Chapter 9 NPD - Chapter 9 Part Eh Ethnography Brainstorming...

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Chapter 9 Part Eh!
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Ethnography Brainstorming Rapid Prototyping Forecasting Product Life Cycle Adoption
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Leading the Customer
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Observing actual users can generate powerful insights
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“If I’d asked people what they wanted, they would have said a faster horse.” -Henry Ford
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Techniques for observing people
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Brainstorming Prototyping
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1. No more than an hour 2. Defer judgment (no “buts”) 3. Build on ideas (only “ands”) 4. Encourage wild ideas 5. Go for quantity (100+ ideas) 6. Be visual (lots of writing; big boards; lots of color) 7. Stay focused on the topic 8. One conversation at a time
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Potential Ideas
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Low Quality Medium Quality High Quality Stage 1 Stage 2 Stage 3 Many prototypes: inspire ideas Some prototypes: evolve ideas Few prototypes: validate ideas
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