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

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This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.

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

  1. 1. 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
  2. 2. What are the DRIVERS OF Human-Centred Innovation?
  3. 3. 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
  4. 4. What are the IMPACTS FOR Human-Centred Innovation?
  5. 5. 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
  6. 6. 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?
  7. 7. 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
  8. 8. 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?
  9. 9. 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
  10. 10. A Human-Centred Innovation Approach Three Dimensions of Human-Centred Innovation Creative Analytical Open Structured Solution-oriented Need-oriented Human-centred Innovation consumer driven
  11. 11. What are the TOOLS FOR Human-Centred Innovation?
  12. 12. 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
  13. 13. Modern Tools And Methods: Netnography Systematic listening to online conversations of highly involved consumers See Esomar Paper “Netnography Research” (Consumer Insights 2009)
  14. 14. 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
  15. 15. 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)
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. The DiGGiT Backpack Case How INTERDISCIPLINARY INNOVATION works
  21. 21. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  22. 22. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  23. 23. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  24. 24. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  25. 25. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  26. 26. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  27. 27. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  28. 28. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization
  29. 29. What is our MESSAGE?
  30. 30. Our Formula For Successful Human-Centred Innovation External CO-CREATION + Internal COLLABORATION + Human-Centred TOOLS & METHODS = SUCCESSFUL Human-Centred INNOVATION
  31. 31. 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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