INNOVATIE-ONDERZOEK (SYLLABUS)
INHOUDSOPGAVE
INTRODUCTIE ..................................................................................................................5
WAAROM INNOVATIE-ONDERZOEK ...........................................................................................7
INNOVATOR’S DILEMMA .............................................................................................................. 7
NIEUW = INNOVATIE? ................................................................................................................. 8
DIFFUSION OF INNOVATIONS – THEORIE.......................................................................................... 8
INNOVATIE = ONZEKERHEID ......................................................................................................... 8
METAFOOR VN BOWLINGSPEL .................................................................................................... 10
FOCUS OP GEBRUIKER, EERDER DAN OP TECHNOLOGIE .................................................................... 11
QOS & QOE: 2 ZIJDEN ZELFDE INNOVATIEMUNT ........................................................................ 11
QUALITY OF SERVICE (QOS) ...................................................................................................... 11
QUALITY OF EXPERIENCE (QOE) ................................................................................................. 11
ONDERZOEK MET GEBRUIKER EN QOE ALS DOEL ............................................................................. 12
HARDER, BETTER, FASTER, STRONGER … ................................................................................. 12
DE INNOVATIESPIRAAL .............................................................................................................. 12
ITERATIES TROEF! .................................................................................................................... 13
DE GEBRUIKER ALS KOMPAS .......................................................................................... 14
IS USER-CENTRIC INNOVATIE DE ENIGE WEG? ........................................................................... 14
WAAROM VALT QOS VN DE TROON? ............................................................................................ 14
WAAROM VALT GESLOTEN INNOVATIE VN DE TROON? ....................................................................... 15
OPEN & USER-ORIENTED OP DE TROON ............................................................................... 15
GAAT HET DAN LOUTER OM DE SHIFT NAAR EEN USER-ORIENTED VISIE OP INNOVATIE? ......................... 17
ONTSTAAN VN NIEUWE INNOVATIEDOMEINEN ................................................................................ 17
DE VIER WINDRICHTINGEN ............................................................................................ 18
WINDRICHTING 1: INNOVATIEMANAGEMENT ............................................................................ 18
BREUKEN IN HET GEWELF .......................................................................................................... 18
OPEN INNOVATIE: KENNIS ALS HANDELSWAAR ............................................................................... 19
INNOVATIENETWERKEN ............................................................................................................. 19
DE GEBRUIKERS ALS STAKEHOLDER BINNEN OPEN INNOVATIE ............................................................ 20
WINDRICHTING 2: SOCIALE WETENSCHAPPEN .......................................................................... 20
METHODEN............................................................................................................................ 20
THEORIEËN ............................................................................................................................ 21
TEKORTKOMINGEN .................................................................................................................. 21
WINDRICHTING 3: MARKTONDERZOEK.................................................................................... 21
WHAT A THING? MARKETING? .................................................................................................... 21
MARKTONDERZOEK VS. INNOVATIE-ONDERZOEK ............................................................................. 22
STRATEGISCHE MARKETING BINNEN INNOVATIE-ONDERZOEK ............................................................. 22
DE KORTZICHTIGHEID VN MARKTONDERZOEK ................................................................................. 23
WINDRICHTING 4: HCI & DESIGN THINKING............................................................................. 23
CREATIVITEIT DOOR DESIGN THINKING .......................................................................................... 23
1
,INTERACTIE TUSSEN MENS EN MACHINE ........................................................................................ 24
CONCLUSIE ..................................................................................................................... 24
HET MANAGEN VN INNOVATIE........................................................................................ 25
HET NEW PRODUCT DEVELOPMENT-PROCES............................................................................ 25
INNOVATIE-ONTWIKKELING ALS EEN GEFASEERD PROCES ................................................................. 25
INCONSISTENTIE OMTRENT FASEN IN HET PROCES ........................................................................... 25
INCONSISTENTIE EN DIVERSITEIT IN CONCEPTUALISERING VN NPD...................................................... 25
STAGE-GATE PROCESSEN .......................................................................................................... 25
OPEENVOLGING VN STAGES EN GATES .......................................................................................... 26
HCI WATERVALMODEL ............................................................................................................. 28
KRITIEKEN OP SEQUENTIËLE FASES .............................................................................................. 28
CYCLISCH ITERATIEVE PROCESSEN ........................................................................................ 29
DESIGN THINKING ALS PROCES ................................................................................................... 29
PIVOT ................................................................................................................................... 29
THE LEAN START-UP EN Z’N BUILD-MEASURE-LEARN FEEDBACK LOOP .................................................. 30
AGILE DEVELOPMENT ............................................................................................................... 31
CONCLUSIE ........................................................................................................................... 31
INNOVATIE ALS EEN REIS ...................................................................................................... 31
OPPORTUNITEITEN VERKENNEN .................................................................................... 32
REGIO ‘BUSNIESS & MARKET ENVIRONMENT’ ............................................................................ 32
ENVIRONMENTAL SCANNING ...................................................................................................... 33
PESTEL ANALYSE ................................................................................................................... 35
FIVE FORCES ANALYSIS ............................................................................................................. 37
SWOT-ANALYSE ..................................................................................................................... 40
EXPERT INTERVIEW .................................................................................................................. 42
SCENARIO ANALYSE ................................................................................................................. 44
REGIO ‘PROBLEM IDENTIFICATION’ ......................................................................................... 46
CONTEXTUAL INQUIRY .............................................................................................................. 46
FOCUS GROUPS ...................................................................................................................... 49
REGIO ‘INNOVATION BY USERS’ ............................................................................................. 53
LEAD USER RESEARCH .............................................................................................................. 53
TOOLKITS FOR USER INNOVATION ................................................................................................ 55
HACKATHONS ........................................................................................................................ 57
REGIO ‘IDEATION’ .............................................................................................................. 61
CREATIVE BRAINSTORM............................................................................................................. 61
CROWDSOURCING .................................................................................................................. 64
OPLOSSINGEN VORMGEVEN.......................................................................................... 67
REGIO ‘DESIRED USAGE’...................................................................................................... 67
STORYTELLING........................................................................................................................ 68
REGIO ‘CREATE’ ................................................................................................................ 70
PROTOTYPING ........................................................................................................................ 70
REGIO ‘FOCUS’ ................................................................................................................. 73
CARD SORTING ....................................................................................................................... 73
TOP TASK ANALYSE .................................................................................................................. 76
2
,CONJOINT ANALYSE ................................................................................................................. 78
EYE-TRACKING ....................................................................................................................... 81
REGIO ‘SIMULATED REAL LIFE IMPLEMENTATION’........................................................................ 83
PROXY TECHNOLOGY ASSESSMENT (PTA) ..................................................................................... 83
WIZARD OF OZ ....................................................................................................................... 85
REGIO ‘USABILITY’ ............................................................................................................. 87
HEURISTIC EVALUATION ............................................................................................................ 87
COGNITIVE WALKTHROUGHS...................................................................................................... 89
REGIO ‘EFFECT’ ................................................................................................................. 91
EXPERIMENT .......................................................................................................................... 91
PSYCHOFISIOLOGIE ................................................................................................................. 97
BUSINESS CREEËREN .................................................................................................. 101
REGIO ‘KEY PARTNERS’ ..................................................................................................... 101
STAKEHOLDER MAPPING .......................................................................................................... 102
REGIO ‘VALUE CAPTURE’ ................................................................................................... 106
EXPECTANCY VALUE ................................................................................................................ 106
WILLINGNESS TO PAY .............................................................................................................. 109
REGIO ‘CUSTOMER SEGMENT’ ............................................................................................. 111
INNOVATION SCALES ............................................................................................................... 111
REGIO ‘ADOPTION FORECASTS’ ........................................................................................... 114
PSAP .................................................................................................................................. 117
ECONOMETRIC DIFFUSION MODELING ......................................................................................... 121
TEST MARKET ......................................................................................................................... 124
LEREN UIT GEBRUIK ..................................................................................................... 126
REGIO ‘ATTITUDES’ .......................................................................................................... 126
IN-DEPTH INTERVIEW............................................................................................................... 127
EXPERIENCE MAP ................................................................................................................... 130
IMPLICIT ASSOCIATION TESTING ................................................................................................. 133
DIARY STUDIES ...................................................................................................................... 135
REGIO ‘OBSERVATIONS’ .................................................................................................... 138
ETHNOGRAPHIC OBSERVATIONS ................................................................................................ 138
REGIO ‘DIGITAL TRACES’.................................................................................................... 142
(ONLINE) COHORT ANALYSIS & CHURN ....................................................................................... 147
NETNOGRAPHY ...................................................................................................................... 149
SOCIAL NETWORK ANALYSIS...................................................................................................... 151
KENNISCONTAINERS ................................................................................................... 155
PERSONA’S........................................................................................................................... 156
BUSINESS MODEL CANVAS ....................................................................................................... 159
LEAN VALIDATION BOARD ......................................................................................................... 162
INNOVEREND INNOVATIE ONDERZOEK ........................................................................ 165
DIGITAL METHODS ........................................................................................................... 165
3
, IMPLICIETE ASSOCIATIE METHODEN ...................................................................................... 166
HCCI-ONDERZOEK .......................................................................................................... 166
WOORDENLIJST........................................................................................................... 168
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INHOUDSOPGAVE
INTRODUCTIE ..................................................................................................................5
WAAROM INNOVATIE-ONDERZOEK ...........................................................................................7
INNOVATOR’S DILEMMA .............................................................................................................. 7
NIEUW = INNOVATIE? ................................................................................................................. 8
DIFFUSION OF INNOVATIONS – THEORIE.......................................................................................... 8
INNOVATIE = ONZEKERHEID ......................................................................................................... 8
METAFOOR VN BOWLINGSPEL .................................................................................................... 10
FOCUS OP GEBRUIKER, EERDER DAN OP TECHNOLOGIE .................................................................... 11
QOS & QOE: 2 ZIJDEN ZELFDE INNOVATIEMUNT ........................................................................ 11
QUALITY OF SERVICE (QOS) ...................................................................................................... 11
QUALITY OF EXPERIENCE (QOE) ................................................................................................. 11
ONDERZOEK MET GEBRUIKER EN QOE ALS DOEL ............................................................................. 12
HARDER, BETTER, FASTER, STRONGER … ................................................................................. 12
DE INNOVATIESPIRAAL .............................................................................................................. 12
ITERATIES TROEF! .................................................................................................................... 13
DE GEBRUIKER ALS KOMPAS .......................................................................................... 14
IS USER-CENTRIC INNOVATIE DE ENIGE WEG? ........................................................................... 14
WAAROM VALT QOS VN DE TROON? ............................................................................................ 14
WAAROM VALT GESLOTEN INNOVATIE VN DE TROON? ....................................................................... 15
OPEN & USER-ORIENTED OP DE TROON ............................................................................... 15
GAAT HET DAN LOUTER OM DE SHIFT NAAR EEN USER-ORIENTED VISIE OP INNOVATIE? ......................... 17
ONTSTAAN VN NIEUWE INNOVATIEDOMEINEN ................................................................................ 17
DE VIER WINDRICHTINGEN ............................................................................................ 18
WINDRICHTING 1: INNOVATIEMANAGEMENT ............................................................................ 18
BREUKEN IN HET GEWELF .......................................................................................................... 18
OPEN INNOVATIE: KENNIS ALS HANDELSWAAR ............................................................................... 19
INNOVATIENETWERKEN ............................................................................................................. 19
DE GEBRUIKERS ALS STAKEHOLDER BINNEN OPEN INNOVATIE ............................................................ 20
WINDRICHTING 2: SOCIALE WETENSCHAPPEN .......................................................................... 20
METHODEN............................................................................................................................ 20
THEORIEËN ............................................................................................................................ 21
TEKORTKOMINGEN .................................................................................................................. 21
WINDRICHTING 3: MARKTONDERZOEK.................................................................................... 21
WHAT A THING? MARKETING? .................................................................................................... 21
MARKTONDERZOEK VS. INNOVATIE-ONDERZOEK ............................................................................. 22
STRATEGISCHE MARKETING BINNEN INNOVATIE-ONDERZOEK ............................................................. 22
DE KORTZICHTIGHEID VN MARKTONDERZOEK ................................................................................. 23
WINDRICHTING 4: HCI & DESIGN THINKING............................................................................. 23
CREATIVITEIT DOOR DESIGN THINKING .......................................................................................... 23
1
,INTERACTIE TUSSEN MENS EN MACHINE ........................................................................................ 24
CONCLUSIE ..................................................................................................................... 24
HET MANAGEN VN INNOVATIE........................................................................................ 25
HET NEW PRODUCT DEVELOPMENT-PROCES............................................................................ 25
INNOVATIE-ONTWIKKELING ALS EEN GEFASEERD PROCES ................................................................. 25
INCONSISTENTIE OMTRENT FASEN IN HET PROCES ........................................................................... 25
INCONSISTENTIE EN DIVERSITEIT IN CONCEPTUALISERING VN NPD...................................................... 25
STAGE-GATE PROCESSEN .......................................................................................................... 25
OPEENVOLGING VN STAGES EN GATES .......................................................................................... 26
HCI WATERVALMODEL ............................................................................................................. 28
KRITIEKEN OP SEQUENTIËLE FASES .............................................................................................. 28
CYCLISCH ITERATIEVE PROCESSEN ........................................................................................ 29
DESIGN THINKING ALS PROCES ................................................................................................... 29
PIVOT ................................................................................................................................... 29
THE LEAN START-UP EN Z’N BUILD-MEASURE-LEARN FEEDBACK LOOP .................................................. 30
AGILE DEVELOPMENT ............................................................................................................... 31
CONCLUSIE ........................................................................................................................... 31
INNOVATIE ALS EEN REIS ...................................................................................................... 31
OPPORTUNITEITEN VERKENNEN .................................................................................... 32
REGIO ‘BUSNIESS & MARKET ENVIRONMENT’ ............................................................................ 32
ENVIRONMENTAL SCANNING ...................................................................................................... 33
PESTEL ANALYSE ................................................................................................................... 35
FIVE FORCES ANALYSIS ............................................................................................................. 37
SWOT-ANALYSE ..................................................................................................................... 40
EXPERT INTERVIEW .................................................................................................................. 42
SCENARIO ANALYSE ................................................................................................................. 44
REGIO ‘PROBLEM IDENTIFICATION’ ......................................................................................... 46
CONTEXTUAL INQUIRY .............................................................................................................. 46
FOCUS GROUPS ...................................................................................................................... 49
REGIO ‘INNOVATION BY USERS’ ............................................................................................. 53
LEAD USER RESEARCH .............................................................................................................. 53
TOOLKITS FOR USER INNOVATION ................................................................................................ 55
HACKATHONS ........................................................................................................................ 57
REGIO ‘IDEATION’ .............................................................................................................. 61
CREATIVE BRAINSTORM............................................................................................................. 61
CROWDSOURCING .................................................................................................................. 64
OPLOSSINGEN VORMGEVEN.......................................................................................... 67
REGIO ‘DESIRED USAGE’...................................................................................................... 67
STORYTELLING........................................................................................................................ 68
REGIO ‘CREATE’ ................................................................................................................ 70
PROTOTYPING ........................................................................................................................ 70
REGIO ‘FOCUS’ ................................................................................................................. 73
CARD SORTING ....................................................................................................................... 73
TOP TASK ANALYSE .................................................................................................................. 76
2
,CONJOINT ANALYSE ................................................................................................................. 78
EYE-TRACKING ....................................................................................................................... 81
REGIO ‘SIMULATED REAL LIFE IMPLEMENTATION’........................................................................ 83
PROXY TECHNOLOGY ASSESSMENT (PTA) ..................................................................................... 83
WIZARD OF OZ ....................................................................................................................... 85
REGIO ‘USABILITY’ ............................................................................................................. 87
HEURISTIC EVALUATION ............................................................................................................ 87
COGNITIVE WALKTHROUGHS...................................................................................................... 89
REGIO ‘EFFECT’ ................................................................................................................. 91
EXPERIMENT .......................................................................................................................... 91
PSYCHOFISIOLOGIE ................................................................................................................. 97
BUSINESS CREEËREN .................................................................................................. 101
REGIO ‘KEY PARTNERS’ ..................................................................................................... 101
STAKEHOLDER MAPPING .......................................................................................................... 102
REGIO ‘VALUE CAPTURE’ ................................................................................................... 106
EXPECTANCY VALUE ................................................................................................................ 106
WILLINGNESS TO PAY .............................................................................................................. 109
REGIO ‘CUSTOMER SEGMENT’ ............................................................................................. 111
INNOVATION SCALES ............................................................................................................... 111
REGIO ‘ADOPTION FORECASTS’ ........................................................................................... 114
PSAP .................................................................................................................................. 117
ECONOMETRIC DIFFUSION MODELING ......................................................................................... 121
TEST MARKET ......................................................................................................................... 124
LEREN UIT GEBRUIK ..................................................................................................... 126
REGIO ‘ATTITUDES’ .......................................................................................................... 126
IN-DEPTH INTERVIEW............................................................................................................... 127
EXPERIENCE MAP ................................................................................................................... 130
IMPLICIT ASSOCIATION TESTING ................................................................................................. 133
DIARY STUDIES ...................................................................................................................... 135
REGIO ‘OBSERVATIONS’ .................................................................................................... 138
ETHNOGRAPHIC OBSERVATIONS ................................................................................................ 138
REGIO ‘DIGITAL TRACES’.................................................................................................... 142
(ONLINE) COHORT ANALYSIS & CHURN ....................................................................................... 147
NETNOGRAPHY ...................................................................................................................... 149
SOCIAL NETWORK ANALYSIS...................................................................................................... 151
KENNISCONTAINERS ................................................................................................... 155
PERSONA’S........................................................................................................................... 156
BUSINESS MODEL CANVAS ....................................................................................................... 159
LEAN VALIDATION BOARD ......................................................................................................... 162
INNOVEREND INNOVATIE ONDERZOEK ........................................................................ 165
DIGITAL METHODS ........................................................................................................... 165
3
, IMPLICIETE ASSOCIATIE METHODEN ...................................................................................... 166
HCCI-ONDERZOEK .......................................................................................................... 166
WOORDENLIJST........................................................................................................... 168
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