institute for ecological economy research gelena social learning and sustainability 13 th...
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Institute forEcologicalEconomyResearch
GELENASocial Learning andSustainability
13th International Greening of Industry Network ConferenceCardiff, 2-5 July 2006
Consumer-Integration in Sustainable Product
Development
Esther HoffmannInstitute for Ecological Economy Research (IÖW)[email protected]
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etOutline
User Involvement in Product Development
The INNOCOPE method Experience with INNOCOPE
Learning Results
Conclusions
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etRelevance of Users in Product Innovations
New Product Success Studies Customer and market orientation
Customer involvement
Innovation Research Users are relevant sources for innovation ideas
User feedback and re-invention by users
Sustainability Changes in production and consumption patterns needed
Shape products according to users’ needs
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etINNOCOPE
innovating through consumer-integrated product development
Concept of a series of 3 workshops
Consumers and company members
Development and assessment of product ideas and concepts Small working groups Creative techniques
Embedded in product development process
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etGoals of INNOCOPE
Mutual learning Increased knowledge
Changes in values
Changes in (potential) behaviour
Concerning: Climate change and climate protection Product (production and use) The role of users in product development
Climate-friendly products
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etApplication of INNOCOPE
Product: Pedelecs (pedal electric cycles: bicycles supported by an electric motor) Goal: new target groups; bicycles for longer distances
Company: Hawk Bikes E+M GmbH, Berlin/Germany Senior management, product management, design, sales
20 randomly selected consumers Diversity
socio-demographic factors bicycle use environmental attitudes
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etINNOCOPE Procedure
Workshop 1 (March 2005)
Introduction to product and procedure
Discussion on product and generation of product ideas
Workshop 2 (June 2005)
Discussion on user needs and product concepts
Assessment and Evaluation of product concepts (including EcoClass)
Workshop 3 (September 2005)
Assessment of prototype and idea generation for
marketing and sales
Interim (March – June 2005)
Company assesses the marketability of the ideas and elaborates the ideas
Interim (June –September 2005)
Company elaborates the product concept and
ideas, designs prototype
Co-operation Company -User
Activities of the Company
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etWorkshop 1: Testing of
Pedelecs
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etWorkshop 2: Pedelec
Concept for Transportation
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etWorkshop 3: Presentation of
Prototype
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etOrganisational Learning
Results
Increase in Knowledge on User needs
User preferences of product features
Products‘ contribution to climate change
Changes in Behaviour New products adopted to user needs
Increase of climate-friendly behaviour
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etFailures in Organisational
Learning
(Almost) no new knowledge on Climate change and climate protection
How to involve users in product development
No changes in values Role of users in product development
Responsibility for climate protection (products, production processes)
Awareness of climate change
No changes in behaviour concerning Methods to analyse user needs
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etExplanations for Learning
Success
Consumers accepted as knowledgeable actors Experts of every-day life
Knowledge on bicycle usage and user needs
Senior management support Took the decision to co-operate and decides on follow-up
Participated in 2 workshops
Positive assessment of INNOCOPE
Creative Dialogue Creative techniques supported idea generation
Interaction on implicit knowledge (drawing, story telling)
Users dared to bring in their ideas
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etExplanations for Learning
Failures
View of Users Sceptical towards users‘ ability to develop product ideas
Senior manager has the most sceptical view
Filtering mechanisms Clear ideas on consumer preferences hamper knowledge
acquisition (e.g. relevance of design)
Climate change and protection is considered as irrelevant concerning the company‘s products
Incompleteness of learning process Newly acquired knowledge is neither distributed nor stored in
the company
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etConclusions: Success Factors
for Consumer-integration Open attitude of the company
Commitment of users
Start discussion from user needs Discussion in small groups Creative techniques
Clearly defined tasks
Involvement of relevant company members Senior management support Embedded in organisational processes
Repeated interaction
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etThank you!
Contact: Esther Hoffmann
Institut für ökologische Wirtschaftsforschung (IÖW) gGmbHInstitute for Ecological Economy ResearchPotsdamer Str. 10510785 Berlin, [email protected]. +49 – 30 – 884 594 – 22
Sponsored by: