chapter  5
30 Pages

Observe and Learn

In the second stage, the FORTH team leave the premises; they literally and figuratively go on a discovery expedition which will lead them to their own innovation opportunities, customers, trends and technology. They acquire new impressions by observing and talking to the target group. The purpose of this stage is to gain inspiration from different sources and to let it rub off on them. At the end of their expedition they choose the most valuable innovation opportunities, customer frictions, trends and/or technologies. These are then used as a source of inspiration in the brainstorming session during the next stage. The Observe and Learn stage lasts for six weeks and also functions as incubation time in order to integrate the experiences in their subconscious whereby new product or service ideas are created.