This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful. Embracing a human-centered innovation approach means also to intervene in existing structures of power within the company which are built upon hierarchy.

1. QUALITATIVE 2009
THE EVOLVING HUMAN
A Human-Centred Innovation Approach
WHY MARKET RESEARCHERS AND PRODUCT DESIGNERS SHOULD BE BEST FRIENDS
wordle.net
Steffen Hück, Andreas Beer, Michael Bartl
HYVE – the innovation company
Marrakech, 17th November 2009

2. What are the DRIVERS OF Human-Centred Innovation?

3. Innovation Management In Transition: Major Drivers
Social Media (R)evolution
Social Media (R)evolution Empowered Consumers
Empowered Consumers Joy’s Law
Joy’s Law
"No matter who you are,
most of the smartest people
work for someone else.”
(Bill Joy, Sun co-founder)
P&G 3M IBM
Lego Dell …
Listen to and Analyze Co-Create not just Test Open Boundaries, adjust
Conversations in Social Media with Empowered Consumers Processes & use new Tools

4. What are the IMPACTS FOR Human-Centred Innovation?

5. Innovation Management In Transition: Major Impacts
Traditional Today
PASSIVE Consumers ACTIVE Consumers
TESTING Tools CO-CREATION Tools
CLOSED Innovation OPEN Innovation
clear SEPERATION new COLLABORATION

6. Changing Role Of Market Research For Innovation
What does this mean for Researchers?
How should I evaluate
al the ideas that will
come in? I am not a
designer? Should I do co-
Who is responsible creation projects
for co-creation with together with a
consumers? designer?
How can I integrate
consumers in the Do I need new tools?
development of If yes, which ones?
products?

7. Changing Role Of Market Research For Innovation
Traditional Today
Ask & Answer (one-way) Listen & Discuss (two-way)
Focus groups (behind the mirror) Co-Creation groups (no mirror)
Researcher as TRANSLATOR Researcher as MEDIATOR

8. 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? Should I do co-
Who is responsible creation projects
for co-creation with together with a
consumers? researcher?
How can I integrate
consumers in the Do I need new tools?
development of If yes, which ones?
products?

9. Changing Role Of Product Design For Innovation
Traditional Today
Ideate & Design Co-Design with the Crowd
Create & Prototype Condensate & Enhance
Designer as CREATOR Designer as ENABLER

10. A Human-Centred Innovation Approach
Three Dimensions of Human-Centred Innovation
Creative Analytical
Open Structured
Solution-oriented Need-oriented
Human-centred
Innovation
consumer driven

11. What are the TOOLS FOR Human-Centred Innovation?

12. Modern Tools And Methods For Human-Centred Innovation
You can’t innovate with today’s consumers using yesterday’s methods!
Consumer Insights Ideas Concepts & Prototypes Product Solutions Commercialization
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Netnography Co-Creation Toolkits
Online Communites as a Concept tests and toolkits
source of consumer insights for concept evaluation and
and initial solutions variation
Crowdsourcing
Platforms for external
idea- and design contests

13. Modern Tools And Methods: Netnography
Systematic listening to online conversations of highly involved consumers
See Esomar Paper “Netnography Research” (Consumer Insights 2009)

14. Modern Tools And Methods For Human-Centred Innovation
You can’t innovate with today’s consumers using yesterday’s methods!
Consumer Insights Ideas Concepts & Prototypes Product Solutions Commercialization
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Netnography Co-Creation Toolkits
Online Communites as a Concept tests and toolkits
source of consumer insights for concept evaluation and
and initial solutions variation
Crowdsourcing
Platforms for external
idea- and design contests

15. 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)

16. Modern Tools And Methods For Human-Centred Innovation
You can’t innovate with today’s consumers using yesterday’s methods!
Consumer Insights Ideas Concepts & Prototypes Product Solutions Commercialization
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Netnography Co-Creation Toolkits
Online Communites as a Concept tests and toolkits
source of consumer insights for concept evaluation and
and initial solutions variation
Crowdsourcing
Platforms for external
idea- and design contests

17. 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

18. Modern Tools And Methods For Human-Centred Innovation
You can’t innovate with today’s consumers using yesterday’s methods!
Consumer Insights Ideas Concepts & Prototypes Product Solutions Commercialization
Lead User Method
Workshops with (lead) users
and company members
(interfunctional teams)
Netnography Co-Creation Toolkits
Online Communites as a Concept tests and toolkits
source of consumer insights for concept evaluation and
and initial solutions variation
Crowdsourcing
Platforms for external
idea- and design contests

19. 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

20. The DiGGiT Backpack Case
How INTERDISCIPLINARY INNOVATION works

21. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

22. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

23. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

24. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

25. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

26. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

27. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

28. Consumer Insights Ideas Concepts & Protoypes Product Solutions Commercialization

29. What is our MESSAGE?

30. Our Formula For Successful Human-Centred Innovation
External CO-CREATION
+
Internal COLLABORATION
+
Human-Centred TOOLS & METHODS
=
SUCCESSFUL Human-Centred INNOVATION

31. Thank You!
Explore TOGETHER the new possibilities to CO-CREATE products with consumers!
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I twitter under
“netnoblography”