8. Idea Factories: Where Do Packaging (and Other) Ideas Come from?

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch8

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Idea Factories: Where Do Packaging (and Other) Ideas Come from?, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch8

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330



  • package designer and getting ideas;
  • ethnography coming into business;
  • one could best learn about another culture - immersing oneself in that culture;
  • observation—the oldest and newest method;
  • tapping consumer mind in groups and creating new ideas for foods and beverages;
  • direct interactions among people and brainstorming;
  • Journal of Product Innovation Management;
  • idea generation sounding easy but challenging;
  • ideation in business versus idealized ideation by academia;
  • value of indirect approach and ideation


This chapter contains sections titled:

  • Introduction

  • Aids to Creative Thought—A View from the Early 21st Century

  • Ideation and Its Descendants

  • Observation—The Oldest and the Newest Method

  • Ethnography Comes to Business

  • Beyond Ethnography to Structured Methods

  • Tapping the Consumer Mind in Groups—Ideation to Create New Ideas for Foods and Beverages

  • What Works Best—In the Box versus out of the Box versus Directed Ideation?

  • Ideation in Business versus the Idealized Ideation Desired by Academia

  • The Value of the Indirect Approach to Ideation

  • Projective Techniques to Generate Ideas

  • Technical Aids to Creative Thought—Harnessing the Value of the Internet and Discovering Weak Signals

  • Soliciting Ideas “Online” through Problem - Solution

  • Creating Ideas “Online” Using Collaborative Filtering

  • Summing Up

  • References