Exhibit 2 reveals the popularity and effectiveness of each of the 18 methods in a magic ideation quadrant diagram.
The popularity is measured by the percentage of firms that extensively use each
method—shown across on the horizontal axis (usage was captured on a 0–10 scale; “extensive users” are those that checked the top third of this 10-point usage scale). Rated effectiveness of each method is shown as a 0–10 scale on the vertical axis in Exhibit 2, but only for users of that method. (The argument here is that
non-users do not have enough experience with the method to rate its effectiveness.) Ideation methods that are both popular and effective are in the desirable upper right quadrant.