Radical Human Centricity

There is a problem with innovation research. Many of the methods used to study people for strategic and designinnovation purposes are not up to the task. They are holdovers from market research or are simplified versions of toolsborrowed from other fields of research.The problem exists because these methods cannot provide the kind of understanding, or grounding in people's livedexperience to meet the requirements of design and strategy innovation. The world is only becoming more complicated, andinnovation's impacts on people's lives and the environment are only increasing. It is essential we work to fulfill the promisesof human-centered research with better research practices, and create positive interventions into people's lives whileresisting the reductionist, damaging, and wasteful tendencies of design thinking research and human-centered design (HCD).Thisbook critiques many of the common methods used in innovation research and provides directionsto overcome theirweaknesses by developing a radical human-centric approach.