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

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)


Netnography




Lead User Method


and company members





variation

Crowdsourcing





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)


Netnography




Lead User Method


and company members





variation

Crowdsourcing





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


Netnography




Lead User Method


and company members





variation

Crowdsourcing





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








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”

You also find us at