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Human-centered Approach to Innovation and Its Impact on Innovation Adoption

Student: Aytaj Abdurahimova

Supervisor: Irina Bazileva

Faculty: Institute for Statistical Studies and Economics of Knowledge

Educational Programme: Governance of Science, Technology and Innovation (Master)

Year of Graduation: 2021

The way people do business has dramatically changed from the situation where there was a little but growing competition on the market and the production processes was mostly technology base. Previously, a company was in a luxury situation, which was able to propose what they can propose, and consumers who would consume whatever company proposed. but contemporary demand side is more crucial and not that easy to catch, therefore the situation mostly different. The new market has created such a scene where the customer satisfaction is one of the key things for creating and making the decision on the service or the product. Customer voice is something that helps company to understand that whether there is a good probability that this product will be successful in this specific market or sector of the market. Human-centered approach to innovation means putting a lot of efforts in developing a new way of creating new products and services where the customers, business clients, all potential adopters put in the center of whole production cycle. The study addresses the problem above that is arising from changing tendencies on marketplace. Through studying the importance of human factor while innovating the study aims to define its impact on adopting new products and services. The author conducted interviews with lead product people to understand the relationship between human centered approach to innovation and its adoption. The means of the approach, its nature from the aspect of five theoretical factors of innovation’s adoptions that are relative advantage, compatibility, complexity, trialability and observability; as well as contemporary practices and evaluation results and challenges are among findings. Results of the study firstly determine the main drivers of innovation adoption through the help of subject matter experts. Taking into account technological advancement and opportunities came along with it, recent triggers for adoption has been listed and discussed. Then, the impact of human centered approach on adoption from the point of five factors has been revealed.

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