Chang is on the consumer research team at LG's Household and Healthcare. He focused on product design, evolution and innovation. Internal and external forces help companies innovate.
- Customer research in Web 2.0 is the focus of Chang's presentation
- Creation of new products requires creative customer involvement
- Internal customers - inner creative staff and researchers
- External customers - expert customers and other business experts
- This helps companies break inertia and myopia internally and to use external inertia
- Look at current and customer competitors
- Find competitive advantages in design, quality, ads, etc.
- Trendspotting is necessary - possibly looking at restrictions and overcoming them
- Cross-pollinating teams will help drive new ideation for products
- Involving the right outside parties can help lead to more innovation where not expected - need to identify the lead users
- Experts in other industries can help find new insights that apply
- Darwin's theory of evolution was spawned from diversity and this is what is happening in technology today - more options let us see this evolution
- The milk industry shows us the evolution of product/package design - calcium milk, skim, coffee creamer, etc.
Here is an example Chang mentioned from Japan for a new drink called White Coffee from Kirin (better know for their beer brewing in the US). This shifts the consumer from traditional views of coffee/packaging. It could work or backfire.