“Realizing that innovation driven solely by technology often failed to meet customer needs, many organizations turned to a consumer (marketing) oriented approach where consumer research and observation is handled by “experts”. Green believes that this approach is starting to reaching end of life. [Josephine Green’s (of Philips Design)] main point is that we need to go beyond designing around individual consumer needs and start innovating around social needs. Her reasoning: We have reached a saturation point for technology and consumer goods. Continuing to consume the way we currently do is not healthy.”
“There is too much ‘stuff’ and a growing realization that filling the future with more and more consumer-driven technology and marketable goods does not necessarily guarantee higher growth, a better quality of life or even life itself, given the state of the planet.” (from NexUp)
Consumer research and observation are still important, the difference now is that these methods have to be integrated with a wider social purpose.
NextUp: “Democratizing the Future” >>
Customer World (blog): “Adding Social Innovation to Design” >>