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research techniques          &that drive innovation                        1
to create and execute design solutions towards problems of form,usability, user ergonomics, engineering, marketing, brandd...
traditional research methods• Traditional research tells people’s attitudes . . . not how  people think, feel and behave• ...
innovation is the    profitableimplementation of      ideas.                     4
what                 whatpeople             peoplesay                   do         what is          ideal                 ...
the new basics• Capture consumers’ emotions, behavior & cognitive  processes with ergonomics/design trained eyes• Go to wh...
"I skate to wherethe puck is goingto be, not where ithas been."- Wayne Gretsky                      7
Correct spelling of questionnaireSmall         Change focus group to small grpup              discussion                  ...
discovery• innovative methodology can  range from GuerillaWebfare™  to experiential types; e.g.  behavioral mapping, ‘fly ...
10
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the critical next step  • analyze and interpret a solution that embodies the essence of    that intellectual interpretatio...
“You miss 100%of the shots youdon’t take."- Wayne Gretsky                   13
the innovation step  • integrated into a thorough    understanding of how the    body moves, thinks and    feels; true erg...
strategy • innovation • sustainability                &                                         15
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Research techniques that drive innovation 4 21-12

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Possible Presentation at ProductCamp Saint Louis

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Research techniques that drive innovation 4 21-12

  1. 1. research techniques &that drive innovation 1
  2. 2. to create and execute design solutions towards problems of form,usability, user ergonomics, engineering, marketing, branddevelopment, and sales. 2
  3. 3. traditional research methods• Traditional research tells people’s attitudes . . . not how people think, feel and behave• Focus groups, intercepts, consumer surveys can be artificial performances• Traditional methods use descriptions and sketches; consumers can’t make the leap• Traditional research facilities aren’t where the product is used• “the voice of the customer” is only a part of the need• Traditional research stops with the results of the research• Traditional research is time-consuming, expensive and not always effective . . . and can cause restarts or market failures 3
  4. 4. innovation is the profitableimplementation of ideas. 4
  5. 5. what whatpeople peoplesay do what is ideal 5
  6. 6. the new basics• Capture consumers’ emotions, behavior & cognitive processes with ergonomics/design trained eyes• Go to where the product is used: i.e., catch consumers being themselves• Go beyond “the voice of the customer” to the behavior of the customer• Put product in the participants’ hands• Videotape everything 6
  7. 7. "I skate to wherethe puck is goingto be, not where ithas been."- Wayne Gretsky 7
  8. 8. Correct spelling of questionnaireSmall Change focus group to small grpup discussion Online? Crowd sourcing? Sustainability? Experts? 8
  9. 9. discovery• innovative methodology can range from GuerillaWebfare™ to experiential types; e.g. behavioral mapping, ‘fly on the wall’, etc. . .• overt, covert, or combination• observational, conversational, surveys, etc.• videotaped for ease of collection, later analysis and client communication 9
  10. 10. 10
  11. 11. 11
  12. 12. the critical next step • analyze and interpret a solution that embodies the essence of that intellectual interpretation and most importantly resonates with the people who buy and engage your product, package or brand. • integrated into a thorough understanding of how the body moves, thinks and feels • design thinking is applied to concept & design development • creates the critical thinking analyses to enable a framework for design and results that lead to actionable innovation 12
  13. 13. “You miss 100%of the shots youdon’t take."- Wayne Gretsky 13
  14. 14. the innovation step • integrated into a thorough understanding of how the body moves, thinks and feels; true ergonomics • run though a proprietary or other innovation processes • creates the critical thinking analyses to enable a framework for design and results that lead to actionable innovation • design thinking is applied to concept & design development 14
  15. 15. strategy • innovation • sustainability & 15

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