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The commentary provides the new context of the Covid-19 pandemic and innovation.
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This is a research-based commentary on the Technological Forecasting and Social Change article (Sakellariou et al., 2020) "From user insights to foresights: Applying video-based ethnographic narratives and user innovation in NPD". We show how these concepts structured our user foresights, and outline the implications of engaging them in innovation processes. To demonstrate the methodology, we draw on empirical findings which reveal anticipatory experiences, which we abstract through the concepts of confidence, hope and being-in-the-moment. We propose an ethnographic approach with iterative speculative scenarios, which we demonstrate through a study undertaken with participants from five families who were introduced to evolving levels of AD, in real-life situations. To better understand upcoming individual user needs and to enable new innovations beyond acceptability forecasts and UX lab tests, we need to identify new concepts through alternative methodologies that can generate user foresights based on users’ evolving anticipations of AD in their everyday lives. However, these approaches base their knowledge on people's past or present expectations and limited real life experiences of AD. AD research is commonly undertaken to provide user insights by studying the individual-technology experiences in lab settings or by forecasting attitudes and acceptability through large surveys. Opportunities for academia and practitioners are identified and managerial implications for industrial product innovation in MSB2Bs are discussed.Ī growing body of Human-Computer-Interaction research and the automotive industry has identified that understanding user needs and creating positive user experience (UX) is crucial in order to successfully introduce Autonomous Driving (AD) vehicles to the market. Based on an analysis of the limited research on using hidden needs techniques in MSB2Bs, actionable recommendations are derived as to which hidden needs techniques are most useful for MSB2Bs and which best practices should be considered when developing new products in MSB2Bs. For MSBs, that have limited resources, this is a particular issue and best practices of how MSBs identify their customers’ needs for different types and different phases of innovation projects are lacking.This review aims at clarifying the aforementioned issues for MSB2Bs. This is why, it is difficult for MSBs to decide which techniques are most useful to them. However, extant research has treated this term very inconsistently.
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Techniques that can be used to generate customer insights are often referred to by the term voice of the customer (VOC). For the successful development of new differentiated products in MSBs, the early identification and consideration of customers’ hidden needs is crucial. Yet, MSBs are very important for the growth of economies worldwide and it is of utmost importance for their future performance to develop new products. Mid-sized businesses (MSB) and mid-sized B2B businesses (MSB2B) in particular are often ignored in the research on innovation management. Como contribuição prática, destaca-se que o mapeamento da pesquisa em foresight pode auxiliar as empresas a compreender melhor o foresight para obter benefícios com as suas práticas. Como contribuições teóricas destacam-se a demonstração e descrição da aplicação da modelagem de tópicos na síntese e estruturação de um corpo substancial da literatura a extração dos tópicos que destacam os principais temas de pesquisa em foresight e a apresentação da tendência da pesquisa em foresight. Além disso, verificou-se que a tendência geral da pesquisa em foresight teve produtividade positiva nos últimos anos, e que o tema Processos e Cenários apresenta-se como o tópico com maior proporção e tendência crescente nos últimos anos. Desta análise foram extraídos seis tópicos demonstrando que a pesquisa em foresight inclui predominantemente os temas: Processos e Cenários, Métodos de Foresight, Políticas e Desenvolvimento Nacional, Desenvolvimento Tecnológico, Sistema de Foresight, e Foresight e Indústria. Para tal foi realizado um mapeamento sistemático de 870 documentos oriundos das bases de dados Scopus e Web of Science, os quais foram analisados utilizando a modelagem de tópicos. Diante disso, o objetivo deste estudo é analisar os padrões e tendências na pesquisa em foresight. O foresight é considerado uma área de estudo altamente diversificada.