This fall, three students from Behavioural Science and Social Anthropology at Lund University will work on finding a way of helping small and large companies approach consumers, users and markets early in the innovation process, based on behavioural studies.
-Our vision is to reduce the gap between innovator and user through early market tests, explains Cecilia Bisgaard. We are looking forward to assisting Ideon companies with our behavioral knowledge, as well as introducing and developing this new perspective on product use. Our task is to set up a service where companies can turn if they want to evaluate the consumer market in order to find out if their product or idea meet the market needs.
-This is to help our companies and other innovative organisations understand the customers better before making a big market launch, says Mia Rolf, CEO of Ideon. In short it is what Apple, Google and Massive Entertainment are doing; releasing early prototypes to collect quick feedback from their markets. This project is supported by professor Ulf Johansson, professor at the School of Economics and Management at Lund University, to make sure the method is scientifically sound and grounded in marketing best practices. We hope this will become one important ingredient in our future offerings here at Ideon, Mia says.
Interviews before the pilot project
To learn more about business needs, the three students will contact Ideon companies and see if there is an interest in joining a pilot project on new perspectives on product development.
-We are setting up 30 minute meetings where we are assessing companies needs and how they are working today. After that, we will start the pilot project, and this will require a bit more time from the participants, but it is free, says Alexander with a smile. The goal is to have a process that the companies can test and quickly get results back.
-If this is something you want to be a part of, please feel free to contact us for a coffee and a chat, says Emma Bodin.
The goal is to have a method developed at the turn of the year, which can then be offered to Ideon companies who want to make early user tests.
-The goal is to offer different types of consumer and user tests, says Cecilia. It may be about functionality, but also packaging, price and marketing. We will base everything on the customer’s needs and see if the offer meets them in the right way.
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