Research for Innovation
Combining research methods to inspire user-centered innovation
Research for innovation is used for user centric innovation by using techniques like stakeholder research and value proposition testing.
Research for innovation can assist in creating innovative products, services, experiences and business models. It requires implementing specific research tools like stakeholder research, immersion and shadowing, coupled with value proposition formulation and testing to achieve strong innovation results.
Identify and refine opportunities
Insights and learnings about users are gathered through stakeholder and expert interviews, immersion, shadowing and analogue research techniques. Market and industry research concerning players and stakeholders also provides a baseline of the market developments. Trend analysis allows tracking of customer behavior and leads to insights about needs or expectations.
Co-creation exercises generate ideas together with research participant. Crowdsourcing gives researchers access to internet-connected communities that provide specialized expertise and undertake data collection tasks to generate insights.
Formulate and test value propositions
The value proposition of a product or service is defined after the initial research phase. Neuroscientific methods like eye tracking, facial coding and reaction time-based tests can track the judgments people unconsciously make when exposed to a new value proposition, idea or concept.
Concept and value proposition testing is used to validate experiments with products and services by showing different versions to customers at the same time and measure the performance to see which works best. Usability testing helps validate whether a product or service corresponds with user needs.
The better companies become at quickly piloting and testing new ideas, the faster they become at innovating.