A human centred innovation approach - Why market researchers and product designers should be best friends

Steffen Hück, Andreas Beer & Michael Bartl

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.

A human centred innovation approach – Why market researchers and product designers should be best friends

Steffen Hück, Andreas Beer and Michael BartlHYVE AG, Germany

CHANGING ROLE MODELS OF MARKET RESEARCH AND PRODUCT DESIGN FOR INNOVATION

Innovation Management in Transition

The history of product development clearly shows a strict separation of production and the consumption of goods. The integration of a broader mass of end consumers into the innovation and value creation process was definitely not common practice. IP and legal concerns, the lack of secrecy and occurring difficulties in profit-sharing are cited as the...

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