Research & Stakeholder

Research Report:

What was your design challenge?

The challenge of the research design was to identify the appropriate questions to the specific target groups in order to understand the different meanings of innovation, how innovation is perceived within Madrid, and what would be the best way to attract people to use it.

What methods did you do to investigate the challenge?

 We used contextual interviews in the form of interviews with 3M employees at the 3M innovation center as well as personal interviews with people on the street. By asking them previously selected questions targeting the different groups we were able to extract information with different views. Our personal interviews were conducted around Salamanca. We also used self-exploration by analyzing the 3M Innovation Center as well as our own experiences with innovation to embrace a consumer's and company's point of view.

Mind Map

Add up to 3 pieces of primary data & explain their significance to your current state in the process? 

Quote Man on the Street: "Innovation is something new. Something that creates value." Innovation is perceived as a change that impacts society directly. This would for example mean that innovation is mostly perceived in the form of new products rather than immaterial services. Innovation should also be visible to the general public and not a specific group.

Quote 3M Employee: "A good way of promoting innovation is by conducting roadshows and to generate experiences to show the public how 3M is providing innovation to our lives." 3M employees agree with our initial idea to bring innovation closer to the public by organizing events and displaying new products in order to showcase innovation and inspire the public to embrace innovation.

Stakeholder Map

Stakeholders

1) Local community

2) B2C customers

3) Innovation center

4) Employees

5) Media & Social media

6) B2B customers

7) Government

8) Shareholders

9) Suppliers

10) Local businesses (restaurants & entertainment) & Toutistic places

11) NGO's

12) Financial services

13) Competition

Relationships

Legend

1) Primary (most important)

2) Primary (less important)

3) Secondary