Future Concept Lab
Abstract: Future Concept Lab is an international consultancy focused on global trends in consumption and distribution. The innovation process consists here in activating their original international network of ‘cool hunters’ worldwide to quickly collect stimulation material on a particular topic.
For example, the Happiness Program was a research program that provided a cross-cultural insight on teenagers and elderly’s day-to-day experience of Happiness. It focuses on the material forms, images and places that young adults (14-22) and mature adults (55-70) recognise as meaningful and joyful in their day-to-day experience. Respondents have been asked to fill in a photo diary for a period of seven days and taking photos to the ‘objects of their Happiness’, people, places, products, etc. Diaries have been followed by in-depth interviews with the respondents on the basis of ad-hoc designed discussion guides.
The result was an interactive tool of analysis called “Matrix of Happiness”. This matrix allows a two-way insight giving easy access both to the ‘raw material’, formed by people’s direct quotes and visuals, as well as to a filtered analysis of the data divided per area of interest. The matrix is used as stimulation tool to orient projects taking into account in a deeper and more extended way users benefits and satisfaction.
Driver
Social
Global markets have lead to cross-cultural observations for finding new trends…
Economic / Industrial
…this means that potential users are now selelected in both advanced and emerging markets.
Indication
Change in current innovation patterns
Not just quantitative information provided by users but shaped and creative source of information (i.e., photo diary in the Happiness Program)
Uncertain
It looks more like a stimulation of ideas than a stimulation process of innovation in itself
Sector specifics / cultural specifics
services in relation to everyday living
Source
Internet