Design and a deep customer insight approach to innovation

Price, Rebecca & Wrigley, Cara (2016) Design and a deep customer insight approach to innovation. Journal of International Consumer Marketing, 28(2), pp. 92-105.

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Abstract

This paper proposes and explores the Deep Customer Insight Innovation Framework in order to develop an understanding as to how design can be integrated within existing innovation processes. The Deep Customer Insight Innovation Framework synthesises the work of Beckman and Barry (2007) as a theoretical foundation, with the framework explored within a case study of Australian Airport Corporation seeking to drive airport innovations in operations and retail performance. The integration of a deep customer insight approach develops customer-centric and highly integrated solutions as a function of concentrated problem exploration and design-led idea generation. Businesses’ facing complex innovation challenges or seeking to making sense of future opportunities will be able to integrate design into existing innovation processes, anchoring the new approach between existing market research and business development activities. This paper contributes a framework and novel understanding as to how design methods are integrated into existing innovation processes for operationalization within industry.

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ID Code: 89653
Item Type: Journal Article
Refereed: Yes
Keywords: Design-led innovation, Design thinking, Unknown customer, Innovation, Customer experience, Airport, Aviation Industry, Passenger Experience
DOI: 10.1080/08961530.2015.1092405
ISSN: 1528-7068
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Design Innovation (120302)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: © 2016 Taylor & Francis Group, LLC
Deposited On: 29 Oct 2015 05:04
Last Modified: 17 Aug 2016 23:19

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