Abstract:

Product innovations are developed for a future market with future consumers. Engineers and decision makers need to understand both to be successful. The paper shows an empirically based framework which systematically integrates the people dimension of today and tomorrow into the innovation process.The framework includes a psychographic segmentation, socio-cultural ICT (Information and Communication Technology) drivers, ICT consumer scenarios and a web-based tool to calculate and evaluate the market and revenue potential according to the segmentation. It describes the whole framework and how market research results could be translated in the language of managers and decision makers.