Børsen: The Future Of Innovation Is Academic

By Anders Heering, September 16, 2005

While user-driven innovation has been incorporated into some of the largest corporations in the world, Danish companies are still hesitant to follow suit. The computer giant Microsoft has, for example, been using the skills of anthropologists systematically to better understand the technological needs of people in the Third World.

Christian Madsbjerg, co-founder and partner at ReD Associates, explains the challenge in the following way: “Most Danish companies base their decisions on intuition and experience when deciding what the users need. That approach can end up becoming terrifyingly expensive.”

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