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TRANSCRIPT
The Consumer in the InnovationProcessInnovation, Markets and the Consumer
Mark Cavender
Objective
Understand the role of consumers in the current innovation processes: • Co-creation approaches
• Lead users
• End-users
• Customer-centricity
Agenda
Innovation and the Technology Adoption Life Cycle (TALC)
Consumer Roles in Innovation
Tips and Tricks: Optimizing Consumer Input Across the TALC
Agenda
Innovation and the Technology Adoption Life Cycle (TALC)
Consumer Roles in Innovation
Tips and Tricks: Optimizing Consumer Input Across the TALC
Consumers Adopt Technology in Different Ways
Innovators - Technology Enthusiasts
Early Adopters - The Visionaries
Early Majority - Pragmatists
Late Majority - Conservatives
Laggards - Skeptics
Technology Adoption Life Cycle
Technology Adoption
Life Cycle
Indefinitely elastic
middle periodM
arke
t G
row
th
Time
Main Street
Thriving Market
Maturing Market
Declining MarketFault
Line!
End of Life
Early
Market Bowling Alley
Tornado
Philips, Innovation and You
http://www.youtube.com/watch?v=xL0T5FU5c1U#t=70
Four Innovation Zones
Disruptive
Innovation
Application
Innovation
Product
Innovation
PlatformInnovation
Enhancement
Innovation
Integration
Innovation
Experiential
Innovation
Process
Innovation
Marketing
Innovation
Business Model
Innovation
Line Extension
Innovation
Value Engineering
Innovation
Harvest& Exit
Renewal Innovation
Disruptive
Innovation
Application
Innovation
Product
Innovation
PlatformInnovation
Enhancement
Innovation
Integration
Innovation
Experiential
Innovation
Process
Innovation
Marketing
Innovation
Business Model
Innovation
Line Extension
Innovation
Value Engineering
Innovation
Harvest& Exit
Renewal InnovationRenewal Innovation
Product
Leadership
Zone
Operational
Excellence
Zone
Customer
Intimacy
Zone
Category
Renewal
Zone
Return on Innovation
How can we get a return on innovation?
Differentiation Neutralization
Productivity
Agenda
Innovation and the Technology Adoption Life Cycle (TALC)
Consumer Roles in Innovation
Tips and Tricks: Optimizing Consumer Input Across the TALC
Innovation Has Changed in the 21st Century
From an isolated laboratory To a social and participative approach
Technology Enables Collaboration
From Systems of Record To Systems of Engagement
Co-Creation
A business strategy focusing on customer experience and interactive relationships. Co-creation allows and encourages a more active involvement from the customer to create a value-rich experience
...is the chance for others to complete the work that you started, going well beyond what you envisioned or intended"• Henry Chesbrough
Co-Creation Types
Co-Creation – Guiding Principles
Co-Creation
http://www.youtube.com/watch?v=VlD2EyW5W_k
Lead Users
Early adopters of new methods, products, and technologies.
Their needs and choices usually portend the needs and choices of the general market
Provide significant opportunities for introduction of innovative products.
End User
Person or organization that actually uses a product, as opposed to the person or organization that authorizes, orders, procures, or pays for it.
Customer-Centricity
Creating a positive consumer experience at the point of sale and post-sale.
Differentiate from competitors who do not offer the same experience.
Technology and Customer Driven Innovation at Intuit
http://www.youtube.com/watch?v=3S3RcYQm2jw
Agenda
Innovation and the Technology Adoption Life Cycle (TALC)
Consumer Roles in Innovation
Tips and Tricks: Optimizing Consumer Input Across the TALC
Innovation Across the TALC
Cus
tom
erS
atis
fact
ion
Time
Enablers
“Delighters”
Price / Performance
Bowling Alley Tornado Main StreetEarly Market
Initial
Release
Potential Pitfall
Beware of how you use input from Bowling Alley customers once they are using your product successfully.
They will tell you the “delighters” they want.
In the Bowling Alley, you should be focusing on the “enablers” for your next segment(s).
The Initial Release
Steve Jobs on Innovation
So you can’t go out and ask people, you know, what’s the next big thing? There’s a great quote by Henry Ford, right? He said, “If I’d asked my customers what they wanted, they would have told me ‘A faster horse.‘ ”
The Enablers
Price / Performance
Delighters
Use the TALC to Shape the Consumer’s Role in Innovation
Main Street
Thriving Market
Maturing Market
Declining MarketFault
Line!
End of Life
Early
Market Bowling Alley
Tornado
In Conclusion
The Technology Adoption Life Cycle can serve as a framework for planning innovation initiatives
Consumers play many roles in the innovation process
Consumer roles vary dramatically as a product category moves through the Technology Adoption Life Cycle
Mark [email protected]
Dr. Carlos Té[email protected]
Lic. Sergio GarcíaProfesor Tutor
Lic. Sergio Garcí[email protected]
Derechos Reservados 2015 Tecnológico de MonterreyProhibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.
Derechos Reservados 2015 Tecnológico de MonterreyProhibida la reproducción total o parcial de esta obra
sin expresa autorización del Tecnológico de Monterrey.