The presentation on fuzzy front for HFI Contextual innovation Team

1. Fuzzy Front End of Innovation Rushikesh Kulkarni Human factors international

2. Being innovative – What does it mean ? Source : Creative business solution How do I start …..??

3. Stage Gate Method Example: Where do these ideas/opportunity come from???

4. Example: Courtesy : Phil Mc Kenney (VP, CTO Hewlett-Packard S an Jose) Distributed by Phil Mc Kenney creative commons : non commercial

5. Fuzzy Front End of Company Source: Fuzzy Front End: Effective Methods, Tools, and Techniques. Peter A.Koen, Greg M.Ajamian, Scott Boyce,Allen Clamen, Eden Fisher, Stavros Fountoulakis, Albert Johnson, Pushpinder Puri, and Rebecca Seibert Vision Opportunity Idea Concept How does one have a vision which is sustainable ? Which vision is better ?

6. New concept : Fuzzy Front End of Company Source: Fuzzy Front End: Effective Methods, Tools, and Techniques. Peter A.Koen, Greg M.Ajamian, Scott Boyce,Allen Clamen, Eden Fisher, Stavros Fountoulakis, Albert Johnson, Pushpinder Puri, and Rebecca Seibert

7. Fuzzy Front End : Comparing it with New Product Development Is it good to have a Fuzzy Front End ? Source: Fuzzy Front End: Effective Methods, Tools, and Techniques. Peter A.Koen, Greg M.Ajamian, Scott Boyce,Allen Clamen, Eden Fisher, Stavros Fountoulakis, Albert Johnson, Pushpinder Puri, and Rebecca Seibert

10. Know your users

11. “ Survival of the Fittest " as a synonym for "natural selection“ Charles Darwin Introduction

12. “ Innovate or perish ” Introduction

13. Why users innovate? Heterogeneous needs Manufacture looks at only common needs and hence cannot cater to each customer. Look for cheaper alternatives

15. Lead Users: Example Examples for commercial innovations created by Lead User development Physical products -- A manufacturer of brakes for mass-market cars is looking for a new product which excels existing solutions in efficiniency by far. After research in several industrial and sports segments, the company successfully identifies the existance of highly efficient custom-made brakes in the fields of aerospace, professional car racing and train engineering . In close cooperation with train/aerospace engineers and car racing pilots it adopts these initial ideas, modifies them according to the needs of the mass market and the business possibilities of the company and creates an instant economical success.

16. Lead Users: Example Space is the ultimate platform for nutritional innovations, in which astronauts are a unique “lead user” for product innovations.

17. How often do users innovate?

18. Kinds of innovations user will develop and prototype ?

20. Lead Users: Identification of Trends Identification of trends: Before one can identify lead users in a given product category of interest, one must identify the underlying trends on which these users have a leading position. Methods used could be range from intuitive judgments of experts ('Delphi method') to simple trend extrapolation and more complex econometric models . It seems easier to predict future trends for industrial than consumer goods .

21. Lead Users: Identification of lead users Identification of lead users: Based on the detected trends the second step is to identify a sample of lead users. Lead users should be at the leading edge of the trend being studied and should display correlates of high expected benefit from solutions to related needs. The identification of lead users certainly is the most crucial step of this approach. According to the relevant literature lead users can be identified by databank analyses, surveys or personal interviews. In the last years a number of online tools for the support of lead user identification have been developed (e.g. Yenta, IDOL, Xpert-finder) (Springer et al. 2006). While in industrial markets pioneers are often well known, it is much more difficult to find lead users in consumer markets.

22. Lead Users: Identification of lead users Screening Approach: For a large number of product users “screening” for the presence of the previously identified indicators can be carried out for Lead Users. As well as the information freely available about companies from customer data banks, customer complaints or externally produced reports, telephone interviews can also be used. This approach is practical when the number of customers in the market is oversee able and a complete screening of all users possible.

23. Lead Users: Identification of lead users Networking Approach: This approach involves a small number of customers who are asked if they know of other product users who have new needs or are innovatively active. These kinds of recommendations usually lead very quickly to interesting Lead Users. A significant advantage of this methodology lies in that the team is often exposed to analogous fields in which similar challenges are present as in the search field in question. An example for this is the Lead User project for “medical imaging” for the recognition of small tumors. The search process here didn’t just involve leading radiologists but also experts from the military field as Lead Users. The identification of minute details by the military (e.g. weapons) on satellite images is achieved through pattern-recognition software that is capable of very good results when the resolution is particularly poor. The idea of using a pattern-recognition system for “medical imaging” was completely new as previously the focus had always been on improving resolution.

24. Lead Users: Development of lead user product concepts Development of lead user product concepts: The third step is to produce innovation oriented information on lead user needs and use contexts. The outcome of this step is one or more new product or service concepts judged by participants to be responsible to lead user needs. Methods in this step could range from standard market research to active involvement of lead users, e.g. by product development workshops (Kleinschmidt et al. 1996). Springer et al. argue that in the case of industrial goods it is more likely to apply active methods like lead user workshops while as in the case of consumer goods surveys and focus groups are more appropriate.

25. Lead Users: Market Testing Market testing: As the need of today’s lead users are not necessarily the same as the needs of future customers, the final step in the lead user method is to test whether concepts found valuable by lead users also will be valued by the more typical users in the target market. Appropriate methods are score-tests, mini-market tests or test market simulations (Springer et al. 2006).

27. How is it different from what we do? Ethnography tell the present needs / pain point Lead user tell about the problems and opportunities of future Source: Eric von Hippiel; Democratizing innovation

30. Thank you ! Thank you Presentation available on slide share (Downloadable) Article on innovation tracker Videos available in Bangalore and Pondicherry office (Contact Apala , Sarit, me)

34. Lead Users