Gaining Insights by Observing Target Customers in Their Natural Environment

Claude Diderich

Chapter Chapter 8 in Design Thinking for Strategy, 2020, pp 111-129 from Springer

Abstract: Abstract The business model layer of the design thinking for strategy approach focuses on designing how the firm wants to create value for its customers, and subsequently, its stakeholders. Its first step, observing, aims at identifying insights that may be of value during designing. The focus during observing is put on laying the groundwork for subsequently generating innovative ideas onto which the firm’s target business model and strategy can be based. To do so, the target population is observed in its natural environment, looking for analogies, associations, and contradictions. Observing proceeds in four steps, that is, passively observing the target population, conducting ethnographic interviews with informants, cross-checking insights gained by running focus groups, and performing secondary research to get a holistic perspective. The goal of observing is identifying real challenges to be addressed rather than focusing on symptoms, as perceived by the target populations. A sound observing process is introduced, supported by diverse tools and frameworks.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-25875-7_8

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DOI: 10.1007/978-3-030-25875-7_8

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