The survey shows that only 17% of companies involve users in their innovation projects. As we know that 100% of all companies have defined user groups for their products or services, this situation is alarming.

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The survey shows that only 17% of companies involve users in their innovation projects. As we know that 100% of all companies have defined user groups for their products or services, this situation is alarming.

Of the companies that utilise user sudies to a great or large degree, over a thrid says design is very central.

 

The survey shows that only 17% of companies involve users in their innovation projects. As we know that 100% of all companies have defined user groups for their products or services, this situation is alarming. By ‘user’ we mean here end user, whether this is a consumer, company, organisation, employee, installer, distributor or professional environment.

Much of the explanation for why so many new products or services do not succeed in the market (by not meeting a real need or not offering something new in relation to existing solutions on the market) may lie in the fact that we haven’t gained sufficient insight into users’ unsatisfied needs. We just THINK we know!

The numbers underline the need for the user to be set higher up on the agenda in the efforts to strengthen companies’ innovation abilities in Norway.

Design-driven Innovation focuses on the user

The survey clearly shows that companies where design is very central focus on the user and market in their innovation
work to a much greater degree than companies that do not use design.