Changes in society today means that products have supply extra value to consumers. How do we manage to get a consumer perspective in a innovation process and the right type of information.

1. Trend- og brukerdrevet innovasjon

2. 09
Brukerdrevet
innovasjon
© Bengal as

3. Mange firmaer har store mengder
informasjon i basene sine. Men
hvordan skal de konvertere denne
kunnskapen til nytte i
innovasjonsarbeidet?

4. Agenda
Samfunn i endring – kontekst i dag
Brukerdrevet innovasjon – hva er det?
Bengal – cases så langt

5. Samfunnet og den teknologiske utviklingen
opplever en akselererende endringstakt
1940 -1970
1970 -1990
1990 -

6. Valgsamfunnet
”The paradox of choice – why less is more”

7. http://www.theonion.com/content/video/sony_releases_new_stupid_piece_of

9. ”Post Scarity”
(post W.Wars)
”Post Abudance”
(last 3 decades)
J. Walker Smith,
-president of Yankelovich Partners, Inc & Fortune magazine as quot;one of America's leading analysts on consumer
trends,

11. ”People
don’t buy
products
they buy
soultions to
problems”quot;
TED
LEVITTquot;
PROFESSOR A LEGENDARY
MARKETING SCHOLAR AND FORMER
HARVARD BUSINESS REVIEW

12. ”New needs will have
to be discovered… It
means thinking about
how to give
customers less in
ways that deliver
more value to their
lives”quot;
J Walker Smith

13. De fleste bedrifter
Bedrifters behov + Kundedata = ok?
Nytt Produkt
Marked
Kommunikasjon
PR
Reklame
KUNDEOPPLEVELSER – MENING?

14. Noen få bedrifter
KUNDEOPPLEVELSER - MENING
Nytt produkt/tjeneste eller løsning
Marked
Kommunikasjon
PR
Reklame
KUNDEOPPLEVELSER – med MENING

15. Fremtiden
KUNDEOPPLEVELSER - MENING
KUNDE -
Nytt produkt/tjeneste eller løsning
OPPLEVELSER
- MENING
KUNDE-
Marked
OPPLEVELSER
- MENING
KUNDE-
Kommunikasjon
OPPLEVELSER
- MENING
PR
Reklame
KUNDEOPPLEVELSER – med MENING

16. Bengal’s mål = Brukerdrevet innovasjon:
Se heller verden fra brukernes ståsted!

17. Business Akademisk
Sosialt Basert
”Outcome-driven ”People-Centred
Innovasjon”
Innovasjon”
Brukerdrevet innovasjon

18. “Ninety percent of newly launched
consumer products languish on-store
shelves.
Statistically average customer “type”
and then envisioning products that will
satisfy that type. But human beings
don’t behave like statistical averages.
So most new offerings aren’t meeting
real people’s needs.”
Anthony W. Ulwick:
published dozens of articles on strategy and innovation including the Harvard Business Review

19. “Customer outcomes” - drive
innovation
1. Deconstruct the process associated with existing
products
2. Interview consumer who use the products –
difficulties and ideal scenarios (forventninger,
krav, ønsker, drømmer eller usikkerhet)
3. Translate solutions into desired outcome
4. Rate the outcomes importance to customers and
identify unsatisfied outcomes
5. Brainstorm innovations that meet those unmet
needs
Source: Anthony W. Ulwick; CUSTOMER DRIVEN INNOVATION 2008 , Havard Business Review

20. Mapping a Customer Job - ”Credit card cancelling”
1. Planning – Lost wallet -cancel cards
2. Gathering required resources – telephone – effective, quick , & easy
3. Setting up the environment – Wait for new code and cards
4. Verifying – that they are ready to begin – receive both
5. Executing – the job – new process .. mistake.. New order
6. Assessing how they are doing – little flexibility, rude customer
services
7. Making change to improve the execution – new supplier ?
8. Concluding the job – cheaper, easier

21. Source: Anthony W.
Ulwick;
CUSTOMER DRIVEN
INNOVATION, 2008 ,
Havard Business
Review

22. Sosialt Basert
Business Akademisk
”Outcome-driven ”People-Centred
Innovasjon”
Innovasjon”
Brukerdrevet innovasjon

23. People-Centred Innovasjon
”Team work is a key factor for successful change”
”Focus on the individual worked in the industrial
revolution and now we are in the technological
revolution – we need to work across disciplines and
think more holistically in order to meet the fast
pace world we live in – adaptability and flexibility”
Anna Kirah – interview with..by Elina Jokisalo (2008)

24. People-Centred Innovasjon
” Innovation is for
everyone. In companies,
the keeper of best ideas
could be the janitor or the
receptionist, yet no-one
thinks to ask them.”
“When we focus on people
and meaning – innovation
just happens.”
Anna Kirah – interview with..by Elina Jokisalo
(2008)

25. Hvem og Hva?
• Viktig – hvem snakker man til? Noen
verbaliserer bedre enn andre!
• Viktig - hvordan stiller man spørsmål
og hva spør man om?
• Hvilke verktøy man bruker!

26. Hva kunden KAN si noe om
Bevisst
Ubevisst
Hva kunden VIL si noe om
Ny uventet
Vil si
kontakt
Vil IKKE si
Observasjon

27. New Product Design
Workshop

28. Memory is simply ways we store
and recall things we've sensed.
Recalling memories re-fires
many of the same neural paths
we originally used to sense the
experience and, therefore,
almost re-creates the event.
Memories of concepts and ideas
are related to sensed
experiences because we extract
the essence from sensed
experiences to form generalized
concepts.
Source: April Holladay, Wonderquest

29. False
memories
”About one-third of the
people who were exposed
to a fake print ad
describing a visit to
Disneyland and how they
met and shook hands with
Bugs Bunny said later
they remembered or
knew the event happened
to them.”
Source: Jacquie Pickrell and Elizabeth Loftus, 13-
Jun-2001 University of Washington
Bugs Bunny c/o Warner Bros.

30. Rational VS Irrational quot;
”Emotional Research”
”Human beings tend to think of the brain as the body's
chief executive and rational thought as the
predominant force in our daily lives. Some of us
grudgingly admit that the subconscious plays a role,
but we waste little time contemplating what that role is
outside of the confines of our therapist's office.”
Source; Orli Van Mourik, in Neurontic: Psychology for the Modern Mind. 2007
Photo: Peter Funch

31. Innovation
Insight
Trends

33. Anna Gilpin
NETT: www.bengal.as
BLOG: www.bengal.blogg.no/blogg/
TWITTER: www.twitter.com/annanip