Core 5

Question 1

What are the drivers for invention??

Answer 1

Assisting people and improving life of others.
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Constructive discontent not being happy with existing products.
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For economic gain.
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Inquisitive scientific or technical thinking.
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Necessity for new discoveries.
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Chance.

Question 2

What is a lone inventor? What are its advantages and disadvantages?

Answer 2

This idea is argued to be a myth with the likes of Tesla and Alexander Graham Bell who relied on the work of others for their own inventions
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Advantages
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Complete control over development of their own work.
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Disadvantages
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Difficulty working with others wanting to take design in a different direction
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Mix of expertise, ideas and problem solving techniques can be very beneficial.
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Majority of products today are very complex, national corporations make use of research and development teams that do the work no one person can.

Question 3

What is intellectual property? What strategies are used to protect it?

Answer 3

Creations of the mind including inventions; literary and artistic works; designs; symbols, names and images used in commerce.

Patents
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Protect inventions, giving exclusive rights to produce, use, or sell their NEW invention for typically 20 years from the filing date.
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An inventor applies for a patent with a detailed description of the invention and its uniqueness. It allows the patent holder to exclude others from making, using, or selling the invention without permission.
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Protection is national; inventors apply separately in each region where they want protection.
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Copyright
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Protects original works of authorship, including literary, musical, and artistic works.
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Covers the expression of ideas (like the specific text in a book or the lyrics of a song) rather than idea.
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Protection is automatic and fixed in a tangible form (e.g., a written manuscript or recorded song), registering with a copyright office provides additional legal benefits.
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Lasts for authors life plus 70 years in most offices; Corporate authors typically receive 95 years
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Doesn’t protect facts, ideas, or methods of operation, allowing others to create similar works.
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Trademarks
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Protect symbols, names, logos, sounds, or colours associated with a brand, helping to distinguish brand.
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A business applies with a trademark office to show that the symbol is associated with its goods. Allows the owner to prevent others from using similar marks.
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Can last indefinitely as long as mark remains in use and is periodically renewed, often every 10 years.
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Protection is typically national.
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Service marks
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Similar to trademarks but specifically protect branding elements used to identify services.
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A cleaning company’s logo used in marketing its services would be protected by a service mark.
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Registration similar to that of a trademark, difference being it applies to services.
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Can be renewed indefinitely as long as the service mark is in active use.
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Registered Trademarks (®)
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The ® symbol signifies that a trademark is registered with a government’s trademark office.
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Offer stronger legal protection than unregistered trademarks and serve as a warning against infringement.
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Allows the owner to take action against infringers in court.

Question 4

Discuss the idea of being first top market.

Answer 4

First movers can capture market attention and establish brand recognition
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Allows a company to establish a technological lead and build intellectual property
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Opportunity to capture market share before competitors respond.
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Often charge premium prices if the product addresses a unique need or has unmatched functionality.
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Later movers can analyse the first mover’s product and identify areas for improvement

Question 5

What are shelved technologies? Why might they be shelved?

Answer 5

Innovations developed but set aside—typically waiting for a time when conditions improve, like cost reductions or consumer demand increases.

Reasons
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High costs, market readiness, regulatory barriers, uncertain profitability.
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E.g. electric cars due to cost and low demand.

Question 6

What is the difference between invention and innovation?

Answer 6

Innovation, on the other hand, is the practical application or improvement of existing inventions or ideas to add value or solve real-world problems. It often involves refining, modifying, or combining inventions to create useful and marketable solutions.

Question 7

Why do so few inventions become innovations?

Answer 7

Magnitude of users needs
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Expectations of profitability
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Degree of positivity of market perception
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Amount of intellectual property protection afforded

Question 8

What are the categories of innovation?

Answer 8

New iPhone models are sustaining innovations, adding better cameras or faster processors to keep customers satisfied and loyal.
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Disruptive innovation introduces simpler, more affordable, or more accessible products that often start by targeting an underserved market segment. Over time, they improve enough to meet the needs of mainstream customers, eventually overtaking established products.
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Netflix’s streaming model disrupted traditional DVD rentals and cable TV by offering a more convenient, affordable way to access media.
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Process innovation focuses on improving the way products or services are created and delivered, enhancing efficiency, cost-effectiveness, or quality in production or operational processes.
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Automation of assembly lines in manufacturing (such as using robotic arms for precision work) is a process innovation that reduces labour costs and speeds up production.

Question 9

What innovation strategies are the for design?

Answer 9

Desktop computers to laptops. The core components are largely the same, but they’re arranged differently to create a portable device.
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Configurational Innovation: Rearranges design for practical improvements in usability or efficiency.
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New model of car with more user-friendly dashboard controls and improved layout for passengers and cargo space. The overall function remains the same, but the arrangement is optimized.
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Radical Innovation: Introduces entirely new products or technologies, often disruptive and transformative.
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The internet is a radical innovation, as it created a completely new way for people to communicate, work, and access information.
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Modular Innovation: Upgrades specific components while maintaining the overall system, enhancing performance incrementally.
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Upgrading the camera in a smartphone is a modular innovation. The improved component enhances the product, but the smartphone’s general design and operation remain intact.

Question 10

Innovation strategies for market introduction and management.

Answer 10

Diffusion

The process of spreading an innovation throughout a market, aiming to achieve widespread adoption among consumers or organizations.
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The diffusion of smartphones relied on showcasing their multifunctionality (calls, internet, apps), while early adopters and influencers popularized their use, encouraging a widespread market shift.
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Suppression
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Aims to slow down or limit the adoption of an innovation, typically when it conflicts with existing products, technologies, or regulatory policies, or when it disrupts established business models.
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Used by industry incumbents or regulatory bodies to protect current investments or mitigate perceived risks.
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Music industry initially suppressed digital file-sharing platforms by enforcing copyright laws and emphasizing the risks of piracy, ultimately reshaping the market with regulated alternatives like legal streaming services.

Question 11

What strategies are there for inovation?

Answer 11

1. # AnalogyDefinition: This strategy involves drawing parallels from existing solutions in different domains to inspire new ideas.
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   Example: Designing a new transportation system based on how birds navigate can lead to innovations in flight technology.
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2. # AdaptationDefinition: Adapting existing products or technologies to new contexts or markets.
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   Example: Taking a successful product in one market and modifying it to meet the needs of a different culture or environment.
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3. # Act of InsightDefinition: This strategy relies on sudden, intuitive realizations or creative bursts that lead to innovative ideas.
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   Example: A scientist suddenly realizes a novel application of a known chemical compound during a casual discussion.
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4. # ChanceDefinition: Innovations that occur serendipitously, often as unintended outcomes during experiments or processes.
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   Example: The discovery of penicillin happened when Alexander Fleming noticed mold inhibiting bacteria by accident.
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5. # Technology TransferDefinition: Moving technology from one application or industry to another, enabling new uses or improvements.
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   Example: Adapting technology from aerospace to create lightweight materials for sports equipment.
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6. # Market PullDefinition: Innovation driven by market demands and customer needs, focusing on solving specific problems.
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   Example: A company developing a new app in response to consumer requests for better health tracking features.
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7. # Technology PushDefinition: Innovation that occurs when new technologies lead to the creation of new products or services, regardless of current market demand.
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   Example: The development of new battery technologies that enable electric cars, even before significant consumer demand exists.

Question 12

What stakeholders play a role in invention and innovation? Can these roles mix?

Answer 12

Inventors are crucial for initiating the innovation process, providing the foundational ideas that can lead to successful products.
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A product champion is an advocate within an organization who promotes and drives the development of a specific product or innovation.
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Product champions help turn an inventor’s ideas into viable products by aligning teams and resources, facilitating communication, and overcoming resistance.
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An entrepreneur is an individual who identifies market opportunities and takes risks to create and manage a new business venture, often based on innovative ideas or products.
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Entrepreneurs play a crucial role in bringing inventions and innovations to market, transforming ideas into businesses and creating economic impact.
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Inventor as Product Champion and as a entrepreneur.
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Not only create the innovation but also actively advocate for its development and market introduction within an organization.
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Actively seek to commercialize their inventions by creating a business or start-up around them.
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Deep Knowledge: Inventors possess in-depth technical knowledge about their creations
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Vision and Passion: Their passion for their invention can drive enthusiasm and motivation within teams or the market
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Agility: Inventors often can pivot quickly in response to feedback

Question 13

What is a multidisciplinary approach to innovation? What are the advantages and disadvantages of it?

Answer 13

Integrating knowledge, skills, and perspectives from various disciplines or fields to develop new ideas, products, or solutions. This collaborative method encourages teams to draw on diverse expertise to address complex problems and foster creativity.

Advantages
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Enhanced creativity. broader problem solving, increased flexibility, market relevance, skill development.
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Disadvantages
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Communication barriers, conflict potential, longer decision-making process, integration challenges, resource intensive.

Question 14

What are the key stages of a products life cycle?

Answer 14

No sales yet, rather concepting, prototyping, market research and idea generation.
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Introduction is when the product is launched into the market, and initial sales begin.
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Sales are low as marketing and promotion start while distribution and pricing strategies are being established.
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In growth, the product gains acceptance in the market, leading to increased sales and revenue.
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Production increases with sales as market expands and features are enhanced with feedback. Competition may start arising.
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With maturity sales growth begins to slow down as the product reaches peak market penetration.
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Operations are optimized to maintain profit margins, product is differentiated, and loyalty programs are established with a now saturated market.
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Decline
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Sales and profit begin to decrease as market interest wanes due to preferences, tech, or competition.
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Cast is managed to maintain profit, product may be discontinued. Potential brand damage and deciding on future of product.

Question 15

What is obsolescence and what forms of it may a product take up?

Answer 15

When product becomes outdated or less desirable due to changes in preferences, technology, or design, leading to decreased demand.

Planned Obsolescence: Intentionally limiting product lifespan to drive repeat purchases.
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Style Obsolescence: Products becoming outdated due to changing trends, regardless of functionality.
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Functional Obsolescence: Products becoming less effective compared to newer alternatives.
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Technological Obsolescence: Advancements in technology rendering older products irrelevant.

Question 16

Discuss the predictability of the product life cycle.

Answer 16

The life cycle of a product may be difficult to predict with the rapid pace of technological change, fashion trends and global competition. These all affect the length of the cycle. Sometimes even the economic state of regions will dictate whether or not people will want to buy products affecting number of sales in particular regions.

Question 17

Why do companies take up product versioning?

Answer 17

Variations may be made for specific regional or cultural tastes, a range of price points, differentiation in product features from basic to extended, special or limited editions.

Question 18

Discuss diffusion and innovation.

Answer 18

It refers to the process or mechanism through which a new product or service is accepted by the market.
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Rates of diffusion are determine by how fast the innovation spreads between consumers.

Question 19

What is the framework of rogers characteristics of innovation?

Answer 19

This framework outlines five key characteristics that influence how and why individuals adopt new innovations. Understanding these characteristics can help organizations develop strategies to encourage consumer adoption.

Relative Advantage
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The degree to which an innovation is perceived as better than the existing solution it replaces.
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If consumers see a significant benefit, they are more likely to adopt the innovation.
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Compatibility
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How well the innovation aligns with existing values, past experiences, and needs of potential adopters.
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Innovations that are compatible with current practices and lifestyles are more readily accepted.
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Complexity
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The perceived difficulty of understanding and using the innovation.
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If an innovation is perceived as complex or difficult to use, potential adopters may resist it.
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Trialability
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The extent to which an innovation can be experimented with on a limited basis before full adoption.
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Consumers are more willing to adopt if they can try it without significant risk.
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5. Observability
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Definition: The extent to which the results of an innovation are visible and can be observed by others.
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If users share their positive experiences on social media, it can lead to increased interest and adoption by others.

Question 20

Discuss the social roots of consumerism

Answer 20

Social roots of consumerism lie in the shift towards mass production, urbanization, and advertising, especially in the 20th century. Industrialization made goods cheaper and widely available, while urban lifestyles encouraged people to express identity through consumption. Advertising reinforced this by linking products to aspirational lifestyles, creating a culture where social status, success, and happiness are often associated with owning more or newer products.

Question 21

What issues may companies face in the global market when attempting to satisfy consumer needs in relation to lifestyle, values and identity?

Answer 21

Varied Value Systems: Consumers’ values differ globally (e.g., sustainability in Europe vs. price sensitivity in developing countries), requiring tailored approaches that may not align with the company’s standard offerings.
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Identity and Social Trends: Identity-driven purchasing behaviors vary widely, influenced by local fashion, social movements, and digital influencers, which can lead to conflicting brand perceptions.
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Language and Messaging: Marketing messages must be carefully adapted to avoid misunderstandings, misinterpretations, or offense, as words and imagery can carry different connotations in various regions.
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Regulatory Differences: Laws and regulations regarding advertising, product safety, and environmental standards differ globally, complicating the process of creating universally acceptable products.
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Logistical and Economic Challenges: Economic disparities affect what products are accessible or desirable in different markets, requiring companies to balance quality with affordability in regions with lower purchasing power.

Question 22

What influence does social media have on the diffusion of influence?

Answer 22

Amplified Word-of-Mouth: Social media allows users to instantly share opinions, experiences, and recommendations with large audiences.

Influencer Power: Influencers on social media shape consumer perceptions by endorsing or reviewing new products.

Community and Peer Pressure: Social media creates communities around interests, where users see others adopting new products.

Visual Appeal and Demonstrations: Platforms like Instagram and TikTok showcase new products through videos and images.

Targeted Advertising: Social media enables companies to reach specific demographics with precision, showing relevant ads to users who are most likely to adopt a product

Feedback and Adaptation: Social media provides real-time feedback.

Question 23

What are the categories of consumers? And how do they adopt technology

Answer 23

Early Adopters: following innovators, they make up roughly 13.5% of the population. Opinion leaders, open to change, and driven by the potential benefits of innovation.
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Early Majority: a significant group comprising 34% of the population. More cautious and adopt once they see proof of effectiveness and safety.
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Late Majority: another 34% of the population, adopting later due to scepticism and resistance to change. Wait until a technology becomes mainstream, affordable, and well-established.
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Laggards: the last 16% to adopt, often reluctant or resistant to change. Prefer traditional methods and may adopt technology only when it becomes unavoidable or replaces outdated systems.

Question 24

What is a target market? How can market sectors and segments be used to establish target markets?

Answer 24

sectors help define the industry focus, while segments refine it further, enabling companies to create targeted, impactful marketing strategies for specific customer groups.
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By identifying a specific sector, companies can focus on industry trends, consumer behaviours, and product needs unique to that sector. For example, a tech company might target the “wearable technology” sector, enabling a clear focus on industry-relevant innovations and customer demands.
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Companies can use segmentation to tailor products, messaging, and marketing strategies to resonate more closely with the specific needs and preferences of each segment. For example, within the wearable technology sector, a company might segment further into fitness enthusiasts, medical professionals, or young tech-savvy users.
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Allows for…
…precise targeting
…resource efficiency
…customer relevance

Question 25

What is a target audience?

Answer 25

Characteristics create an understanding of how to develop and prioritise product requirements towards fulfilling a target audiences needs.
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Can be the same as target market, but will be more defined.

Question 26

Design context for different target market audiences.

Answer 26

Bicycle manufacturers break their products down into target segments: leisure, sports and competition. Segmentation of these would focus on men, women and children. An audience may be found within male, competitive triathlon environment. This audience may have requirements beyond a bicycle that extends into watches, swimwear and footwear.

Question 27

Describe the influence of market analysis on innovation and development.

Answer 27

Generating new product concepts and ideas, literature searches, reviewing patents, consumer feedback.
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Market testing and optimisation of features through field testing, focus groups, user trials.
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Assessing product viability including costing, pricing, placement.
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Gathering product reviews and feedback.

Question 28

What does product out of stock say about consumer needs?

Answer 28

Need recognition occurs when consumers deplete a supply of a product. The motivation is then to replace the product.

Question 29

What does product dissatisfaction say about consumer needs?

Answer 29

Consumers recognise a need for change when a product fails to meet their expectations. May arise from performance issues, changing fashions, or introduction of new products.

Question 30

What can a change of circumstance cause for consumer needs?

Answer 30

Changes in circumstances cause change in needs. Salary, relocation and family growth all affect needs.

Question 31

What is the concept of related products/purchases?

Answer 31

Consumers may be encouraged to purchase add-on products once an initial purchase has been made. E.g. window tinting offered with new car purchase.

Question 32

What are marketer induced needs?

Answer 32

Marketing campaigns may induce consumer support through promoting changing fashion trends, perceived social status or creation of insecurities.

Question 33

What influence may new products have on customer needs?

Answer 33

Consumers identify needs based on availability of new product performing tasks previously not catered for.

Question 34

What is the point of competition research and analysis.

Answer 34

What is the size of the market?
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Is the entry to market time dependant?
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What is the current level of market diffusion?
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Are there barriers to market entry? Cost, tech, legislation?

Question 35

What market research methods can a company use?

Answer 35

Literature research

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Qualitative research
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Quantitative research
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Question 36

Discuss the role design specifications play in developing invention and innovations.