Category Archives: Consumer-focused innovation

How Electrolux revamped its consumer-focused innovation

BusinessWeek is one of the best publications covering innovation today. I’m finally making it through the Nov. 4 issue and found this great story about how Electrolux revamped its innovation efforts by focusing on the consumer and highlighting design. Here are a few of the things the company did:

  1. Incorporated ethnography. Market researchers spent hours in consumers’ homes watching how they vacuumed in order to develop the new bagless model.
  2. Built an “innovation triangle.” The company brought together the design, R&D, and marketing departments to make joint decisions on new products.
  3. Elevated design: The company created a position of chief design officer, and is now “one of just a handful of companies – Apple is another – where the chief designer reports directly to the CEO.

Read more at BusinessWeek.