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Samenvatting Innovatie-onderzoek (De Marez): lessen + notities
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Samenvatting van alle lessen "Innovatie-onderzoek" aan UGent door Lieven De Marez
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By: RuudM • 2 year ago
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Samenvatting innovatie-onderzoek 1Inhoudsopgave
1 Inleiding ................................................................................................................................................ 4
1.1 Wat is innovatie?.................................................................................................................................. 4
1.2 Waarom innovatie? .............................................................................................................................. 4
1.2.1 Probleemstelling .............................................................................................................................. 6
1.3 Innovatie als proces .............................................................................................................................. 6
1.3.1 NPD process..................................................................................................................................... 6
1.3.2 Stage gate / go-no go ...................................................................................................................... 7
1.3.3 Design thinking ................................................................................................................................ 7
1.3.4 De pivot ........................................................................................................................................... 7
1.3.5 The lean start-up ............................................................................................................................. 8
1.3.6 What is vs what could be ................................................................................................................. 8
1.3.7 Breuken in het gewelf van closed innovation ................................................................................. 9
1.4 De 4 windrichtingen ............................................................................................................................. 9
1.4.1 Windrichting 1: innovatiemanagement........................................................................................... 9
1.4.2 Windrichting 2: marktonderzoek .................................................................................................. 10
1.4.3 Windrichting 3: sociale wetenschappen........................................................................................ 10
1.4.4 Windrichting 4: design studies ...................................................................................................... 11
1.5 Te weinig aandacht voor context ....................................................................................................... 11
1.6 Conclusies en algemene opmerkingen ............................................................................................... 11
2 Het kompas ......................................................................................................................................... 12
2.1 Doos met kaartjes .............................................................................................................................. 12
Innovation journey ....................................................................................................................................... 13
2.2 Opportunity ........................................................................................................................................ 13
2.2.1 Scanning on T ................................................................................................................................ 14
2.2.2 Micro Level Scanning: Five forces.................................................................................................. 15
2.2.3 User innovation (Von Hippel) ........................................................................................................ 17
2.2.4 Creativiteit ..................................................................................................................................... 19
2.2.5 Fasen ideation ............................................................................................................................... 20
2.2.6 Wisdom of crowds ......................................................................................................................... 21
2.2.7 Collective intelligence .................................................................................................................... 21
2.2.8 Crowdsourcing ............................................................................................................................... 22
2.3 Sulution .............................................................................................................................................. 23
2.4 Business model ................................................................................................................................... 23
2.5 Usage ................................................................................................................................................. 23
2.6 Lavamatrix.......................................................................................................................................... 23
2.6.1 Probleemidentificatie .................................................................................................................... 24
2.6.2 De Double Diamond ...................................................................................................................... 25
2.6.3 Empathize ...................................................................................................................................... 25
2.6.4 Contextual inquiry ......................................................................................................................... 25
2.6.5 Kernnoden die het veschil maken ................................................................................................. 27
2.6.6 Customer development ................................................................................................................. 28
2.6.7 Probleem “identificatie” ................................................................................................................ 28
2.6.8 Probleem “validatie” ..................................................................................................................... 28
2.7 Assumpties ......................................................................................................................................... 28
2.7.1 Value creation vs capture .............................................................................................................. 29
2.8 Assumptieframeworks ........................................................................................................................ 30
3 Scenario-analyse ................................................................................................................................. 31
3.1 Hoe scenario-analyse? ....................................................................................................................... 32
3.1.1 VB: analyse ABN AMRO in 2007 .................................................................................................... 32
4 Van communicatie naar configuratie ................................................................................................... 36
4.1 GO/ NO GO decision ........................................................................................................................... 37
,Samenvatting innovatie-onderzoek 2
4.2 Traditionele valkuil ............................................................................................................................. 38
4.3 User representations .......................................................................................................................... 39
4.4 Archetypes & personae ...................................................................................................................... 39
4.4.1 Waarom persona’s? ...................................................................................................................... 40
4.4.2 persona-ontwikkeling .................................................................................................................... 40
4.5 Conclusie persona & archetype .......................................................................................................... 42
4.6 Back-up slides ..................................................................................................................................... 42
4.6.1 Family planning ............................................................................................................................. 43
4.6.2 Conception/congestion ................................................................................................................. 43
4.6.3 Birth/maturation ........................................................................................................................... 43
4.6.4 Adulthood ...................................................................................................................................... 44
4.6.5 LT achievement/retirement .......................................................................................................... 44
4.6.6 Concepten ..................................................................................................................................... 45
e
4.7 2 methode voor configuratie............................................................................................................. 45
4.7.1 Conjuncte analyse ......................................................................................................................... 45
4.8 methodes voor feature-prioritisering ................................................................................................. 46
4.9 Card sorting ........................................................................................................................................ 46
4.10 Scenarios of use .................................................................................................................................. 47
4.11 Desired usage ..................................................................................................................................... 47
5 Solution island..................................................................................................................................... 48
5.1 Klassiek usability/HCI onderzoek ........................................................................................................ 48
5.1.1 usability onderzoek ....................................................................................................................... 50
5.1.2 usability testmethoden ................................................................................................................. 50
5.2 Cognitive walkthroughs ...................................................................................................................... 50
5.3 Usability onderzoek ............................................................................................................................ 52
5.4 A/B-testing ......................................................................................................................................... 53
5.5 QoE measurement .............................................................................................................................. 53
6 Gastcollege experimenteel onderzoek ................................................................................................. 53
6.1 Basisprincipes experiment .................................................................................................................. 53
6.2 Experimenten in de sociale wetenschappen ....................................................................................... 54
6.3 Experimenteel design ......................................................................................................................... 54
6.3.1 Controlegroep ............................................................................................................................... 54
6.3.2 To pre-test or not to pre-test? ...................................................................................................... 55
6.3.3 between-subjects design ............................................................................................................... 56
6.3.4 Within-subjects design .................................................................................................................. 56
6.4 Quasi-experimenteel design ............................................................................................................... 57
6.5 Interne validiteit ................................................................................................................................. 57
6.6 Externe validiteit ................................................................................................................................ 58
7 Gastcollege van saaie meneer ............................................................................................................. 58
7.1 Implicit vs explicit ............................................................................................................................... 58
7.2 Associations in the brain .................................................................................................................... 59
7.3 Priming ............................................................................................................................................... 59
7.3.1 Associative priming ....................................................................................................................... 60
7.3.2 affective of emotional priming ...................................................................................................... 60
7.4 Implicit Association Test (IAT) ............................................................................................................ 60
7.5 Implicit measures & innovation .......................................................................................................... 61
7.6 psychophysiological research ............................................................................................................. 62
8 Business model (PSAP & WTP) ............................................................................................................. 63
8.1 Diffusietheorie .................................................................................................................................... 63
8.1.1 Intention surveys ........................................................................................................................... 64
8.2 Overstijgen overschattingsprobleem.................................................................................................. 65
8.2.1 Structuur PSAP .............................................................................................................................. 66
8.3 Methoden met roots in diffusietheorie .............................................................................................. 69
9 Business model (adoptie en markt) ..................................................................................................... 71
,Samenvatting innovatie-onderzoek 3
9.1 Segmentatiesurveys ........................................................................................................................... 71
9.2 Adoptiediffusie recap ......................................................................................................................... 72
9.3 Prijsmetermethode Westerdorp ......................................................................................................... 73
9.4 Uitdagingen in het weten van WTP .................................................................................................... 74
9.5 Mogelijke oplossingen om WTP te meten .......................................................................................... 74
9.6 PSAP ................................................................................................................................................... 74
9.7 PSAP ................................................................................................................................................... 76
9.8 PSAP basis voor deze Post Launch-challenges .................................................................................... 76
9.9 Expectancy value ................................................................................................................................ 78
9.10 Testmarkten ....................................................................................................................................... 78
9.11 Minimum viable products................................................................................................................... 79
9.12 Permanente beta ................................................................................................................................ 79
10 Leren uit het gebruik van technologie.................................................................................................. 80
10.1 Enhancing interviews ......................................................................................................................... 80
10.1.1 Q-SORT...................................................................................................................................... 80
10.1.2 Video diaries ............................................................................................................................. 81
10.1.3 Design probes ........................................................................................................................... 81
10.2 Digital traces ...................................................................................................................................... 81
10.2.1 Bestuderen van Twitter ............................................................................................................ 82
10.2.2 Bestuderen van Facebook ........................................................................................................ 82
10.2.3 9GAG ......................................................................................................................................... 82
10.2.4 Viraal gaan ................................................................................................................................ 82
10.2.5 hashtags .................................................................................................................................... 82
10.3 What is “the digital”? ......................................................................................................................... 83
10.4 Digital vs digitized methods ............................................................................................................... 83
10.5 Technologische aspecten .................................................................................................................... 84
10.5.1 HTML......................................................................................................................................... 84
10.5.2 Hashtags ................................................................................................................................... 85
10.5.3 Scraping .................................................................................................................................... 85
10.5.4 API ............................................................................................................................................. 86
10.5.5 Big data ..................................................................................................................................... 87
10.5.6 Data mining............................................................................................................................... 87
10.5.7 Natural Language Processing (NLP) .......................................................................................... 87
10.5.8 Netwerkanalyse ........................................................................................................................ 88
10.5.9 Image recognition ..................................................................................................................... 88
10.5.10 Digital methods vs logging ........................................................................................................ 88
10.6 Expierience Sampling Method (ESM) or in situ self-report method .................................................... 90
10.7 Aware as an inin-siute expierience sampling tool .............................................................................. 90
10.8 Hybride tussen LOG en DM: web analytics ......................................................................................... 91
10.9 Digitale sporen: kritische noten .......................................................................................................... 91
10.10 Living labs ........................................................................................................................................... 92
10.10.1 Distributed innovation in actie ................................................................................................. 92
10.10.2 Macro-level ............................................................................................................................... 93
10.10.3 Micro-level ................................................................................................................................ 93
10.10.4 Meso-level ................................................................................................................................ 93
11 Examen ............................................................................................................................................... 94
11.1.1 Vraag 1: actua (4 punten) ......................................................................................................... 94
11.1.2 Vraag 2: Stellingen. Geef voor elk van de onderstaande stellingen aan of ze JUIST of ONJUIST
zijn, en licht toe (5x2 punten) ...................................................................................................................... 94
11.1.3 Vraag 3: open vraag (6 punten) ................................................................................................ 95
, Samenvatting innovatie-onderzoek 4
1 INLEIDING
Relevantie innovatie-onderzoek à Zijn bedrijven wel ethisch aan het werk, ethisch verantwoord?
Methodisch vak: overzicht krijgen
Belangrijkste: slides > toolbox > cursus
1.1 WAT IS INNOVATIE?
• iPhone 11: “iets nieuws, nieuwe telefoon”. Productinnovatie vanuit het bedrijf
• Tennisbal die gebruikt wordt op andere manieren: re-invention. Mens kan zelf nieuwe betekenis
geven aan producten = innovatie vanuit de burger
• Ufora is innovatie vanuit proces-efficiëntie, maar te weinig gedaan aan gebruikers-efficiëntie. Slecht
gecommuniceerd, toon waardeverandering, …
Kleine verandering is disruptieve-incrementele innovatie (ufora of iPhone 11: verandering is niet duidelijk,
stelt niet veel voor)
• Robot Washington Post: artikels volledig door een robot geschreven. Innovatie van bestaande praktijk
• Braziliaanse stam die opgeschrikt worden door vliegtuig/…: is iets onbekends voor hen en brengt hen
angst. Angst en weerstand is vaak reactie tegenover innovatie
Innovatie:
Verschillende vormen
• Ideeën (pakjes laten bezorgen via onbemande bootjes in Gent)
• Praktijken (robots die artikels schrijven)
• Object (iPhone 11)
Wordt als nieuw gezien (innovatie is innovatie als het zo wordt gezien)
à Innovatie = subjectief. Voor de ene kan iets innovatie zijn, voor andere niet à geen enkele objectivering om
iets innovatie te noemen
1.2 WAAROM INNOVATIE?
Basis van bedrijf = vaak “innovatie”. Iedereen doet aan innovatie is soort van industriële religie geworden in
functie van
• Economische slagkracht
e
• MS’lijke vooruitgang: innovatie is nodig om naar ander MS’lijk gestel te evolueren (“4 industriële
revolutie").
Agrarische SL à motoren en grote fabrieken, industriële SL à informatieSL, meer white collar
workers. Middel: geen handen en machines maar kennis en info. Vrucht hiervan = innovatie, nieuwe
producten, … Innovatie is nodig omdat andere 2 MS’lijke gestellen niet meer werken
Incubatoren: willen innovatie laten uitbreken. Innoveren en ondernemerschap wordt enorm gemotiveerd.
Hoe implementeren? Weten bedrijven vaak nog niet
Schumpeter zei tijdens periode van massaproductie “we gaan het moeten hebben van innovatie”. Iets verliezen
voor je iets nieuws kan opbouwen (creatieve disruptie). Iedereen moet gepusht worden om nieuwe dingen te
doen, jezelf bijscholen terwijl iedereen bij oude gewoontes wil blijven à kloof tussen gewoontedieren en
innovatiemensen. Oplossing = innovatie. Goed idee vermarkten
VB: videocassettes van VHS (Philips) en Betamax (Sony). Technisch was Betamax beter (kwaliteit, …). Beiden
gaan op de markt à oorlog die VHS won. Oorlog waarin ze veel geld hebben gestoken, maar er is een verliezer
= creatieve disruptie. Sony is zijn energie dan in een andere markt gaan steken (games: Playstation). Als je
hetzelfde blijft doen zorgt dat voor jouw ondergang
Innovatiespiraal draait sneller en sneller en op einde van de rit veel falende innovaties
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