ACA 2007 International Conference

American Creativity Association
2007 International Conference

Conference Presentations and Presenters
2007 ACA International Conference
March 21 - 23, 2007 with pre-Conference Institutes - March 20, 2007
in Austin, Texas

Russ Ward
Director of Global Consumer Insight Research
IMP, Inc.
Suite 202, 1020 N. Bristol St.
Sun Prairie, WI USA 53590
608 834 5808
585-599-3566 Fax
russ.ward@impdirect.com
585-599-3566

Russ has worked for a number of international corporations leading their research, product development and design programs. Much of Russ’ work has been in the medical field and he holds patents for the new ideas and concepts he has or has helped to develop. Russ is trained in a number of Facilitation and Problem Solving processes and has written articles on his applications. He has an extensive knowledge of a number of research and design techniques that include ethnography, consumer psychology and he is comfortable using both qualitative and quantitative styles of data acquisition and analysis.

Ken Lauer
Senior Qualitative and Quantitative Data Analyst
IMP, Inc.
P.O. Box 103
14036
585 599 3566
ken.lauer@impdirect.com

Ken is currently the Senior Qualitative and Quantitative Data Analyst with the IMP Global Research Group. Prior to this he was the VP of Research at a creativity training and consultancy organization. Ken’s background includes consumer research, data management, statistical analysis, information retrieval, and eighteen years of management experience with Canteen Corporation. He has a Bachelor’s Degree in Business Administration and a Master of Science Degree in Creative Studies from Buffalo State College. Ken’s collaborative work has been published in Psychological Reports, Creativity Research Journal, Journal of Creative Behavior, and The European Journal of Work and Organizational Psychology.

Einstein's observed that "The mere formulation of a problem is far more essential than its solution, which may be merely a matter of mathematical or experimental skills". Applied to the world of consumer product development, we have found that observational techniques provide a critical component in the identification and rich understanding of the consumers problem space. With this knowledge we can then transitioning these problems into creative products or solutions that meet authentic consumer needs. In this session we will explore and provide an experiential space for participants to use observational techniques as a means to develop problem statements.

Develop clear problem statements
Use observation techniques more constructively
Merge problem statements into problem clusters
Avoid jumping to conclusions about what 'they think' a problem is so they do not generate solutions to the wrong problem