As stated by Budd on “rather than understanding the demographics we need to understand psychographics.”
Knowing people’s opinion does not seem the most appropriate approach to develop a product that can be both innovative and responsive to genuine need. The manipulation of opinion is not very difficult to achieve. This does not mean that people should give up their tastes or trends or should fail to conform with the ecosystem where they live.
It means that research to identify needs must be done, not by GPS, as Deepa Prahalad says, but by a compass that gives us the direction, allows identifying opportunities and giving at the same time the possibility of different approaches.
There is a “mystical part” in consumer behavior that is supported by some research showing that the vast majority of the buying decision is made on an emotional basis and experts estimate that up 95 % of purchase behavior is rooted in the subconscious level.
So you believe that innovation has to occur naturally?
– “I think it’s something you can set up an ecosystem to encourage. Obviously hiring smart people, giving enough investment, giving people time and space to play and explore is definitely a way of investing in this idea of innovation, but you have to understand innovation is a long-term thing….
So what you often find is that the innovators are the ones who create the technology, but it takes a designer to understand the impact of that innovation and package it in a way that users actually want. “
I agree that the concept of innovation should be viewed as a long term thing and that during this time will be room to a combination of “true” innovations in order to a “desired innovation” becomes the success we have seen with some products.

But I also believe we judge ourselves by our intentions, and we judge others by their behaviors.
To that extent what the users want is what we seek to create and add (much) value.
For the companies value means a return on investment (capital) that arrives after a long period, but for the users should mean (the feeling of usefulness and usability) an investment for the future after the acquisition. It is not always so!
What people want is not always what people need!
For companies that want to be “Number One “, this distinction does not matter and as Budd warns that race is often a bad move.
That long term is referred to the time required to understand and integrate connections that represent the hidden or unconscious needs of consumers or users. Continuar leyendo «The Future of Innovation – Time to predict and time to design»
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