People Centered Innovation for Healthcare
Integrating research into the innovation process

Workshop overview

This workshop is about integrating research into a people centered innovation process. We will focus on how to take the step from research results as input for innovation to using the research process as an integral part of the innovation process.

Understanding customers’ needs in order to define innovation territories has become crucial nowadays for companies as George S Day, Marketing Professor and co-director of the Mack Center for Technological Innovation at the University of Pennsylvania’s Wharton School of Business, states in his article Managing Risk and Reward in an Innovation Portfolio (Day, 2007):

“The ability to crystallize the market concept - the target segment and how the product can do a better job of meeting its needs - is far more important than how well the company fields a fundamentally new product or technology.”

People centered innovation is about putting customers and their needs, desires, and aspirations at the heart of the innovation process. It’s about increasing innovation success by ensuring a relevant fit with the target segment.

Objectives

The workshop will educate participants about people centered innovation in healthcare from a practical point of view using real case examples. The main takeaway will include practical knowledge about implementing a people centered innovation process and the steps involved, using different research methodologies within this process, the role of the researcher, and how to translate research outcomes into targets and innovation territories Participants will be able to learn about implementing and tailoring ethnographical research methodologies to gain insight into peoples’ experience within healthcare settings, generating and integrating experts’ medical and organizational knowledge and using the dynamics of group sessions to enhance research findings and generate opportunities.

In this workshop you can expect to understand:

• People focused approach as a defining principle for innovation
• The research process as a guide for the innovation process
• The role of the researcher inside the innovation process
• Multi disciplinary approach to research and innovation
• Care cycle view on healthcare
• Multiple stakeholder view
• Research methodologies (observing, shadowing, interviewing and group sessions within a healthcare setting)
• Healthcare trends
• Organization: step by step detailing of the process

Level

Intermediate

Workshop leaders

Laura Nino
Senior Researcher, Philips Design, The Netherlands

Otto Kokke
Freelance People Researcher, The Netherlands

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.