Social Science Strategies for User-Focused Innovation and Design Management
Victor P. Seidel
Babson College; Harvard School of Engineering and Applied Sciences; University of Oxford
John P. Pinto
May 7, 2012
Design Management Review, Volume 16, Issue 4, pages 73-79, 2005
Social science research can provide a valuable pathway between consumer insights and design. However, social science methodologies come with six important strategic implications not only for consumer engagement but also for the design process itself: heed perceptual limitations; correct for cognitive biases; consider context as well as objective information; manage the pressure to conform; look for ways to bring in new knowledge; and cast a wide net in gathering ideas. The theoretical basis and practical implication of each strategy is discussed, along with two integrative examples from ongoing work in this area.
Number of Pages in PDF File: 16
Keywords: User innovation, Design management, Social science, Ethnography
JEL Classification: M12, O31
Date posted: May 8, 2012
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