The information needs of User-Centered research & design, and marketing all arise from studying people in different ways. Each builds up a vision about prospective people the product should serve, referred to as ‘users’ and ‘consumers’ respectively and how it should serve them. There is a gap between these visions which should be bridged. I want to see how this can be done in structuring the work and composition of the project teams in an R&D organization and how they work with marketing in the businesses they serve.
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Case Study
My current research at Philips Research in the Human Interactions & Experiences group at the High Tech Campus in Eindhoven, NL centers around a better understanding of innovation methods. I am specifically looking at the union of Design Thinking/User-Centered Design (UCD) and Marketing. The above is my elevator pitch.
I’ve completed a study that I call “Innovation @ Philips” in which I interviewed 22 people from all across Philips. The results are forthcoming publicly. I used this study as a basis for my understanding of innovation here giving me an understanding of the context in which innovation is occurring.
I am currently doing a participatory ethnography of a research project here in Philips. It’s subject is not something I can currently disclose, but I am using this to build up a case study both to understand how innovation happens here as well as to introduce new methods on how to connect marketing to Design Thinking.
The information needs of User-Centered research & design, and marketing all arise from studying people in different ways. Each builds up a vision about prospective people the product should serve, referred to as ‘users’ and ‘consumers’ respectively and how it should serve them. There is a gap between these visions which should be bridged. I want to see how this can be done in structuring the work and composition of the project teams in an R&D organization and how they work with marketing in the businesses they serve.
