluating ideas, and guiding you through the idea evaluation process.

The Need for Idea Evaluation

In an era where creativity flourishes, the challenge isn’t a lack of ideas but rather selecting the right ones. Every organization has a multitude of ideas, but not all will see the light of day. Idea evaluation is the discerning filter that separates the wheat from the chaff, allowing only the most viable, impactful, and innovative ideas to progress.

An effective idea evaluation process enables organizations to:

Focus on Value: By assessing an idea’s potential benefits and costs, organizations can prioritize those that offer the highest returns, whether in terms of revenue, market share, or brand value.

Allocate Resources Wisely: Resources like time, money, and human capital are finite. Evaluating ideas early helps ensure they are invested in projects that are most likely to succeed.

Mitigate Risk: Not all ideas are created equal. Some carry significant risks, whether due to technical feasibility, market demand, or regulatory hurdles. Evaluation helps identify and address these risks upfront.

Ensure Alignment: Innovation efforts should align with organizational goals and strategies. An effective evaluation process helps ensure that ideas contribute to the broader mission and vision.

Want to learn more about how to evaluate ideas in your innovation program? Read our guide here!

How to Evaluate Ideas

The evaluation process is both an art and a science, blending quantitative analysis with qualitative judgment. Let’s explore how to evaluate ideas effectively, incorporating both these aspects.

Initial Screening: The first step is to filter ideas through basic criteria. Does the idea align with the organization’s goals? Does it address a real problem or need? Is it feasible, given current resources and capabilities?

Scalability and Market Potential: Evaluate the idea’s potential for growth. Does it address a large market? Can it be expanded or adapted to other markets or demographics? This stage often involves market research to understand demand, competition, and potential customer segments.

Feasibility Assessment: Consider the technical and operational aspects of the idea. Do you have the necessary resources and expertise? What are the technological requirements, and can they be met within the existing infrastructure? Additionally, consider legal and regulatory implications that might impact the idea’s implementation.

Risk Analysis: Every idea carries risks. Identify potential obstacles or challenges, ranging from technical failures to market resistance. Develop contingency plans to mitigate these risks, ensuring the idea can progress smoothly.

Financial Analysis: A comprehensive financial assessment is essential. Evaluate the costs of developing and implementing the idea, including initial investment and ongoing expenses. Compare these costs to potential returns, such as revenue, cost savings, or intangible benefits like brand value.

Execution Strategy: Even the best ideas can falter without a solid execution plan. Assess how the idea will be implemented, who will be responsible, and what milestones or KPIs will indicate progress. This stage ensures that the idea has a clear path from conception to realization.

Feedback and Iteration: Lastly, idea evaluation is not a one-time process. Gather feedback from stakeholders, including customers, employees, and investors. Use this feedback to refine the idea, iterate on its design, and address any emerging concerns.

Want to learn from one of the best programs around how to close feedback loops? Watch our webinar with John Lewis and Partners here!

The Idea Evaluation Process: Part One – Collection and Screening

To effectively navigate the idea evaluation process, let’s break it down into a comprehensive, step-by-step guide:

Idea Collection: The process begins with generating or gathering ideas. This can come from brainstorming sessions, innovation workshops, customer feedback, or even open innovation platforms. Ensure that all ideas are documented and stored systematically.

Preliminary Screening: Quickly assess each idea to filter out those that don’t meet basic criteria. This stage is crucial to avoid wasting time and resources on non-starters. Criteria may include alignment with company goals, relevance to customer needs, and feasibility.

The Idea Evaluation Process: Part Two – Evaluation Criteria

Establish clear, consistent criteria for evaluating ideas. This may include factors like:

Alignment: How does the idea fit with the organization’s goals and strategy?

Market Potential: What is the potential market size, and how competitive is it?

Feasibility: Can the idea be implemented given existing resources and capabilities?

Risks: What risks does the idea entail, and how can they be mitigated?

Financial Return: What is the potential return on investment, and how does it compare to the costs?

The Idea Evaluation Process: Part Three – Feedback and Decision-Making

Scorecard Approach: Consider implementing a scorecard or ranking system to evaluate ideas against each criterion. This approach provides a structured, objective framework that makes comparison easier. Ideas can be ranked numerically, or graded on a scale of ‘poor’ to ‘excellent,’ providing a clear indication of their relative merits.

Internal and External Feedback: Engage stakeholders for feedback, both internally and externally. This includes employees, customers, and even partners. This feedback can provide valuable insights into the idea’s feasibility, potential impact, and acceptability in the market.

Prototyping and Testing: For ideas that pass the initial evaluation, consider developing prototypes or pilot projects. This stage allows for real-world testing, uncovering potential flaws or improvements before full-scale implementation.

Iteration and Refinement: Based on feedback and testing, refine the idea. This iterative approach ensures continuous improvement and adaptation to changing circumstances, ultimately leading to a more robust, market-ready product or service.

Decision-Making: After thorough evaluation and refinement, make a decision. This can range from greenlighting the idea for full-scale implementation, putting it on hold for further development, or shelving it entirely. Ensure that this decision is communicated clearly to all relevant stakeholders.

Wazoku is an innovation solution that helps with all parts of the innovation process, including idea evaluation. Book a demo with us today to discover how we can make this a reality for you!


Idea evaluation is the linchpin of successful innovation. It serves as the bridge between conceptualization and realization, ensuring that the best ideas progress while minimizing risks and maximizing returns. By blending quantitative analysis with qualitative judgment, organizations can navigate the evaluation process effectively, leading to impactful and successful innovation.

In the context of rapid technological change and global competition, robust idea evaluation is more critical than ever. It provides a structured framework for navigating the complex journey from ideation to execution, ensuring that organizations can harness the power of innovation to drive growth, create value, and maintain a competitive edge. By implementing a comprehensive idea evaluation process, companies can ensure that their innovation efforts contribute meaningfully to their broader goals and strategies, paving the way for sustained success in the ever-evolving business landscape.

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By Michael Watkins

Michael is Wazoku's Product and Brand Marketing lead. Away from the office, he's our resident film buff, so if you want some recommendations for a night in front of Netflix or a trip to your local cinema, get in touch with him!