Radical Human Centricity: Fulfilling the Promises of Innovation Research

The methods used to study people for strategic and design innovation purposes are outdated and cannot provide the understanding needed to meet the requirements of design and strategy innovation. This book critiques these methods and provides directions to develop a radical human-centric approach to overcome their weaknesses.

Format: Paperback / softback
Length: 250 pages
Publication date: 09 August 2022
Publisher: Anthem Press

The field of innovation research faces a significant challenge due to the inadequate methods employed to study individuals for strategic and design innovation purposes. These methods, either inherited from market research or simplified versions borrowed from other fields, fall short in providing the necessary understanding and grounding in people's lived experiences to meet the demands of design and strategy innovation. The world is becoming increasingly complex, and the impacts of innovations on people's lives and the environment are growing. Therefore, it is crucial that we strive to fulfill the promises of human-centered research through improved research practices and create positive interventions that enhance people's well-being while resisting the reductionist, damaging, and wasteful tendencies of design thinking research and human-centered design (HCD).

This book serves as a critical critique of the commonly used methods in innovation research, highlighting their weaknesses and proposing solutions to overcome them. By adopting a radical human-centric approach, the book aims to provide a comprehensive framework for understanding and addressing the complex needs and desires of individuals in the innovation process.

In the first chapter, the author discusses the limitations of traditional market research methods, which often rely on surveys and focus groups to gather data. These methods are criticized for their superficiality, lack of depth, and inability to capture the nuanced experiences and perspectives of individuals. The author argues that a more holistic and empathetic approach is necessary to understand the complex dynamics of innovation and the role of individuals in shaping it.

The second chapter explores the concept of design thinking and its emphasis on problem-solving and creativity. While design thinking has gained popularity in recent years, the author argues that it often neglects the human element and focuses solely on technological solutions. The book challenges the notion that design thinking can be a standalone approach to innovation and emphasizes the importance of integrating human-centered principles into the design process.

In the third chapter, the author discusses the role of empathy and storytelling in understanding and influencing individuals' behavior. The author argues that empathy is a critical skill for innovators and designers to cultivate, as it allows them to gain a deeper understanding of the needs and desires of their target audience. Storytelling is also highlighted as a powerful tool for communicating ideas and emotions, which can help to engage and inspire individuals.

The fourth chapter explores the concept of user-centered design and its emphasis on creating products and services that are tailored to the needs and desires of individuals. The author argues that user-centered design is not just a technique but a mindset that requires designers to put themselves in the shoes of their users and to prioritize their experiences and perspectives. The book provides practical guidelines for implementing user-centered design in various contexts, including product development, service design, and organizational change.

The fifth chapter discusses the challenges of interdisciplinary research and the importance of collaboration between different fields of expertise. The author argues that innovation often requires a multidisciplinary approach, as it involves complex problems that require a combination of technical, social, and cultural perspectives. The book provides examples of successful interdisciplinary collaborations and highlights the benefits of bringing together diverse expertise to address complex innovation challenges.

The sixth chapter explores the role of technology in shaping innovation and the ethical considerations associated with its use. The author argues that technology can be a powerful tool for innovation, but it also poses significant risks and challenges, such as privacy concerns, job displacement, and environmental degradation. The book provides guidelines for ethical and responsible use of technology in innovation, including the importance of transparency, accountability, and social impact.

In conclusion, this book offers a comprehensive and critical analysis of the methods used in innovation research and provides directions for overcoming their weaknesses by adopting a radical human-centric approach. By integrating empathy, storytelling, user-centered design, interdisciplinary collaboration, and ethical considerations, innovators and designers can create positive interventions that enhance people's lives and contribute to a more sustainable and inclusive world.

Weight: 454g
Dimension: 229 x 153 (mm)
ISBN-13: 9781839985683