I am student of Master of Engineering Management having a course "Principles of Management and Leadership".

Please answer the following questions with detailed explanation related to the case IDEO - Cineplanet from Harvard Business School (9-615-022).

Q1: Who can remember a time when they came up with a new idea?

Q1(a): What was it?

Q1(b): Describe the moment you had this idea?

Q1(c): Did you see it coming?

Q1(d): Could you have predicted it?

Q2: Why not start out with a simple survey? It would have been quicker, cheaper and they could have had a lot more customers involved?

Q3: Why do we ever conduct surveys?