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19.06.06

Capturing user input for innovation

Anthony W. Ulwick from Strategyn elaborates in an HBR article about getting customer input right. Instead on focusing on solutions (when asking users), he proposes a focus on outcomes. Ulwick is right when he argues:

“The problem, when there is one, is simple: Companies ask their customers what they want. Customers offer solutions in the form of products or services. “I’d like a picture or video phone,” they say, or, “I want to buy groceries on-line.” Companies then deliver these tangibles, and customers, very often and much to everyone’s chagrin, just don’t buy. The reason is also quite simple. Customers should not be trusted to come up with solutions; tbey aren’t expert or informed enough for that part of the innovation process. That’s what your R&D team is for. Ratiier, customers should be asked only for outcomes - that is, wbat they want a new product or service to do for them. Maybe they want to feel a closer bond to people when talking on the phone or to spend less time traveling to and from the grocery store. What form the solutions take should be up to you, and you alone.”

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