Possible Presentation at ProductCamp Saint Louis

1. research techniques
&
that drive innovation
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2. to create and execute design solutions towards problems of form,
usability, user ergonomics, engineering, marketing, brand
development, and sales.
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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
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4. innovation is the
profitable
implementation of
ideas.
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5. what what
people people
say do
what is
ideal
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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
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7. "I skate to where
the puck is going
to be, not where it
has been."
- Wayne Gretsky
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8. Correct spelling of questionnaire
Small Change focus group to small grpup
discussion
Online?
Crowd sourcing?
Sustainability?
Experts?
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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
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10. 10

11. 11

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
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13. “You miss 100%
of the shots you
don’t take."
- Wayne Gretsky
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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
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15. strategy • innovation • sustainability
&
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