Does IDEO practice the four essentials for enlightened experimentation as described in the Thomke article assigned with the case? Explain how the company does or does not practice each of the four essentials. Does IDEO's culture fit well with their corporate mission?
This is where my work began. I started by trying to document the importance of user innovation — and then moved painstakingly on to try to better understand and explain the phenomenon.
Fortunately, I have wonderful colleagues and coauthors who share both the work and the fun! Orphanet Journal of Rare Diseases, 10 1: Small market size, due to the low prevalence of each disease, makes it commercially unattractive for pharmaceutical firms and other medical suppliers to invest in development of new products and services specifically for a rare disease.
As a consequence, patients with rare diseases tend to be under-served both clinically and commercially — and so may be forced to serve themselves.
To explore this idea, we conducted a survey on that topic among afflicted medical patients in Portugal. We found that there was a great deal of self- help innovation among patients with rare diseases and their non- professional caregivers.
Of respondents, 36 percent reported developing something they viewed as novel. This is in some ways an im- pressive figure, representing tens of millions of free innovators in just those six countries.
But another way to look at it is that 94—98 percent of individuals in those countries do not innovate, or perhaps try to innovate but fail. Two questions then arise: Are there differences between individuals who successfully carry out innovation projects in the household sector and those who do not?
And, if there are differences, can we do anything to increase the amount of successful free innovation? When individual consumers develop products for their own use, they in part expect to be rewarded by the use value of what they are creating utilitarian user motivesand in part expect to be rewarded intrinsically by such things as the fun and learning experience derived from creating it hedonic user motives.
The major findings of this study are that utilitarian user motives positively affect the utility of user-developed innovations. However, hedonic user motives also have an inverted U-shaped relationship with solution utility.
When the dominant motive for developing an innovation is the joy of the creative process rather than use value, the utility of what is developed is negatively affected. As an extreme example, if you are designing a boat not to use it, but for the fun of the design process, you may not be too concerned if the boat as designed will not float.
Research Policy 5 3 A sample of one hundred and eleven scientific instrument innovations was studied to determine the roles of instrument users and instrument manufacturers in the innovation processes which culminated in the successful commercialization of those instruments. Product users are not usually thought of as product innovators.
Our analysis of the process by which these user innovations are transferred to the first firm to manufacture them commercially shows three major patterns: Inventive user firms and adopting equipment manufacturing firms are characterized, and the implications of our findings discussed.
The article discusses the use of consumer buying models in industrial marketing strategies. Customer requests can be adequate tools in the development of new products and technologies. Many industrialists use the CAP model to develop custom products which eventually become standard.
Analysts say when the consumer need for a product is overt certain characteristics should determine the product idea process. Those include an easy, low-cost identification of customers through market surveys and an evaluation of long-term selling opportunities.
You can find that book under free downloadable books on this site. It has been empirically observed that, in some industries product users are the most frequent sources of product innovations while, in other industries, product manufacturers are. I explore this hypothesis by examining the real-world effectiveness of mechanisms such as patents and lead time used for the appropriation of innovation benefit and the dependence of this effectiveness on the functional relationship between innovator and innovation.
A Source of Novel Product Concepts. Accurate marketing research depends on accurate user judgments regarding their needs. In this paper I explore the problem and propose a solution: Lead users are users whose present strong needs will become general in a marketplace months or years in the future.
Since lead users are familiar with conditions which lie in the future for most others, they can serve as a need-forecasting laboratory for marketing research.
Moreover, since lead users often attempt to fill the need they experience, they can provide new product concept and design data as well.How does the Lead User' research process differ from and complement other traditional market research methods?
Answer: The Lead User Research' is the process where we find out the people or organizations that have made radical innovations to suit their needs and which are well ahead of time.
Focus on its process, organization, management and culture. 2. Compare Bank of America's approach to IDEO's product development system using the same variables as in question one. What are the differences and similarities? Discuss the differences in developing new services vs.
. Learn the differences between qualitative and quantitative research, and find out which type is right for your survey research project.
Ideally, if budget allows, we should use both qualitative and quantitative research since they provide different perspectives and usually complement each other.
A social marketing model for integrating methods must include quantitative and qualitative methods at each stage of the process for formative research, process evaluation and outcome evaluation.
While each program is unique, the model proposed here can be adapted based on available resources. and market research problem (what info is needed) talks with decision makers, industry experts, analysis of secondary data, maybe some qualitative eg focus group lead-user survey.
verbal, graphical, and mathematical models complement each other and help the researcher. identify relevant research questions and hypotheses. Research . Qualitative research is inductive and does not require a hypothesis in order to start the research process.
Let's take a closer look at this important difference, and dig a bit deeper into three key terms that help define quantitative and qualitative research.