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An introduction to user-driven innovation

Danish Design Centre

This guide provides a useful introduction to user-driven innovation methods for small businesses.

User-driven innovation is about creating or improving products and services based on user needs and preferences. But also being aware that users often say one thing but do another.

In the guide you will learn to tell the difference between your users and your customers – in many cases these are not the same people. It will explain the best methods to gain an understanding of your users, and how to make the most of the insights from them.

On the last pages you will find a workbook to help you structure your findings and make recommendations for company strategy.