Exploring human centred approaches in market research and product development
Marc Steen, Nicole de Koning, Arlette Pikaart · 2004
How can human centred approaches in market research and product development improve the process and results of innovation? Based on case studies two recommendations are formulated: 1) use a comprehensive view on man for studying people's behaviour, needs and wishes while they use products or services; and 2) employ an open dialogue and cooperation between the project's client, people in R&D, and end-users or customers, including a willingness and ability to change the product based on the findings.