Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends

QUALITATIVE 2009 THE EVOLVING HUMAN A Human-Centred Innovation Approach WHY MARKET RESEARCHERS AND PRODUCT DESIGNERS SHOULD BE BEST FRIENDS wordle.net Steffen Hück, Andreas Beer, Michael Bartl HYVE – the innovation company Marrakech, 17th November 2009

What are the DRIVERS OF Human-Centred Innovation?

Innovation Management In Transition: Major Drivers Social Media (R)evolution Social Media (R)evolution Empowered Consumers Empowered Consumers Joy’s Law Joy’s Law "No matter who you are, most of the smartest people work for someone else.” (Bill Joy, Sun co-founder) P&G 3M IBM Lego Dell … Listen to and Analyze Co-Create not just Test Open Boundaries, adjust Conversations in Social Media with Empowered Consumers Processes & use new Tools

What are the IMPACTS FOR Human-Centred Innovation?

Innovation Management In Transition: Major Impacts Traditional Today PASSIVE Consumers ACTIVE Consumers TESTING Tools CO-CREATION Tools CLOSED Innovation OPEN Innovation clear SEPERATION new COLLABORATION

Changing Role Of Market Research For Innovation What does this mean for Researchers? How should I evaluate al the ideas that will come in? I am not a designer? Should I do co- Who is responsible creation projects for co-creation with together with a consumers? designer? How can I integrate consumers in the Do I need new tools? development of If yes, which ones? products?

Changing Role Of Market Research For Innovation Traditional Today Ask & Answer (one-way) Listen & Discuss (two-way) Focus groups (behind the mirror) Co-Creation groups (no mirror) Researcher as TRANSLATOR Researcher as MEDIATOR

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? Should I do co- Who is responsible creation projects for co-creation with together with a consumers? researcher? How can I integrate consumers in the Do I need new tools? development of If yes, which ones? products?

Changing Role Of Product Design For Innovation Traditional Today Ideate & Design Co-Design with the Crowd Create & Prototype Condensate & Enhance Designer as CREATOR Designer as ENABLER

A Human-Centred Innovation Approach Three Dimensions of Human-Centred Innovation Creative Analytical Open Structured Solution-oriented Need-oriented Human-centred Innovation consumer driven

What are the TOOLS FOR Human-Centred Innovation?

Modern Tools And Methods For Human-Centred Innovation You can’t innovate with today’s consumers using yesterday’s methods! Consumer Insights Ideas Concepts & Prototypes Product Solutions Commercialization Lead User Method Workshops with (lead) users and company members (interfunctional teams) Netnography Co-Creation Toolkits Online Communites as a Concept tests and toolkits source of consumer insights for concept evaluation and and initial solutions variation Crowdsourcing Platforms for external idea- and design contests

Modern Tools And Methods: Netnography Systematic listening to online conversations of highly involved consumers See Esomar Paper “Netnography Research” (Consumer Insights 2009)

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)

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

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

The DiGGiT Backpack Case How INTERDISCIPLINARY INNOVATION works

Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

What is our MESSAGE?

Our Formula For Successful Human-Centred Innovation External CO-CREATION + Internal COLLABORATION + Human-Centred TOOLS & METHODS = SUCCESSFUL Human-Centred INNOVATION

Thank You! Explore TOGETHER the new possibilities to CO-CREATE products with consumers! You also find us at I twitter under “netnoblography”

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Human-Centred Innovation - Why Market Researchers & Product Designers Should Be Best Friends

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