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Unlocking hidden innovation through user-centred design research

The user-centred design (UCD) framework is a novel methodology that helps fast moving consumer goods (FMCG) companies: (1) identify latent and tacit consumer lifestyle motivations; (2) understand unmet consumer needs and aspirations; and (3) reduces uncertainty in six core UCD activities. It builds upon Maslow’s Hierarchy of Needs (1943) by focussing on the interrelationship between targeted psychological (lifestyle, values and attitudes), behavioural (benefits sought, brand loyalty, product end use) and technological variables (usage patterns, motivations for use, attitudes to technology).

It contributes to new knowledge by providing a framework and a case study example that addresses the identified weaknesses by Zaltman (2003) of conventional consumer research methods relating to identify fuzzy, hidden and often difficult to communicate emotional and functional lifestyle aspirations. The UCD framework demonstrates how latent and unmet needs can be unlocked to drive design-led innovation.

Its originality lies in the development of the “three-step ladder-up strategy” that facilitates consumers to discuss and articulate “future” and “hoped for” aspirations that help unlock the often fuzzy, hidden and difficult to communicate emotional and functional lifestyle aspirations. This work differentiates itself from other work by bringing together effective practices from design, marketing and the social sciences into a “practice based UCD elicitation technique” that can be applied by FMCG companies.

This refereed conference paper was presented at the Tsinghua International Design Management Symposium which has established itself as the foremost conference in Asia on Design Management, attracting support from the Design Management Institute. Involving leading academics on the advisory board such as Richard Buchanan (USA), Thomas Lockwood (USA) and Pekka Korvenmaa (Finland).

The UCD framework tool has achieved significant impact and has been tested and used by Procter and Gamble and applied in Europe and Asia on several key innovation projects and received funding of in excess of £60,000.