Management of Digital Innovation

Innovation Processes

Cognitive biases in innovation: customers

Biases in customers
  • Inability of customers to articulate their future needs and accurately evaluate the innovation
 
  • Research actual behavior
    • Actual usage data;
    • Ethnographic techniques/participant observation
  • Help users to "pre-experience" things
    • Visualization techniques including storytelling, journey maps, scenarios prototypes
 
  • Enables innovators to go beyond what "people say they do" and "would prefer"
 
(=Typical design practices)

Diskussion