Topic 5- Innovation and design

Lessons Overview-Topic 5.1:

Introduction to topic 5
Discuss topic concepts and principles, nature of design and relation to internal assessments
Check Prior knowledge (Brainstorming map on board) 5
What is the difference between invention and innovation minutes

Group work- in groups 15

search for one product that presents an invention and describe what type of solution does it cater for Minutes

Reinforce learning 80
Video (Q&A) Minutes
-Class discussion: what are the main drivers for invention?
Lecture (covering the following content):
-drivers for invention characteristics
-Lone inventors- advantages and disadvantages
-Shelved technology
-first to market

Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define Define: Constructive Discontent
(Give the precise meaning of a word, phrase, State two main drivers for inventions
concept or physical quantity)
-State
(Give a specific name, value or other brief answer
without explanation or calculation.)
Assessment objective 2
-Outline Outline two drivers for inventions
(Give a brief account or summary ) Outline
 Assessment objectives
Assessment Objective 3
-Explain Explain the
(Give a detailed account including reasons or
causes.) Discuss the advantages and disadvantages of being a lone inventor.

-Discuss
(Offer a considered and balanced review that
includes a range of arguments, factors or
hypotheses. Opinions or conclusions should be
presented clearly and supported by appropriate
evidence.)

-Compare
(Give an account of the similarities between two (or
more) items or situations, referring to both (all) of
them throughout.)
Innovation & Design:

Content:
● 5.1 Invention. ● 5.3 Strategies for innovation.

○ Drivers for invention. ○ Act of insight.

○ The lone inventor. ○ Adaptation and analogy.
○ Intellectual property. ○ Chance.
○ Strategies for protecting IP. ○ Technology transfer.
○ Shelved technologies. ○ Technology push / market pull.

● 5.2 Innovation. ● 5.4 Stakeholders in innovation and invention.

○ Innovation. ○ The inventor, product champion and entrepreneur.

○ Sustaining innovation. ○ Multidisciplinary approach to innovation.
○ Disruptive innovation.
○ Process innovation.
○ Architectural innovation.
○ Configurational innovation.
○ Diffusion and suppression.
Innovation & Design:

Content:
● 5.5 Product Life Cycle. ● 5.7 Innovation, design and marketing specifications..

○ Key stages of the product life cycle. ○ Target markets and target audiences.
○ Obsolescence. ○ Market segments.
○ Predictability. ○ Market analysis and user need.
○ Product versioning / generations. ○ Competition and research methods.
○ Design specifications.

● 5.6 Rogers characteristics of innovation and consumers.

○ Diffusion and innovation.

○ Impact on consumers adoption and innovation.
○ Social roots consumerism and the influence of social media.
○ Characteristics on adoption of an innovation.
○ Influence of trends and the media on consumer choice.
5.1: Invention:

Concepts and principles: Content:

○ Drivers for invention include personal motivation to

1. Drivers for invention express creativity/for personal interest, scientific or
2. The lone inventor technical curiosity, constructive discontent, desire to
3. Intellectual property (IP) make money, desire to help others.
4. Strategies for protecting IP: patents, trademarks, ○ The advantages and disadvantages of being a lone
inventor.
design protection, copyright
○ Benefits of IP include differentiating a business from
5. First to market competitors, selling or licensing to provide revenue
6. Shelved technologies streams, offering customers something new and
different, marketing/branding, its value as an asset.
○ IP symbols and their application to products and
services: patent pending, trademark, registered
trademark, copyright, service mark (SM).
○ The effectiveness of strategies for protecting IP.
○ Reasons why some innovators decide not to protect
their IP and alternative strategies to ensure success.
○ Reasons why some patented inventions are shelved.
5.1: Invention and Design: Invention or Innovation - What’s the difference.

“Invention” can be defined as the creation of a product or introduction of a process for

the first time. “Innovation,” on the other hand, occurs if someone improves on or makes a
significant contribution to an existing product, process or service.

Read more…
 5.1: Invention: Drivers for invention.

Drivers for invention include personal motivation to express creativity, or for personal interest, scientific or technical curiosity,
constructive discontent, the desire to help others, or simply they want to make money.

Expressing creativity or personal interest:

While there are many fine examples of this type of driver for invention, none are
possibly as dramatic as The Kinesthetic Strandbeest sculptures designed and
created by Theo Jansen. The motivation behind these inventions is to express
creativity. His fantastic designs are purely driven by the wind.

Constructive Discontent:

James Dyson has been frustrated by many inefficiencies of conventional designs

and has created a number of groundbreaking re-designs, from vacuum cleaners,
to hand and hair dryers. The cyclonic bagless system for his vacuum cleaners,
and the airblade system for his hand dryers are two very good examples of his
constructive discontent with what was available at the time.

Dyson is quoted as saying, “analyse a situation

which would benefit from re-design, and work
out a strategy for improving it” - Good inventors
are always looking to improve on what we
The old ‘bagged’ vacuum, and Dyson’s inventions.
currently have.
 5.1: Invention: Drivers for invention.
Scientific curiosity: Desire to help others:

There are many people that would fit into this
category, but here a few outstanding
examples: Thomas Edison - many different
inventions, but not as many as you think.
There are many inventors that have been driven by the desire
to help others, but below are two great examples.
Illac Diaz created an ingenious solar light from old soda
bottles to bring natural light into the homes of some of the
poorest people in the Philippines.

Mike Ebeling helped transform the life of a seriously

John Logie Baird - TV paralysied artist through his companies invention.
Michael Faraday -
Electricity

Desire to make money:

Innovation and creative ideas are at the heart of most
successful businesses, but is it the main or sole objective for
the inventor to make money?
Another reason an inventor may be driven to make money is
for products or systems to develop, and further iterations are
made, the more profit the company will make, and therefore
more funding for research and development, meaning more
inventions and innovations.
5.1: Invention: Drivers for invention.

Watch the video and answer the following questions:

-list the anthropometric set of data are considered in designing the Dyson vacuum?
-Outline one use consideration of range of size? Give examples from video description
-Explain how those inventions include one or more of the drivers listed.

Watch more about

Dyson inventions
5.1: Invention: Drivers for invention.

Links for interesting inventions:

https://time.com/collection/best-inventions-2018/

https://www.thoughtco.com/a-to-z-inventors-4140564

https://www.mentalfloss.com/article/53164/19-things-you-might-not-know-were-invented-
women?RedirectMobile=false&utm_source=Social+Network&utm_medium=WaldenU+Social+Media+Efforts&utm_campaign=Wal
den+-+Engagement&utm_content=WHM18%3A00%3A00&cid=soc%3A4348810

http://www.women-inventors.com/

https://designmuseum.org/designers

The accidental invention

5.1: Invention: The lone inventor.

The advantages and disadvantages of being a lone inventor:

An individual working outside or inside an organisation who is committed
to the invention of a novel product and often becomes isolated because
they are engrossed with their ideas that imply change and are resisted by
others.

Designers/Engineers/Inventors such as James Dyson, Trevor Bayliss and James Dyson - Bagless vacuum cleaner Trevor Bayliss - Clockwork radio
Clive Sinclair fit this description of the ‘lone inventor’ well.
When we imagine the creation of an object, be it a light bulb or an iPad,
we typically imagine a lone inventor, toiling away in a shed or basement
to build it. Simply put, a lone inventor is a creative champion who
displays creative passion in the business of invention and develops a
product from beginning to end. While the typical image we have of these
creative minds is sometimes true, it is not always the case.
Nikola Tesla - To much to write here. Clive Sinclair - Computers + transport

Lone inventors find it increasingly difficult to become successful as most new products are now extremely complex and rely on the
expertise from a variety of disciplines. Most designers work most of the time in teams which are multidisciplinary in nature with
individual specialists and expertise. By nature lone inventors often find it difficult to work in teams. They can be dogmatic, single
minded, and less flexible than team members. While it is true the vast majority of inventions are now done in design teams, there
will always be a place in the world for the ‘Lone Inventor’, who will come through with a truly groundbreaking, innovative solution.

An individual working outside or inside an organisation who is committed to the invention of a novel product and often
becomes isolated because they are engrossed with their ideas that imply change and are resisted by others.
 5.1: Invention: The lone inventor.

Sir Clive Sinclair - 4 mins long Trevor Bayliss - 6 mins long Nikola Tesla - 11 mins long

Reflection:
While watching the three videos
Identify the main characteristics of lone inventors
Identify what main advantages and disadvantages of lone inventors

Homework
Visit the official website of Dyson awards
1.Develop a one pager brainstorming map that shows three products you identify as interesting and discuss the
James Dyson - 34 mins long
relation between those products.
2. Identify any constructive discontent opportunities
5.1: Invention: The lone inventor: Advantages and Disadvantages.
Advantages
○ Full control of the development of their invention.
○ Have ideas that are completely new and different,
sometimes revolutionary.
○ They can be driven and fully focused on completing their
invention.
Disadvantages
○ Lack of business acumen.
○ May not comprehend or give sufficient care to the
marketing and sales of their invention.
○ Their ideas, because of how different they are can often
be resisted by society, customers or individuals.
○ Can find it difficult to find sufficient funding or investment
for their ideas.
○ Research and development costs can be expensive for
a lone investor.
○ Are usually isolated and can have no backing or
unbiased feedback for their inventions.
○ Trouble working in teams due to their emotional
investment in their ideas and inventions.
 5.1: Invention: Intellectual property.
The benefits of Intellectual property include:
Intellectual property rights are the legally
recognised exclusive rights to creations of the
mind. Under IP law, the owners are granted
certain exclusive rights to a variety of intangible
assets, such as musical, literary, and artistic
works; discoveries and inventions; and words,
phrases, symbols and designs. Common
intellectual property rights include copyright,
trademarks, patents, industrial design rights, trade
dress, and in some jurisdictions, trade secrets.
Different countries offer different protections, and it
depends on where the IP is registered.
Intellectual property rights are the legally recognised exclusive rights to creations of the mind.
Differentiating from competitors - In a crowded
market being able to differentiate from your
competitors gives you an edge. Business want to
protect their designs and inventions and the
advantage of being different from others within the
same market.
Selling or licencing to increase revenue streams
Many large companies will sell their consent under
licence or a franchise to use their branding, company
name, products and IP in return for money or
something else of value.
Marketing & Branding - In a crowded market a company’s brand
can help attract loyalty and sales. Company’s will want to protect their
brand from copying and imitation. Also a brand can have a value as
an asset - companies will purchase established brands to use their
position in the market. This is a position and brand identity they will
want to protect. If a company is bringing a new product to market,
they will also want to protect it from being copied.
 5.1: Invention: Strategies for protecting intellectual property.
Companies can spend millions
if not billions on developing
new products. To prevent
competitors from infringing on
their Intellectual property rights
there are a number of ways a
company can protect its
valuable assets. They will also
actively protect their interests
and sometimes it ends up in
court.
An agreement from a government office to give someone the right to
Patent make or sell a new invention for a certain number of years - generally
20 years.
An indication that an application for a patent has been applied for but
Patent has not yet been processed. The marking serves to notify those
Pending copying the invention that they may be liable for damages (including
backdated royalties), once a patent is issued.
Trademark denotes a symbol, design, expression, word, or words have
been ‘reserved’ by a company to express products or services of a
Trademark TM particular traders from similar products or services . However, in legal
terms it's pretty meaningless.
Essentially the same as a trademark, but this time has been registered
Registered
Trademark ® with a government agency. The rights that are protected will depend on
where the trademark is registered, but they are enforceable in law.
A legal right that grants the creator of an original work exclusive
Copyright © ownership for its use and distribution. Usually for a limited time and
within geographical boundaries, copyright allows the creator to receive
compensation for their intellectual effort.
Service
Mark SM A trademark used to identify a service rather than a physical product.
5.1: Invention: Strategies for protecting intellectual property.
5.1: Invention: Shelved technologies.

Reasons why some patented technologies are shelved:

Cost effectiveness - The technology is available, but the

cost using it in household products is too expensive for
consumers - Home use 3D printing is a good example. The Dyson shelved smart glasses 10
years before google – The
machines and consumables are very expensive for ‘hobby’ Guardian Article
use, but this is rapidly changing. There was a lot of public The Segway was set to
(Often new technology or products are expensive (first iPhone) push back when Apple revolutionise urban
glasses were released. transport, but it was
Social: People were concerned very expensive to
about their privacy being purchase and has since
○ The market is not ready for change. infringed. stopped production due
○ The market perceives the product as unsafe - to poor sales.

driverless cars for example.

○ Cultural reasons
○ Privacy issues - google glasses
○ Football goal line technology
Technology - The science and underpinning idea have been
developed, but the technology, materials, or production
methods are not resolved enough to introduce the product to
market - Flexible mobile phones for example.
Timing - Strategic product release - The iPad could have
been released before the iPhone, but Apple did not want to 3D printing - The machines
confuse the market by releasing those products in that order. and filament were expensive
and slow.
5.1: Invention: first to market.
First to market
Term: First to Market – The first
product of this type to be rushed onto
the market.
•When a company or a person has or
think they have an innovative idea
or product, therefore, will rush to
have it onto the market before
anyone else.
•“First product that created a new
market (such as the desktop
computer), a product category (such
as the portable computer), or a
substantial subdivision of a category
(such as the laptop or handheld
computer)”. Apple’s Patents: they
protect every idea that comes across
a desk even if it is never intended to
be used soon.
Advantages of Being First to Market
•Leading the competition
• before competitors develop rival products
• to gain a larger market share
•Increased profit
• as the product is the first of its type to be released on the market
• allowing the company to capture a large market share
•Secure brand loyalty
• ensuring that consumers are more likely to purchase the iPad
• so the product becomes the dominant design
•Secure IP
• prevent competitors from developing similar products enabling
• the iPad to become the dominant design
•Creating a new product category
• that creates a new market
• that allows Apple to become a market leader
Paper 2

James Dyson invented the ball-barrow in 1974 after becoming dissatisfied with the wheels of traditional wheelbarrows (see figure 5)
sinking into soft ground. The ball-barrow has a ball-shaped wheel which rides over soft ground without sinking and absorbs shock
when used on rough ground. It also has feet that don’t sink in mud and a plastic bin that does not rust.
 Paper 2

a. Outline one way in which Dyson’s Ball-barrow is an example of constructive discontent. [2]
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b. Identify one way in which Dyson might have worked with users to develop a clearer understanding of problems experienced with the
Traditional wheelbarrow [1]
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Paper 2
Figure 9 shows the Breville Radio-toaster designed in a 1950s retro style. The radio has an illuminated digital display and a facility for 10
pre-programmed radio stations. The toaster has a variable browning function and a mid-cycle cancellation button. The toaster also has a reheat
Function so cooled toast can be reheated without burning and a defrost button which lengthens the toasting time for use with frozen bread.
The radio-toaster costs approx. 50 pounds (75 USD)

Discuss the radio toaster in relation to invention and innovation

Paper 2
Paper 2

Suggest two reasons why dimensions in anthropometric data tables are stated as estimates
Lessons Overview-Topic 5.2:

Check Prior knowledge 5

Do all inventions become innovations ? minutes

Group work- in peers 15

In peers, pick one innovator and outline his philosophy in innovation. Minutes
Give examples of products by each inventor

Reinforce learning 80
Video (Q&A) Minutes
Is putting a successful invention into the marketplace make the product an innovation ?

Lecture (covering the following content):

-Reasons why few inventions become innovations.
-Examples of products within the categories of innovation.
-Examples where innovation strategies have been used for products.
-Diffusion and suppression
-Rogers five stages of diffusion

Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define Define: sustaining innovation, disruptive innovation, process
(Give the precise meaning of a word, phrase, innovation, architectural innovation, modular innovation,
concept or physical quantity) configurational innovation, Diffusion of innovation
-State
(Give a specific name, value or other brief answer State two innovative strategy
without explanation or calculation.) State rogers five stages of diffusion
State two stages of the diffusion of innovation

Assessment objective 2
-Outline Outline two reasons why few inventions become innovations
(Give a brief account or summary )
Outline the use of Crowdfunding

Outline the use of the following: sustaining innovation, disruptive

innovation, process innovation, architectural innovation, modular
innovation, configurational innovation

Outline the reason of suppression

Outline the five stage of adoption of innovation of potential users

 Assessment objectives
Assessment Objective 3
-Explain Explain how process innovation include the development of
(Give a detailed account including reasons or manufacturing methods
causes.)

-Discuss
(Offer a considered and balanced review that
includes a range of arguments, factors or Compare the use of different innovative strategy
hypotheses. Opinions or conclusions should be 5.2: Innovation: Diffusion and Suppression.
presented clearly and supported by appropriate
evidence.)

-Compare
(Give an account of the similarities between two (or
more) items or situations, referring to both (all) of
them throughout.)
5.2: innovation:

Concepts and principles: Content:

○ Reasons why few inventions become

1. Invention and innovation.
innovations.
2. Categories of innovation: sustaining innovation,
○ Examples of products within the categories of
disruptive innovation, process innovation.
innovation.
3. Innovation strategies for design: architectural
○ Examples where innovation strategies have
innovation, modular innovation, configurational
been used for products.
innovation.
4. Innovation strategies for markets: diffusion and
suppression.
5.2: Innovation: Innovation.

Innovation can be described as the creation of new devices, objects, ideas or procedures useful in completing human objectives.
Designers will be successful in the marketplace when they solve long-standing problems, improve on existing solutions or find a
“product gap”. The constant evaluation and redevelopment of products is key, with unbiased analysis of consumers and commercial
opportunities. In order for an invention to become an innovation, the idea of the product needs to be effectively communicated. The
communication can take many forms and be between many stakeholders.
The act of a business putting an invention into the marketplace and making a success does not necessarily make it an innovation.
The products we consider as innovative, have to make a real difference in the world.
Below are some very innovative people, some you may know, some you may not.

Leg Splint,
Ray Eames Coco Chanel Dieter Rams
designed
for the Navy
during
WWII

Johnny Ives Elon Musk Margaret Calvert

5.2: Innovation: Innovation.

Lounge Chair Eames Eames Lounge Chair Leg Splint, designed

Ray Eames
Wood (LCW) Fiberglass Shell for the Navy during
Chair WWII

In peers, pick one innovator and outline

his philosophy in innovation.
Give examples of products by each
inventor
5.2: Innovation: Innovation and Invention.

Invention can be defined as the creation of new devices,

objects, ideas, processes or systems that are useful for
humans. The process of invention is invariably preceded
by one or more discoveries that helped the inventor solve
their design problem. In common usage the term
‘invention’ is applied only to the production of new
materials or operable devices. The term ‘inventor’ is
applied to the person who has produced that new device
or material.
Credit for invention has frequently been claimed for someone who
conceived the idea, but the inventor is actually the person who not
only had the idea, but also worked the method of putting it into
practice. Leonardo Di Vinci conceived the idea of flight, and
created many sketches and drawings of his concept. However,
there is no evidence he actually proved his ideas. The invention of
powered flight and the aeroplane, through the application this
existing knowledge, was contentiously been credited to the Wright
brothers in 1903.
Many inventions take many hours of discovery and testing. Others
take the form of chance, and many others in collaboration with
other inventors ideas, thoughts, discoveries and hunches.

“Invention” can be defined as the creation of a product or introduction of a process for the first time. “Innovation,” on the
other hand, occurs if someone improves on or makes a significant contribution to an existing product, process or service.
5.2: Innovation: Innovation.
Reasons why few inventions become innovations - for an innovation to occur, something more than
just the generation of a creative idea is required. For innovation to occur, the idea must make a genuine
difference to the human condition. An innovation is a useful application of an invention or discovery that
makes a difference to people’s lives, not all ‘inventions’ can make this difference. Inventions often fail to
make the transition from idea to the marketplace, and therefore into an ‘innovation’ for a number of factors,
some of these are outlined in the table below:

Marketability Low product demand or not readily saleable. Crowdfunding has substantially changed
how products now get developed and enter
The inventor or company finds it hard to find suitable the marketplace. It has helped eliminate or
Financial or enough funding to bring the product to market. reduce the risk traditional investors would
support There is little financial backing from the organisation face. Small amounts of money from many
or from outside sources people have negated the requirement of
one or two investors risking large amounts
Inappropriate or not enough advertising to show of money to bring new products to market.
Marketing
the product. This has meant a large number of products
that would not have found funding under the
Need Is the product actually needed? traditional model can now get funding - Is
this a good or bad thing?
Price Value for money, cost compared to usefulness.

Resistance Does the product change or challenge routine?

to change Feelings of comfort for the customer.

Is there a level of uncertainty about the financial

Risk / time investment in relation to learning the new
product?
Categories of innovation

Sustaining innovation.

Disruptive innovation.

Process innovation.

Innovation strategies for design

Architectural innovation.

Modular innovation.

Configurational innovation.
 Sustaining
innovation.
Sustaining ideas and innovation have to
do with improving the current product by
developing the product and introducing
new and improved generations
Disruptive
innovation.
A disruptive innovation is often a simple, low-
grade solution than the existing solutions, and
that’s more affordable and accessible to a larger
population, which opens it to an entirely new
market.
Typically take hold at the bottom of the market
and meets needs as high market solutions in a
simple and cheap way.
Process
innovation.
Process innovation focus on processes
through which products are created or
delivered. Process innovation can be
done by applying new technology or
improved methods to a process and is
often done to save time, money, or to
serve customers better.
5.2: Innovation: Sustaining innovation.

Sustaining innovation - Sustaining ideas and innovation

have to do with improving the current product by developing
the product and introducing new and improved generations
until it has reached the end of its life cycle. Normally, large
companies are good at sustaining innovation because their
resources, business processes and cultures are set up in a
way to sustain progressive improvement. Below are some
ways in which innovation can be sustained:

Feature fixes / Additions: Most next generation models

come with a handful of fixes, upgrades and new features
that address previous gripes and complaints with the
previous generation.
Cost reductions: As sales volumes grow for a product, the
costs of purchasing raw material or components decline in
addition to design enhancements that simplify the product or
production process to enable it to be sold for less.
At its basic level, sustaining innovation is about ‘milking’ the
popularity and success of the breakthrough product by
extending its life cycle as long as possible. Most breakthrough
products will not last long without a sustained marketing and
promotional drive behind it. This sustained effort is where
profitability is maximised because unnecessary costs can be
removed, and by continually improving and developing the
product, or adding additional features you will always have a
ready market to sell into.

Product line proliferation/expansion: At launch most new

products don’t have a full suite of products to meet each Sustaining innovation – A new or improved product that
end-users needs. As a fix for this, companies will fill out meets the needs of consumers and sustains manufacturers.
their product line by offering additional sizes, colours etc.
 5.2: Innovation: Disruptive innovation.

Disruptive innovations are the sort of ‘big ideas’ that

many of us have in mind when we think of innovation.
They are called ‘disruptive’ because they change the
current market behaviour, rendering existing solutions
obsolete, and can bring previously marginal customers
and companies into the centre of attention. The iPod
radically changed the way we listen and buy music. The
iPod is a good example of disruptive innovation as it isn’t
about winning a technological race - iPod was nowhere
near the first MP4 player - but it delivered innovations to
a set of customers whose needs were largely being
ignored by industry leaders. It brought a compact device
that could store large volumes of data, along with stylist
aesthetics and a convenient method of purchasing
music.
5.2: Innovation: Disruptive innovation.
Innovations are constantly occurring in every industry, but to
be truly disruptive an innovation must entirely transform a
product or solution. A disruptive innovation is often a simple,
low-grade solution than the existing solutions, and that’s
more affordable and accessible to a larger population, which
opens it to an entirely new market. This often upturns
established industries and overthrows existing market
leaders.
Disruptive innovations typically take hold at the bottom of the
market, meeting the same needs as high-market solutions in
a simple and relatively cheap way. They are usually
underrated at first, and tend to be seen as “low-class.” But
due to their low costs and other advantages, they move
quickly up the market and eventually become more
appealing than their sophisticated competitors.
5.2: Innovation: Process innovation.

Process innovation generally refers to the implementation of a

new or significantly improved production or delivery method. It
may also be indirectly related to the company’s products and
services, for example in the form of support function processes
in HR or finance.
Process innovation can be done by applying new technology
or improved methods to a process and is often done to save
time, money, or to serve customers better. It often involves
new techniques, equipment, or software, and can often require
Car production in the 1930’s Modern car production.
a cultural or structural change as well.
In process innovation, the final product is usually not changed,
but the method of bringing out the product is improved.
An example of a process innovation is automated production
line for car manufacturing. The production line still produces
cars, but the process of how this is done has dramatically
change. Previously before the introduction of the production
line system, car manufacturing was a time consuming and
labour intensive process. Baggage handling - not so long ago. Baggage handling - modern system.

Process innovation – Is the implementation of a new, or significantly improved production or delivery method. This includes
significant changes in techniques, equipment, and/or software.
5.2: Innovation: Process innovation.
5.2: Innovation: Architectural innovation.

Architectural innovation refers to the innovation of an architecture of any

product that changes or modifies the way various components of the
systems link or relate to each other. The technology of the components
stays the same, but the configuration of the components is changed to
produce a new design.

An example of architectural innovation would be

Floor standing photocopier.
desktop photocopiers.
Before the desktop photocopiers was devised,
there were stand-alone photocopiers. A stand-
alone photocopier is a single unit dedicated to
copying functions. This was the only option, and it
only favored big corporations. Now small
businesses do not need extra space for
photocopying. This explains why desktop
photocopiers are an architectural shift of the
stand-alone photocopiers. The desktop version
keeps the majority of the stand alone design, but
eliminates the unwanted stand and extra paper
draws.
Desktop version.

Architectural innovation – Innovations that change the architecture of a product, without changing its components.
5.2: Innovation: Architectural innovation.
5.2: Innovation: Modular innovation.

Modular innovation is where you maintain the architecture ( the body or housing of the
product) and modify the modules or components of the product. Modular innovation is
the opposite of architectural innovation.
Modular innovation is where the basic configuration stays the same, but one or more key
components are changed. This is generally done to make an existing comment better or
enhance a product by offering a sense of customisation to the consumer. Taking the
drone above as an example, the basic structure of the product remains the same, it's still
a drone, and it still performs the same purpose. With modular innovation it is possible to
add additional features and functionality by connecting different components to the main
body.

Modular innovation – Where you maintain the architecture of the product, but change or modify the modules.
5.2: Innovation: Modular innovation.

Architecture Modular
innovation innovation
Change the Maintain the
architecture of the architecture of the
product product (the body or
(the body or housing)
housing)

Module remains the Modify the modules

same
Add more functions,

- interfaces or
features

Reconfigures the
linkages between
the components of
established
products in new
ways while leaving
the core design
elements untouched
5.2: Innovation: Configurational innovation.
Configurational Innovation
Reconfiguration of components to
produce a new design. The ability to
change critical elements, while the basic
configuration stays the same. The
combination of technological innovation
and reorganization of components. For
example, moving the power button from
top to side (phone)
Configurational innovation – Where
change is made in both technology and
organisation.
-
Revision
video
The relationship between the core product or components and the type of
innovation used.
The configurational innovation of the iPod range.
Incremental innovation
Incremental innovation seeks to improve the systems that already exist, making them better, faster
cheaper.​ ex. new blade design or improved motor power.
Radical innovation
Radical innovations (sometime referred to as breakthrough, discontinuous or disruptive
innovations) provide something new to the world that we live in by uprooting industry conventions
and by significantly changing customer expectations in a positive way. Ultimately, they often end up
replacing existing methods / technologies.
Central Air conditioning unit as new components are needed such a compressor and refrigerator unit
with controlling device.
5.2: Innovation: Diffusion and Suppression.
Diffusion of innovation is a theory that seeks to explain how,
why and what rate new ideas and technologies spread through
cultures. The adoption curve is a visual representation of this
rate of uptake.
*This subject is covered in much more depth later in this topic.
At its basic level, diffusion is believed to have taken place once
a product, system or service has been adopted by the
mainstream market. Not all products make it this far. Some will
not make it past the ‘chasm’. Do you know why?

Adoption curve, part of diffusion of innovation theory

5.2: Innovation: Diffusion and Suppression.

Suppression of innovation - Is a process where a new idea or adoption of a

product by the market is actively slowed.
This may be due to:
○ Difficulties competing with a dominant design.
○ Ambiguity over patent ownership.
○ Competing companies actively petitioning against a new product it
perceives as threatening.
○ Or the natural resistance to an unfamiliar concept.
Examples include the telephone when it had to compete with the firmly
established (dominate design) of the telegraph. The electric car vs petrol
powered - Can you think of any more?
There are many types of innovation -
here are just a few
Lessons Overview-Topic 5.3:

Check Prior knowledge (Brainstorming map on board) 5

Define innovation? minutes
Give key words related to innovation

Group work- in groups 15

Students will work on Padlet to develop understanding about different strategies for innovation, they are introduced to a product Minutes
where they should match with keywords and statements to make critical connections to an appropriate innovation
strategy
Reinforce learning 80
Video (Q&A) Minutes
https://www.youtube.com/watch?v=v25HPV5ZpAQ-Taking notes for different strategies
-Lecture (covering the following content):
1. Act of insight.
2. Adaptation.
3. Technology transfer.
4. Analogy.
5. Chance.
6. Technology push.
7. Market pull.
Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define
(Give the precise meaning of a word, phrase, Define: Innovation,
concept or physical quantity)

-State State different strategies for innovation

(Give a specific name, value or other brief answer
without explanation or calculation.)

Assessment objective 2
-Outline Outline how “the product” is considered as “Act of insight,
(Give a brief account or summary ) Adaptation, Technology transfer, Analogy, Chance, Technology
push, Market pull.”
 Assessment objectives
Assessment Objective 3
-Explain Explain how “the product” is considered as “Act of insight,
(Give a detailed account including reasons or Adaptation, Technology transfer, Analogy, Chance, Technology
causes.) push, Market pull.”
5.3: Strategies for innovation:

Concepts and principles: Content:

○ Design context where each strategy has been

1. Act of insight.
applied.
2. Adaptation.
3. Technology transfer.
4. Analogy.
5. Chance.
6. Technology push.
7. Market pull.
Strategies for Innovation
Guiding questions & statements :
Based on the image you have been assigned to
-list the uses of the product/innovation
-Identify the trigger behind the innovation
-Pick the appropriate keywords that could present the trigger behind the
innovation from the keywords-statements box
Groups of three are
Critical thinking skills activator: assigned to products
Identify the strategy for innovation
List characteristics of the strategy
5.3: Strategies for innovation: Act of insight.

Act of insight is often referred to as the “eureka moment”, a

sudden image of a potential solution is formed in the mind,
usually after a period of thinking about a problem. Possibly
some of the most famous examples of ‘act of insight’ would be
Isaac Newton developing the theory of gravity after seeing an
apple fall from a tree. Archimedes had the first ‘eureka moment’
in the bath when he worked out how to measure and weigh
irregular shaped objects by measuring the water it displaces.

Most acts of insight come from situations that inventors find themselves in and then
the ‘ah hah moment’ happens. One such moment came for Spencer Silver who spent
years trying to get his colleagues at 3M excited about his ‘low-tack’ pressure sensitive
adhesive. One day he was at church when he had that ‘eureka’ moment and came up
with a use for his glue. Arthur Fry another member of the church was annoyed that
his bookmarks in his bible would no stay in place. Silver saw this as a design
opportunity for his glue. He combined his low-tack, reusable glue with small colourful
pieces of paper, and ‘Post it Notes’ were born –

Do you know of any other acts of insight?

5.3: Strategies for innovation: Adaptation & Analogy.
Adaption - A solution to a problem in one field is adapted for
solving a problem in another field. Analogy - An idea from one context
Adaption is taking a technology, concept or system from one is used to stimulate ideas for solving
application and applying it to new product. Adapting or changing a problem in another context. An
applications of technology, designs or ideas is commonplace in the analogous innovation normally is
design world, and there are many high profile stories. The derived from nature - be it the ‘wing
technology and idea behind the hovercraft was adapted to make in ground effect’ of a pelican gliding,
mowing the lawn a lot easier. Now the lawnmower just floats on a or the leaping of a dolphin. Some
cushion of air. James Dyson famously adapted the dust extraction analogy innovations come from
system in a local timber mill to create his innovating vacuum other sources. Trevor Bayliss got his
cleaner design. idea for a wind-up radio from his
clockwork alarm clock - Can you
think of any others?

A solution that is already

has been done and putting Using an idea from a different context and using it to get ideas to a
it in a new context new context /a lot of it inspired by nature
5.3: Strategies for innovation: Chance.

There are many more examples of chance innovation, but these two videos show some important examples.

Chance – Where a unexpected discovery leads to new ideas or innovations.

5.3: Strategies for innovation: Technology transfer.

Technology transfer is where a technology, manufacturing process or material is transferred to another field to provide the basis
of a new invention. There are many different examples of this type of innovation, especially now with the advancements in
computing and digital applications. What ones can you think of?

The laser is a good example of a technology that was originally invented with no real purpose, but
has now found seemingly endless applications in the modern world, from cutting metal, ophthalmic
surgery, measuring and leveling, reading bar codes and even recording sound.

Laser -
Light Amplification
by Stimulated
Emission of
Radiation

Technology transfer – Where a technology, manufacturing process or material is transferred to another field to provide the
basis of a new invention.
5.3: Strategies for innovation: Technology push / market pull.
Technology Push - This is where the driving force for a new
design emerges from a technological development. Products
may be re-designed because of changes in materials,
technologies or advancements in manufacturing methods or
processes.
Manufacturers will push their new product to market in the
hope that customers will want to adopt the new technology
and improve market share and sales. And advancement in
technology can be a major selling point for companies. The
advancement in car safety is a great example of technology
push - Air bags, impact protection, auto braking systems etc.
Technology Push - Scientific research leads to advances in
technology that lead to and underpins new ideas.
Market Pull - A new idea is needed as a result of demand
from the marketplace.
Market Pull - Designers often produce ideas for products in
response to market forces. This is also called consumer pull.
Market influences include:
○ Demand from consumers for a new product.
○ A competitor releases a new product and this impacts
on your market share.
Market research plays an important part in identifying the
opportunity for developing new products. Analysing sales
trends will also indicate changes in consumer preferences and
needs.
Consumer demand or market pull for larger
screens explains the evolution of the iPhone.
Revision video
Lessons Overview-Topic 5.4:

Check Prior knowledge 5

What are the characteristics of Lone inventors minutes

Group work- in groups of 3 15

Each group will investigate the terms : Minutes
Lone inventor, champion and entrepreneur
-Define each term, state the characteristics of each , outline the role each in the innovation of products or systems
Reinforce learning 80
Lecture: Minutes
○ Roles of the champion and entrepreneur in the innovation of products and systems.
○ Reasons why inventors often take the role of product champion and/or entrepreneur.
Making connections to the concept Multidisciplinary teams
○ The advantages and disadvantages of multidisciplinary teams.

Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1 List two disadvantages of multidisciplinary team
-Define
(Give the precise meaning of a word, phrase,
concept or physical quantity) Define: Lone inventor, champion, entrepreneur

-State State different strategies for innovation

(Give a specific name, value or other brief answer
without explanation or calculation.)
Assessment objective 2
-Outline Outline why is “ designer name” considered a “Lone inventor,
(Give a brief account or summary ) champion, entrepreneur” ?

Outline the role of the champion and entrepreneur in the innovation

of products and systems in the development of “a product”

Outline the advantages and disadvantages of multidisciplinary

teams.
 Assessment objectives
Assessment Objective 3
-Explain Explain how the champion affect the launching of new products in
(Give a detailed account including reasons or market
causes.)
Explain the role of an entrepreneur in the launching of new products
in market

Explain why multidisciplinary teams are becoming more necessary

in the design and development of products
5.4: Stakeholders in invention and innovation:

Concepts and principles: Content:

○ Roles of the champion and entrepreneur in the

1. The inventor, the product champion, the
innovation of products and systems.
entrepreneur.
○ Reasons why inventors often take the role of
2. The inventor as a product champion and /or
product champion and/or entrepreneur.
entrepreneur.
○ The advantages and disadvantages of
3. A multidisciplinary approach to innovation.
multidisciplinary teams.
5.4: Stakeholders in invention & innovation: Inventor, Product champion and Entrepreneur.
The Inventor - Is an individual working outside
or inside an organization who is committed to
the invention of a novel product and often
becomes isolated because he or she is
engrossed with ideas that imply change and
are resisted by others.
Profile of a Lone inventors:
○ Individuals with a goal of the complete
invention of a new and somewhat
revolutionary product.
○ Have ideas that are completely new and
different.
○ May not comprehend or give sufficient care to
the marketing and sales of their product.
○ Are usually isolated, and have no backing
towards their design.
○ Are having a harder time to push forward their
designs, especially in a market where large
investments are required
for success.
○ Their ideas, because of
how different they are often
resisted.
Product Champion - Is an influential
individual, usually working within an
organization, who develops enthusiasm
for a particular idea or invention and
“champions” it within the organization.
Profile of a Product Champion:
○ Has business experience in the domain
○ Can speak intelligently about the issues
○ Acts as a good facilitator, works and
plays well with others.
○ Accepts responsibility for the product.
○ Defends the team’s ability to produce
the product.
○ Is willing to make hard decisions.
○ Treats the team as knowledgeable
professionals.
○ Sets reasonable performance
expectations
○ Doesn’t think she/he is an expert about
the market.
○ Performs ongoing
○ market analysis
Entrepreneur - Is an influential
individual who can take an
invention to market, often by
financing the development,
production and diffusion of a
product into the marketplace.
Profile of an Entrepreneur:
○ Business acumen
○ Self-control
○ Self -confidence
○ Sense of urgency
○ Comprehensive Awareness
○ Realism
○ Conceptual Ability
○ Status Requirements
○ Interpersonal Relationships
○ Emotional Stability
 5.4: Stakeholders in invention & innovation: Inventor, Product champion and Entrepreneur.

On occasion, the inventor is also the product champion and/or entrepreneur. This requires specific skill sets and the actions to
fulfil these roles and not every designer/inventor will have these skills, or the desire or drive to pursue these multidisciplinary
roles.
Multidisciplinary approach to innovation needs:
○ Effective design draws from multiple areas of expertise, and this can be utilised at different stages of product development.
○ Most products are now extremely complex and rely on expertise from various disciplines. Most designs are developed by
multidisciplinary teams.
○ It would be unlikely that a lone inventor would have the expertise in all the disciplines.
○ Most modern day designs are developed in multidisciplinary teams

The Inventor
Product Champion
Entrepreneur

Dyson - 34 minutes long.

5.4: Stakeholders in invention & innovation: Multidisciplinary approach to innovation..

Advantages Disadvantages

○ Wide range of knowledge that others may not have
considered.
○ Wide range of expertise and/or backgrounds that foster
cross-fertilization of ideas.
○ May not want to share ideas for fear of losing ownership.
○ Individual may not be used to working in teams.
○ Different working styles and speed.

○ Wide range of expertise and/or backgrounds meaning ○ Chance of miscommunication.

that people look at ideas through a different set of lens.
Lessons Overview-Topic 5.5:

Check Prior knowledge 5

What is a life-span? minutes

Group work- groups of three will work on investigating the stages of products life cycle (Key stages of the product life cycle: 15
launch, growth, maturity, decline) Minutes
-identify the main stages on graphs, outline the importance of the “existence of a product” in that stage, explain how each stage
relates to products states in market
Reinforce learning 80
Lecture: Minutes
-Examples of products at different stages of the product life cycle including those new to the market and classic
designs.
-Length of the product life cycle considering the effect of technical development and consumer trends.
-Advantages and disadvantages for a company of introducing new versions and generations of a product.

Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define
(Give the precise meaning of a word, phrase, Define: a product life cycle, launch stage , growth stage , maturity
concept or physical quantity) stage, decline stage.

-State Define different types of Obsolescence (planned, style (fashion),

(Give a specific name, value or other brief answer
without explanation or calculation.)
Assessment objective 2
-Outline
(Give a brief account or summary )
functional, technological.)
State the key stages of the product life cycle
State examples of Obsolescence
Outline why with each new generation the previous generation
might be considered technologically obsolete

Outline the benefit of product versioning

Outline the benefit of product generations.

Outline two different extension strategies that could be used to

increase sales
 Assessment objectives
Assessment Objective 3
-Explain Explain the impact of technical development on the length of the
(Give a detailed account including reasons or product life cycle
causes.)
Explain the benefit of product generations.
5.5: Product life cycle:

Concepts and principles: Content:

○ Examples of products at different stages of the

1. Key stages of the product life cycle: launch,
product life cycle including those new to the
growth, maturity, decline.
market and classic designs.
2. Obsolescence: planned, style (fashion),
○ Length of the product life cycle considering the
functional, technological.
effect of technical development and consumer
3. Predictability of the product life cycle
trends.
4. Product versioning/generations.
○ Advantages and disadvantages for a company
of introducing new versions and generations of a
product.
5.5: Product life cycle: Key stages of the product life cycle.

Innovation and the continuous

development of new and improved
products are key to the design
process. The Product Life Cycle is a
business term that attempts to list
the different stages in the lifespan of
a product.

A Product Life Cycle (PLC) will go

through 4 separate stages and they
Product life cycle - Brief introduction.
are explained below

Product life cycle - Extended explanation.

5.5: Product life cycle: Key stages of the product life cycle.

Launch or Introduction phase - With any new product you must introduce it to the marketplace. It is
necessary to launch the product with the right image at the right price. To introduce a new product to the
marketplace can require significant investment, it is also important you have a good infrastructure in place
as poor distribution at the beginning can lead to a disaster for a new product. (Pushing the product into
the market and Pulling the consumers) creating a BUZZ in the market

Trend starters,
Want to buy it first
5.5: Product life cycle: Key stages of the product life cycle.

Growth phase - Once you have survived the introduction phase, your product will have to grow.
It is at this stage that it is hoped that sales and profits will grow. When a customer base is
established, this can be a good time to introduce complementary products.

Viral Marketing ! The ones who already bought it are telling others to buy it !

Hoping that the demand of the product is supposed to increase more

consumers want the product, more competition from other companies
5.5: Product life cycle: Key stages of the product life cycle.

Maturity phase - The profit revenue from the product is falling and price reductions may be
necessary to maintain competitiveness. It is likely that your customer base is as wide as it will go.

The lasting power of the product, keeping customers buying the product
5.5: Product life cycle: Key stages of the product life cycle.

Decline phase - Falling sales means customers are tiring of your product. The market is
changing, you either need to relaunch, modify, or introduce a new product. It’s time to move on,
or do you need to find a new market?

Less and less people are buying the product

Extend growth and maturity to generate more sale therefore more profit
5.5: Product life cycle: Key stages of the product life cycle.

The image below shows the product lifecycle

State the stage when most extension strategies are used

Identify the stage where a company is most at risk of not making a return on its investment
[2 Marks]
5.5: Product life cycle: Obsolescence.
Obsolescence is where a product There are a number of different types of ‘obsolescence’, but these are the 4 main types:
or trend becomes obsolete or
1.Planned Obsolescence – A product becomes outdated as a conscious act either to
outdated and no longer used or
ensure a continuing market or to ensure that safety factors and new technologies can be
needed.
incorporated into later versions of the product.
Reason why for many products the Ever wondered why your mobile
product cycle has shortened: phone or laptop never seems
○ Include new safety to last more than 4 or 5 years?
features. Apple deliberately slowed down its older model
○ Include the latest phones. They say it was to protect them - Do you
believe them?
technology.
○ Trends in fashion or
style fluctuate. 2. Style (fashion) Obsolescence – Fashions and
○ Ensure a continuing trends change over time, which can result in a
market. product no longer being desirable. However, as
evidenced by the concept of retro styling and the
cyclic nature of fashion, products can become
desirable again.
5.5: Product life cycle: Obsolescence.

Functional Obsolescence – Over time, products wear out and break down. If
parts are no longer available, the product can no longer work in the way it
originally did. Also, if a service vital to its functioning is no longer available, it can
become obsolete.

Technological Obsolescence – When a new technology supersedes an existing

technology, the existing technology quickly falls out of use and is no longer
incorporated into new products. Consumers instead opt for the newer, more
efficient technology in their products.
5.5: Product life cycle: Predictability, Product versioning / generations.

Predictability - The rate of technological advancement has given rise to

some incredibly short product life cycles, especially in digital products. On
average you can expect a highly innovative product you purchased on
release day to be replaced with something newer and better within a year.
There are now a number of companies and software that will track a products
life cycle and analyse the data for you. This does give companies an element
of predictability and allow them to understand when a new product is needed. Product Versioning: Samsung.

Unpredictability - While a product’s lifespan may be limited, it is very hard

for a manufacturer to accurately predict how long it is likely to be, especially
in the development stage of a new product. However, with data analysis, this
is improving. While most manufacturers are very good at making decisions
based on the information they have, customer demand can be really The S range. The J range. The A range.
unpredictable, which means they don’t always get it right - what can cause
this unpredictability?

Product versioning - Is a business practice in which a company produces

different models of the same product, and then charges different prices for
each model. Versioning a product gives the consumer the option of
purchasing a higher valued model for more money, or a lower valued model
for less. A company can maintain a pioneering strategy and consistent
revenue flow by introducing new versions or generations of a product to a
market. Apple uses this strategy effectively, creating multiple versions and
generations of their iPod®, iPhone® and iPad® products.
5.5: Product life cycle: Advantages and Disadvantages of product versions or generations.

Advantages and disadvantages for a company of introducing new versions and

generations of a product

○ Consumers can choose the version thats suits them.

○ Improved consumer choice.

○ Some groups can benefit from reduced costs.

○ Increased market spread for the company. Product life cycle: Explanation.

○ Spreads out demand and reduces pressure on individual products.

○ Maximise profits for the company hopefully through increased sales.

Lessons Overview-Topic 5.6:

Check Prior knowledge 5

What is diffusion? minutes

Group work- Groups of three will identify the Rogers diffusion strategies as following: 15
-Why do users adopt innovations? Minutes
-What are the main categories you can identify?
Reinforce learning 80
Lecture: Minutes
-Rogers four research elements of diffusion.
- ‘S’ curve of adoption details the rate at which innovations are adopted.
-The five categories of consumers in relation to their technical adoption
-Social roots of consumerism
-Influence of social media on diffusion of innovation
Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define
(Give the precise meaning of a word, phrase,
concept or physical quantity) Define: early adopter, Innovators, early majority, late majority

-State Identify the category of consumer most likely to be tech enthusiasts

(Give a specific name, value or other brief answer and be willing to take the most risks
without explanation or calculation.)

Assessment objective 2
-Outline Outline the importance of Trialability in terms of consumer
(Give a brief account or summary ) adoption in order for consumers to adopt this new innovation

Outline the importance of social roots on consumerism

 Assessment objectives
Assessment Objective 3
-Explain Explain the influence of social media on the successful diffusion of
(Give a detailed account including reasons or an innovation
causes.)
Explain how observability might have impacted on the consumer
adoption

Explain how compatibility would impact on consumer adoption of

the
5.6: Roger’s characteristics on innovation and consumers.

Concepts and principles: Content:

○ Examples of product innovations for each of

1. Diffusion and innovation.
Rogers’ characteristics.
2. The impact of Rogers’ characteristics on
○ The impact of Rogers’ characteristics on
consumer adoption of an innovation.
consumer adoption of an innovation can be
3. Social roots of consumerism.
considered in terms of relative advantage,
4. The influence of social media on the diffusion of
compatibility, complexity, observability,
innovation.
trialability.
5. The influence of trends and the media on
○ The social roots of consumerism include
consumer choice.
lifestyle, values and identity.
6. Categories of consumers in relation to
○ Issues for companies in the global marketplace
technology adoption.
when attempting to satisfy consumer needs in
relation to lifestyle, values and identity.
○ Categories of consumers include innovations,
early adopters, early majority, late majority,
laggards.
5.6: Roger’s characteristics: Diffusion and innovation.

Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new
ideas and technologies are spread through cultures. Everett Rogers, a professor of
Communication Studies popularised this theory in his book, Diffusion of Innovations in 1962.
Rogers argues that diffusion is the process by which an innovation is communicated through
certain channels over time among the participants in a social system - His process relies
heavily on human skills and techniques. This theory was also designed before the concept of
‘social media’, but it has only helped reinforce his idea. A new innovation must be widely
adopted in order to self sustain.
Rogers formulated four research elements of diffusion:
1. Innovation - The new object or product.
2. Communication channels - They way the message moves from one person to another.
3. Time - The rate of adoption is the relative speed with which an innovation is adopted by
Explanation of Diffusion of
Innovation. members of social system.
4. Social systems - A set of interrelated units that are engaged in joint problem solving to
accomplish a common goal.
5.6: Roger’s characteristics: Impact on consumer adoption and innovation.

While we will look at the different groups that adopt

innovations in more detail later. In Rogers theory he has
developed five characteristics that impact on consumer
adoption of innovations. The rate at which they adopt is
explained in the video, and this is known as the ‘S’ curve of
adoption.
The 5 characteristics of why someone would adopt an
innovation are:
○ Relative advantage - How improved an innovation is
over the previous generation.
○ Compatibility - The level of compatibility an innovation
has to being assimilated into an individual's life.
○ Complexity - If the innovation is perceived as to
complicated or difficult to use, an individual is unlikely to The S Curve of adoption - The
adopt it. rate at which innovations are
taken up.
○ Observability - The extent to which an innovation is
visible to others. An innovation that is more visible
(advertised, promoted etc) the more likely it is to be 5 characteristics of why
talked about and discussed in social groups, therefore someone would adopt
an innovation
leading to more greater adoption.
○ Trialability - How easily an innovation is to be
explored, tried or tested, the individual is more likely to
adopt it. Revision video
5.6: Roger’s characteristics: Impact on consumer adoption and innovation.

Trial
subscriptions
5.6: Roger’s characteristics: Characteristics on consumer adoption of an innovation.

While the ‘S’ curve of adoption details the rate at which innovations are
adopted, Rogers also looked at the different groups that adopt innovations.
The five categories of consumers in relation to their technical adoption are:
○ Innovators - The first individuals to adopt an innovation. They are
willing to take a risk - 2.5% of the population group.
○ Early adopters - The second group to take up an innovation. Less
likely to take risks than innovators, but still at the forefront of
innovation - 13.5% of the population group.
○ Early majority - tends to take more time to consider adopting
innovations and inclined to draw from feedback from early adopters
before taking the risk of a new purchase - 34% of the population
group.
○ Late majority - Adopts the innovation after it has been established
in the marketplace and is seldom willing to take risks with new
innovations - 34%.
○ Laggards - The last to adopt an innovation. They tend to prefer
traditions and are unwilling to take risks - 16%.

Which group are you?

Can you think of someone that would fit into each group?
5.6: Roger’s characteristics: Social roots consumerism and the influence of social media.
Social roots of consumerism - Consumerism is a social and
economic order and ideology that encourages the acquisition
of goods and services in ever greater amounts. Consumerism
is sometimes used in reference to the anthropological and
biological phenomenon of people purchasing goods and
consuming materials in excess of their basic needs.
Consumerism really began with the industrial revolution. It
created unprecedented economic growth, and for the first time
in history products were available in outstanding quantities.
Add in the increased wealth and the concept of leisure time all
added to the birth of consumerism. Consumerism can drive
demand, that can be a good or a bad thing, but people's
appetites for new and exciting things seems endless. There is
always someone searching for the next innovation.
Consumerism - Good or Bad, you
decide.
Influence of social media on diffusion of innovation -
Consumers can have a huge influence on innovation. With the
advent of social media and the raise of social ‘influencers’
consumers are more an more exposed to different trends,
styles and innovations. Social media can also have a negative
impact on innovation through pressure groups and boycotts of
products or ideas.
Crowdfunding has possibly had the larger impact on innovation
and development of new ideas. Designers and developers are
now able to access funding for their designs, as well as
affordably and easily advertise their products via various online
and social media applications.
5.6: Roger’s characteristics: Social roots consumerism and the influence of social media.
5.6: Roger’s characteristics: Influence of trends and the media on consumer choice.

Consumers can easily be influenced by trends, fads and

fashion and this usually comes down to different human
behaviours. Companies and brands need to understand
these behaviours in order to market, communicate and
channel their products or services to the right market.

Social media has had a large effect on how this is now

done. Companies are now able to target specific groups all
over the world. This ‘targeted’ approach helps marketing
companies reduce costs by eliminating wasted advertising,
and increase sales by communicating with the correct
target audience for their products or services.

Companies also need to carefully consider which media is

best to promote their products or services. The
mainstream media outlets of TV, film and print media still
reach enormous amounts of people. Social media
platforms and online influencers, while they have their
place in modern marketing, they are a new addition to the
mix and not readily used by all consumer groups.
The meteoric rise of social media and its influence on innovation
has made it much easier for new products, designs and innovations
to “cross the chasm”. This is achieved by communicating
effectively with your target market and giving as many people as
possible the opportunity to access your product. The more people
that know about your innovation the great chance you have of
making it to the mainstream market.
Lessons Overview-Topic 5.7:

Check Prior knowledge 5

Based on students' knowledge from MYP Year 5, What is the difference between a target market and target audience ? minutes

Group work- Groups of three 15

Identify target market aspects: Minutes
1. Define target market, target audience
2. Outline the importance of having segments
3. Develop understanding of concepts in analyzing markets
Reinforce learning 80
Lecture: Minutes
-How market sectors and segments can be used to establish target markets.
-How a target audience is used to establish the characteristics of users.
-Design contexts for different target markets and audiences.
Closure 10
-Class discussion and revision minutes
Homework
Assessment objectives
Assessment objective 1
-Define Define: target market, target audience, Geographical,
(Give the precise meaning of a word, phrase, Demographic or Socioeconomic, Psychographic, Behavioural.
concept or physical quantity)
List segments of target market
-State
(Give a specific name, value or other brief answer List the needs of the different target segments had on the designs
without explanation or calculation.) of the “product”

Assessment objective 2
-Outline Outline the possible characteristics of the Target Market likely to
(Give a brief account or summary ) purchase “product”

Outline how these two different target markets would have impacted
at least two areas of the design specifications in the design of a
“product”
 Assessment objectives
Assessment Objective 3
-Explain Explain the reasons for a carrying out a competitor analysis
(Give a detailed account including reasons or
causes.) Explain the importance of conducting an economic viability
5.7: Innovation, design and market specifications.

Concepts and principles: Content:

○ How market sectors and segments can be used

1. Target markets.
to establish target markets.
2. Target audiences.
○ How a target audience is used to establish the
3. Market analysis.
characteristics of users.
4. User need.
○ Design contexts for different target markets and
5. Competition.
audiences.
6. Research methods.
7. Design specifications.
5.7: Innovation, design and market specifications: Target markets & target audiences.

A Target Market refers to the sectors and segments within a population group.
Where as a Target Audience relates to characteristics of the users within each
sector or segment.
Target Market: There are four main areas that define target markets. We will
cover this is a bit more detail on the next slide, but the categories are:
-Geographical. -Demographic or Socioeconomic.
-Psychographic. -Behavioural.
When establishing a Target Market you should consider:
Target market : Who is most likely to buy this product given its benefits? How can the organization
creating baby tap into the buying power of these consumers? Where is the target market most
cloths
Target audience:
likely to find out about the product? Answering these questions helps you to
Parents position your product in the correct marketing and distribution channels.
Target Audience: Is a specific group of people within the larger target market at
which a product or marketing message is aimed at.
For example, if a company is hoping to sell a new diet programme for men with
heart disease issues (Target Market), the marketing campaign or message could
be aimed at the person (Target Audience) how takes care of the eating plan for
that household.
5.7: Innovation, design and market specifications: Market segments.

Market Segments
Geographical Demographic Psychographic Behavioural

Continent Age Lifestyle Occasions

Country Gender Social class Degree of loyalty

Country region Family size Interest Benefits sought

City Occupation Activity Usage

Density Income Opinion Buyer readiness

Climate Education Personal values User status

Population Religion Attitudes

City area Race

Street Nationality
5.7: Innovation, design and market specifications: Market analysis and User need.

Market Analysis: User Need:

An appraisal of economic viability of the proposed design from
a market perspective, taking into account fixed and variable A marketing specification should identify the essential
costs and pricing, is important. It is typically a summary about requirements that the product must satisfy in relation to market
potential users and the market. and user need.

Economic viability - Economic viability is informed by

financial analysis but takes a broader approach to costs and
benefits than just financial considerations. A project is
assessed as economically viable if the project benefits exceed
the project costs.
Fixed costs - Are dependent on the level of goods or services
produced by a business. They tend to be time-related, such as
salaries or rent and are often referred to as ‘overheads’.

Variable costs - In contrast to fixed costs, variable costs are

volume related - raw materials, components etc.
5.7: Innovation, design and market specifications: Competition and research methods.
Competition:
A thorough analysis of competing designs is required to
establish the market need.
Every product you take to market, even ones that are new
inventions or improvements on old products, face competition.
This is because customers buy products for many different
reasons. Some are interested in the innovation of new products,
others care more about price point and clever marketing
schemes. Your competition will capitalize on these buyer
preferences and seek to edge out your product from the market.
Identifying the competition in your marketing specification helps
the organization to clarify how it can edge out and respond to
the competition.
Research methods:
Literature search - Research of established research
performed by others.
User trail - A user trial is carried out by giving a product to a
person, or group of people, then asking them to give feedback
after they have used the product. This could last from a few
hours to a few days and often involves the use of a
questionnaire.
User research - User research focuses on understanding
user behaviors, needs, and motivations through observation
techniques, task analysis, and other feedback methods
Expert appraisal - This is a process in which an expert,
chosen on the basis of his or her knowledge of the area or
field in which your product or service is based, and gives
feedback on its operation, suitability and identifies any design
issues.
Performance test - Product Testing, also called consumer
testing or comparative testing, is a process of measuring the
properties or performance of products. Product testing is any
process by means of which a researcher measures a
product's performance, safety, quality, and compliance with
established standards.
5.7: Innovation, design and market specifications: Design specifications.

A design specification relates to the requirements of a product and details aspects of:

○ Aesthetic requirements.
○ Cost constraints.
○ Customer requirements.
○ Environmental requirements.
○ Size constraints.
○ Safety considerations.
○ Performance requirements and constraints.
○ Materials requirements.
○ Manufacturing requirements.
○ Any others that pertain to the design context.

All of the requirements, constraints and considerations must be specific, feasible and measurable.

The design specification must be developed from the design brief and research and pay particular attention to
the users needs and requirements, while conforming to any legal requirements and set industrial standards for
the product being made.
Topic 5-Revision guide
Topic 5-Terminology