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QUALITATIVE 2009
THE EVOLVING HUMAN
A Human-Centred Innovation ApproachWHY MARKET RESEARCHERS AND PRODUCT DESIGNERS SHOULD BE BEST FRIENDS
Steffen Hück, Andreas Beer, Michael Bartl
HYVE – the innovation company
Marrakech, 17th November 2009
wordle.net
What are the DRIVERS OF Human-Centred Innovation?
Empowered Consumers Joy’s LawSocial Media (R)evolution
Innovation Management In Transition: Major Drivers
3M IBMP&G
"No matter who you are,
most of the smartest people
work for someone else.”(Bill Joy, Sun co-founder)
Dell …Lego
Social Media (R)evolution Empowered Consumers Joy’s Law
Listen to and Analyze
Conversations in Social Media
Co-Create not just Test
with Empowered Consumers
Open Boundaries, adjust
Processes & use new Tools
What are the IMPACTS FOR Human-Centred Innovation?
Innovation Management In Transition: Major Impacts
Traditional Today
clear SEPERATION
PASSIVE Consumers ACTIVE Consumers
new COLLABORATION
TESTING Tools CO-CREATION Tools
CLOSED Innovation OPEN Innovation
Changing Role Of Market Research For Innovation
How should I evaluate
al the ideas that will
come in? I am not a
designer?Who is responsible
for co-creation with
consumers?
How can I integrate
consumers in the
development of
products?
Do I need new tools?
If yes, which ones?
Should I do co-
creation projects
together with a
designer?
What does this mean for Researchers?
Changing Role Of Market Research For Innovation
Researcher as TRANSLATOR Researcher as MEDIATOR
Traditional Today
Ask & Answer (one-way)
Focus groups (behind the mirror)
Listen & Discuss (two-way)
Co-Creation groups (no mirror)
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?Who is responsible
for co-creation with
consumers?
How can I integrate
consumers in the
development of
products?
Do I need new tools?
If yes, which ones?
Should I do co-
creation projects
together with a
researcher?
Changing Role Of Product Design For Innovation
Designer as CREATOR Designer as ENABLER
Traditional Today
Ideate & Design
Create & Prototype
Co-Design with the Crowd
Condensate & Enhance
A Human-Centred Innovation Approach
Human-centred
Innovation
consumer driven
Three Dimensions of Human-Centred Innovation
Analytical
Structured
Need-oriented
Creative
Open
Solution-oriented
What are the TOOLS FOR Human-Centred Innovation?
Modern Tools And Methods For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
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 For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
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 For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
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 For Human-Centred Innovation
Netnography
Online Communites as a
source of consumer insights
and initial solutions
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Co-Creation Toolkits
Concept tests and toolkits
for concept evaluation and
variation
Crowdsourcing
Platforms for external
idea- and design contests
IdeasConsumer Insights Product Solutions CommercializationConcepts & Prototypes
You can’t innovate with today’s consumers using yesterday’s methods!
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
How INTERDISCIPLINARY INNOVATION works
The DiGGiT Backpack Case
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
IdeasConsumer Insights Product Solutions CommercializationConcepts & Protoypes
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!
I twitter under
“netnoblography”
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