Back from the wonderful ESOMAR Qualitative 2009 conference in Marrakech I would like to share our presentation with everybody interested in „Human-Centred Innovation“ and „interdisciplinary Innovation“.
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 outlining the potentials of merging different techniques and competencies of the two disciplines “Market Research” and “Product Design” in order to align products and services along consumers’ wants and needs. 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.
We also show how interdisciplinary innovation research projects can be supported with adequate research methods (like Netnography, Lead User Method, Crowdsourcing and Co-Creation toolkits) that create actionable results for all involved stakeholders. The importance of this close collaboration of market research and product design is shown by means of a selected case study. The presented diggit backpack case is closely connected with the foundation of HYVE and our concept of an innovation agency.
More detailed information as well as another more methodological-oriented case can be found here in the related ESOMAR paper.
