A shift in consumer research paradigm (from inside-out to outside-in perspective): - Episodic Reconstruction Method

Govender, Ashalen ; Jacobsen, Bjørn Lambek ; Thomsen, Mikkel Sohn

4. Term

Economics and Business Administration (International Business Economics), Master

2010

2010-07-01

149

Dette speciale foreslår en alternativ forskningsmetode, der kombinerer antropologiske tilgange med litteratur om brugerdrevet innovation. Målet er at udvikle en generel, gentagelig måde at forstå forbrugere på og identificere latente behov (behov, der findes, men som ikke let udtrykkes). Ved at fokusere på kontekst og hverdagspraksis søger metoden at afdække, hvad der driver forbrugervalg. Disse indsigter omsættes til retninger for innovativ produktudvikling, så forståelse af faktisk brug bliver til nye produktidéer. Metoden er tænkt som generisk og anvendelig i forskellige sammenhænge og fungerer som en praktisk bro mellem dyb kvalitativ forståelse og idéudvikling.

This thesis proposes an alternative research method that combines anthropological approaches with literature on user-driven innovation. The goal is to build a general, repeatable way to understand consumers and uncover latent needs (needs that exist but are not easily expressed). By focusing on real-world context and everyday practices, the method aims to reveal what drives consumer choices. These insights are translated into directions for innovative product development, turning understanding of actual use into new product ideas. The method is intended to be generic and usable in different settings, providing a practical bridge between rich qualitative understanding and idea generation.

[This abstract was generated with the help of AI]

continious idea generation ; user driven innovation ; latent demand ; ERM ; Episodic Reconstruction Method ; Anthropology ; Innovation ; demand-first ; ethnography

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