신제품 개발에서 아이디어 창출기법인 유추와 체계적 발명사고가 창출된 아이디어의 질에 미치는 영향 비교 = The Effect of Analogical Reasoning and Systematic Inventive Thinking on the Quality of Created Ideas on the New Product Development

다국어 초록 (Multilingual Abstract)

Previous studies on creativity have failed to provide a practical methodology to help promote creativity at the level of new product development. In addition, there have been few attempts to objectively verify this.
In this study, we first confirmed that the method of thinking in the process of generating ideas in the search for ideas in associative memory (SIAM) model consists of analogical thinking and systematic inventive thinking (SIT). The representative idea creation method of thinking out of the box is analogical thinking. The representative idea creation method of thinking in the box is SIT.
In this experiment, we directly compared and verified the two types of thinking methods in the product area (household desk) and service area (coffee shop). Experiment I showed that the group that learned analogical thinking and SIT had a higher quality of the ideas than the group that did not learn it. In addition, in the case of Experiment II, it was confirmed that the group who learned SIT in both the product area (household desk) and the service area (coffee shop) as in Experiment I. It had a higher quality of ideas created than the group that learned analogical thinking. The reason for the higher quality of ideas created by SIT than analogical thinking is that the subject of the experiment was set to create ideas to improve existing products. In future research, the quality of ideas generated using the two methods in the development of new products should be compared when the product category is not fixed. This study has important theoretical and practical implications by directly comparing analogical thinking and SIT.

국문 초록 (Abstract)

본 연구는 S.I.A.M 모델에서 아이디어 생성과정에서 인간의 의지력에 의한 사고방법은 유추법과 S.I.T임을 확인한 후, 틀 밖에서 생각하기(thinking out of the box)의 대표적인 아이디어 창출법인 유추법과 틀 안에서 생각하기(thinking inside the box)의 대표적인 아이디어 창출법인 S.I.T 2가지의 아이디어 창출방법을 직접 비교, 분석하였다. 여기에서 ‘틀’은 기존 사고의 틀(Framing)를 의미한다.
본 실험에는 제품 영역(가정용 책상)과 서비스 영역(커피전문점)에서 유추법과 S.I.T의 창출된 아이디어 질 수준을 직접 비교하였다. 실험 Ⅰ의 제품 영역(가정용 책상)과 서비스 영역(커피 전문점) 모두에서 유추법과 S.I.T를 각각 학습한 집단이 비학습집단(통제집단) 대비 창출된 아이디어의 질 수준에서 높았다. 실험 Ⅱ도 실험 Ⅰ과 마찬가지로, 제품 영역(가정용 책상)과 서비스 영역(커피 전문점) 모두에서 S.I.T를 학습한 집단이 유추법을 학습한 집단 대비 창출된 아이디어의 질 수준에서 높았다. S.I.T 학습집단의 결과물이 유추법 학습집단 대비 창출된 아이디어 질에서 더 높은 수준의 결과물이 나온 것은 실험과제가 기존 제품을 개선하는 아이디어를 창출하는 것으로 설정되었기 때문으로 판단된다. 향후 연구에서는 제품 범주가 정해져 있지 않는 신제품 개발 과제를 사용하여 비교할 필요성이 있다. 기존의 창의성 선행 연구들은 신제품 개발부서 실무자와 조직 수준에서 창의성을 증진시키는 데 도움이 되는 실질적인 방법론을 제시하지 못하였고 이를 객관적으로 검증하는 시도가 적었다. 본 연구는 이러한 관점에서 유추법과 S.I.T를 직접적으로 비교함으로써 이론적이고 실무적 측면 모두에서 중요한 가치를 지니고 있다.

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