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...