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We are about to launch a new product called Idea Mill™ which uses a quantitative system to generate ideas and evaluates those ideas all in one step. Our goal was to create a fast and inexpensive means to generate ideas. Since each additional interview we conduct adds cost, we wondered what the ideal number would be.

To determine that we ran a test in which we asked 400 respondents for an idea. Next, we coded the responses into four categories.  

Unique Ideas – Something that no other previous respondent had generated.

Variations on a Theme – An idea that had previously been generated but this time something unique or different was added to it.

Identical – Ideas that didn’t add anything significantly different from what we’d seen before.

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