Instructional Design Today: What We Really Need to Know as Practitioners, Researchers, and Designers
Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends
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Transcript of Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends
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QUALITATIVE 2009
THE EVOLVING HUMAN
A Human-Centred Innovation ApproachWHY MARKET RESEARCHERS AND PRODUCT DESIGNERS SHOULD BE BEST FRIENDS
Steffen Hück, Andreas Beer, Michael Bartl
HYVE – the innovation company
Marrakech, 17th November 2009
wordle.net
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What are the DRIVERS OF Human-Centred Innovation?
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Empowered Consumers Joy’s LawSocial Media (R)evolution
Innovation Management In Transition: Major Drivers
3M IBMP&G
"No matter who you are,
most of the smartest people
work for someone else.”(Bill Joy, Sun co-founder)
Dell …Lego
Social Media (R)evolution Empowered Consumers Joy’s Law
Listen to and Analyze
Conversations in Social Media
Co-Create not just Test
with Empowered Consumers
Open Boundaries, adjust
Processes & use new Tools
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What are the IMPACTS FOR Human-Centred Innovation?
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Innovation Management In Transition: Major Impacts
Traditional Today
clear SEPERATION
PASSIVE Consumers ACTIVE Consumers
new COLLABORATION
TESTING Tools CO-CREATION Tools
CLOSED Innovation OPEN Innovation
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Changing Role Of Market Research For Innovation
How should I evaluate
al the ideas that will
come in? I am not a
designer?Who is responsible
for co-creation with
consumers?
How can I integrate
consumers in the
development of
products?
Do I need new tools?
If yes, which ones?
Should I do co-
creation projects
together with a
designer?
What does this mean for Researchers?
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Changing Role Of Market Research For Innovation
Researcher as TRANSLATOR Researcher as MEDIATOR
Traditional Today
Ask & Answer (one-way)
Focus groups (behind the mirror)
Listen & Discuss (two-way)
Co-Creation groups (no mirror)
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Changing Role Of Product Design For Innovation
What does this mean for Designers?
How should I evaluate
al the ideas that will
come in? I am not a
researcher?Who is responsible
for co-creation with
consumers?
How can I integrate
consumers in the
development of
products?
Do I need new tools?
If yes, which ones?
Should I do co-
creation projects
together with a
researcher?
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Changing Role Of Product Design For Innovation
Designer as CREATOR Designer as ENABLER
Traditional Today
Ideate & Design
Create & Prototype
Co-Design with the Crowd
Condensate & Enhance
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A Human-Centred Innovation Approach
Human-centred
Innovation
consumer driven
Three Dimensions of Human-Centred Innovation
Analytical
Structured
Need-oriented
Creative
Open
Solution-oriented
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What are the TOOLS FOR Human-Centred Innovation?
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Modern Tools And Methods For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
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Modern Tools And Methods: Netnography
Systematic listening to online conversations of highly involved consumers
See Esomar Paper “Netnography Research” (Consumer Insights 2009)
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Modern Tools And Methods For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
![Page 15: Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends](https://reader033.fdocuments.us/reader033/viewer/2022051512/5411b3e98d7f72c9738b45da/html5/thumbnails/15.jpg)
Modern Tools And Methods: Crowdsourcing
Activating the creativity and problem solving skills of the crowd
2000 Ideas
1650 Members from 48 Countries
Positioning as Innovative Company
Production of Trendbook & winning Design
See Esomar Paper “Innovation Research Community” (Online Research 2009)
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Modern Tools And Methods For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
![Page 17: Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends](https://reader033.fdocuments.us/reader033/viewer/2022051512/5411b3e98d7f72c9738b45da/html5/thumbnails/17.jpg)
Modern Tools And Methods: Lead User Method
Integrate Lead Users in the development of new product
…because they are motivated & capable …do it in a systematic way
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Modern Tools And Methods For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
![Page 19: Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends](https://reader033.fdocuments.us/reader033/viewer/2022051512/5411b3e98d7f72c9738b45da/html5/thumbnails/19.jpg)
Modern Tools And Methods: Co-Creation Toolkits
Integrate consumers’ preferences with interactive online toolkits
6000 Participants from Germany, USA & Japan
Playful configuration of one’s ideal product
Integration of realistic virtual prototypes
Valid preference data via realistic configuration
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How INTERDISCIPLINARY INNOVATION works
The DiGGiT Backpack Case
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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What is our MESSAGE?
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Our Formula For Successful Human-Centred Innovation
External CO-CREATION
+Internal COLLABORATION
+Human-Centred TOOLS & METHODS
=SUCCESSFUL Human-Centred INNOVATION
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Thank You!
Explore TOGETHER the new possibilities to CO-CREATE products with consumers!
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“netnoblography”
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