{"id":2185,"date":"2020-05-14T12:07:01","date_gmt":"2020-05-14T12:07:01","guid":{"rendered":"https:\/\/www.lifescienceart.com\/?p=2185"},"modified":"2020-05-14T12:07:01","modified_gmt":"2020-05-14T12:07:01","slug":"why-focus-groups-can-kill-your-best-ideas","status":"publish","type":"post","link":"https:\/\/www.lifescienceart.com\/cs\/science\/innovation-and-creativity\/why-focus-groups-can-kill-your-best-ideas\/","title":{"rendered":"Pro\u010d v\u00e1m fokusn\u00ed skupiny mohou zab\u00edt nejlep\u0161\u00ed n\u00e1pady"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Pro\u010d v\u00e1m fokusn\u00ed skupiny mohou zab\u00edt nejlep\u0161\u00ed n\u00e1pady<\/h2>\n\n<h2 class=\"wp-block-heading\">Paradox inovace<\/h2>\n\n<p>Pokud jde o generov\u00e1n\u00ed pr\u016flomov\u00fdch n\u00e1pad\u016f, tradi\u010dn\u00ed fokusn\u00ed skupiny mohou b\u00fdt \u010dasto sp\u00ed\u0161e p\u0159ek\u00e1\u017ekou ne\u017e pomoc\u00ed. Design\u00e9r Gianfranco Zaccai tvrd\u00ed, \u017ee skute\u010dn\u011b inovativn\u00ed koncepty maj\u00ed tendenci m\u00edt ve fokusn\u00edch skupin\u00e1ch \u0161patn\u00e9 v\u00fdsledky, proto\u017ee lid\u00e9 jsou ze sv\u00e9 podstaty averzivn\u00ed k riziku a nejsou schopni pln\u011b pochopit potenci\u00e1l nezn\u00e1m\u00fdch koncept\u016f.<\/p>\n\n<h2 class=\"wp-block-heading\">Omezen\u00ed fokusn\u00edch skupin<\/h2>\n\n<p>Zaccai vysv\u011btluje, \u017ee fokusn\u00ed skupiny jsou vhodn\u011bj\u0161\u00ed pro postupn\u00e9 zlep\u0161ov\u00e1n\u00ed st\u00e1vaj\u00edc\u00edch produkt\u016f nebo slu\u017eeb ne\u017e pro identifikaci p\u0159evratn\u00fdch n\u00e1pad\u016f. Je to proto, \u017ee si lid\u00e9 \u010dasto neuv\u011bdomuj\u00ed, o co p\u0159ich\u00e1zej\u00ed, dokud to neza\u017eij\u00ed na vlastn\u00ed k\u016f\u017ei. Fokusn\u00ed skupiny s v\u011bt\u0161\u00ed pravd\u011bpodobnost\u00ed vyvolaj\u00ed pochybnosti a skepsi v\u016f\u010di nezn\u00e1m\u00fdm n\u00e1pad\u016fm, a to jednodu\u0161e proto, \u017ee jsou nezn\u00e1m\u00e9.<\/p>\n\n<h2 class=\"wp-block-heading\">P\u0159\u00edklady \u00fasp\u011b\u0161n\u00fdch inovac\u00ed<\/h2>\n\n<p>Zaccai uv\u00e1d\u00ed n\u011bkolik p\u0159\u00edklad\u016f \u00fasp\u011b\u0161n\u00fdch produktov\u00fdch inovac\u00ed, kter\u00e9 byly zpo\u010d\u00e1tku p\u0159ijaty se skepticismem. \u017didle s op\u011bradlem ze s\u00ed\u0165oviny a Swiffer, kter\u00e9 vyvinula Zaccaiho spole\u010dnost Continuum, jsou typick\u00fdmi p\u0159\u00edklady. Ani jeden z t\u011bchto produkt\u016f se v t\u00e9 dob\u011b nezd\u00e1l b\u00fdt dobr\u00fdm n\u00e1padem, ale od t\u00e9 doby se staly v\u0161udyp\u0159\u00edtomn\u00fdmi.<\/p>\n\n<h2 class=\"wp-block-heading\">Alternativn\u00ed p\u0159\u00edstupy k hodnocen\u00ed n\u00e1pad\u016f<\/h2>\n\n<p>Pokud tedy fokusn\u00ed skupiny nejsou nejlep\u0161\u00edm zp\u016fsobem, jak hodnotit inovativn\u00ed n\u00e1pady, jak\u00e9 jsou alternativy? Zaccai navrhuje n\u00e1sleduj\u00edc\u00ed p\u0159\u00edstupy:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Zva\u017ete celkovou u\u017eivatelskou zku\u0161enost:<\/strong> Nesoust\u0159e\u010fte se pouze na samotn\u00fd produkt, ale tak\u00e9 na celou zku\u0161enost, kter\u00e1 ho obklopuje.<\/li>\n<li><strong>Jd\u011bte za hranice toho, co je z\u0159ejm\u00e9:<\/strong> Hledejte p\u0159\u00edle\u017eitosti k inovac\u00edm v oblastech, kter\u00e9 nejsou okam\u017eit\u011b z\u0159ejm\u00e9.<\/li>\n<li><strong>Testujte nov\u00e9 produkty v praxi:<\/strong> Z\u00edskejte zp\u011btnou vazbu z re\u00e1ln\u00e9ho sv\u011bta na sv\u00e9 n\u00e1pady t\u00edm, \u017ee je otestujete s potenci\u00e1ln\u00edmi u\u017eivateli.<\/li>\n<li><strong>Investujte do vedouc\u00edch pracovn\u00edk\u016f, kte\u0159\u00ed uzn\u00e1vaj\u00ed d\u016fle\u017eitost vypo\u010d\u00edtan\u00fdch rizik:<\/strong> Inovace vy\u017eaduje ochotu podstupovat rizika, tak\u017ee je d\u016fle\u017eit\u00e9 m\u00edt vedouc\u00ed pracovn\u00edky, kte\u0159\u00ed tomu rozum\u011bj\u00ed a podporuj\u00ed to.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Role fokusn\u00edch skupin v inovac\u00edch<\/h2>\n\n<p>Zaccai zd\u016fraz\u0148uje, \u017ee fokusn\u00ed skupiny nejsou zcela k ni\u010demu. Mohou b\u00fdt u\u017eite\u010dn\u00e9 pro dolad\u011bn\u00ed n\u00e1pad\u016f a proveden\u00ed postupn\u00fdch vylep\u0161en\u00ed v kr\u00e1tkodob\u00e9m horizontu. Kdy\u017e v\u0161ak dojde na skute\u010dnou inovaci, je d\u016fle\u017eit\u00e9 pod\u00edvat se za fokusn\u00ed skupiny a p\u0159ijmout otev\u0159en\u011bj\u0161\u00ed p\u0159\u00edstup.<\/p>\n\n<h2 class=\"wp-block-heading\">Charakteristiky p\u0159evratn\u00fdch inovac\u00ed<\/h2>\n\n<p>Opravdu p\u0159evratn\u00e9 inovace maj\u00ed \u010dasto n\u00e1sleduj\u00edc\u00ed charakteristiky:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>\u0158e\u0161\u00ed nespln\u011bn\u00e9 pot\u0159eby, o kter\u00fdch si lid\u00e9 ani neuv\u011bdomuj\u00ed, \u017ee je maj\u00ed.<\/li>\n<li>Vytv\u00e1\u0159ej\u00ed skute\u010dnou zm\u011bnu v \u017eivot\u011b lid\u00ed.<\/li>\n<li>P\u0159epracov\u00e1vaj\u00ed zku\u0161enost, m\u00edsto aby ji jednodu\u0161e vylep\u0161ovaly.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">P\u0159\u00edklady p\u0159evratn\u00fdch inovac\u00ed<\/h2>\n\n<p>Zde je n\u011bkolik p\u0159\u00edklad\u016f p\u0159evratn\u00fdch inovac\u00ed:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Swiffer, kter\u00fd zm\u011bnil zp\u016fsob, jak\u00fdm lid\u00e9 ukl\u00edzej\u00ed podlahy.<\/li>\n<li>Reebok Pump, kter\u00fd p\u0159edstavil novou \u00farove\u0148 p\u0159izp\u016fsoben\u00ed basketbalov\u00fdch bot.<\/li>\n<li>Aeron Chair, kter\u00fd zrevolucionoval kancel\u00e1\u0159sk\u00e1 k\u0159esla.<\/li>\n<\/ul>\n\n<p>Tyto inovace byly v\u0161echny zpo\u010d\u00e1tku p\u0159ijaty se skepticismem, ale nakonec zm\u011bnily zp\u016fsob, jak\u00fdm lid\u00e9 \u017eij\u00ed a pracuj\u00ed.<\/p>\n\n<h2 class=\"wp-block-heading\">Z\u00e1v\u011br<\/h2>\n\n<p>P\u0159esto\u017ee mohou b\u00fdt fokusn\u00ed skupiny u\u017eite\u010dn\u00e9 pro ur\u010dit\u00e9 \u00fa\u010dely, nejsou nejlep\u0161\u00edm zp\u016fsobem, jak hodnotit inovativn\u00ed n\u00e1pady. Chcete-li podpo\u0159it kulturu inovac\u00ed, je d\u016fle\u017eit\u00e9 p\u0159ijmout alternativn\u00ed p\u0159\u00edstupy, investovat do vedouc\u00edch pracovn\u00edk\u016f, kte\u0159\u00ed podporuj\u00ed vypo\u010d\u00edtan\u00e1 rizika, a zam\u011b\u0159it se na vytv\u00e1\u0159en\u00ed produkt\u016f a slu\u017eeb, kter\u00e9 skute\u010dn\u011b revolucionizuj\u00ed zku\u0161enosti.<\/p>","protected":false},"excerpt":{"rendered":"<p>Pro\u010d v\u00e1m fokusn\u00ed skupiny mohou zab\u00edt nejlep\u0161\u00ed n\u00e1pady Paradox inovace Pokud jde o generov\u00e1n\u00ed pr\u016flomov\u00fdch n\u00e1pad\u016f, tradi\u010dn\u00ed fokusn\u00ed skupiny mohou b\u00fdt \u010dasto sp\u00ed\u0161e p\u0159ek\u00e1\u017ekou ne\u017e pomoc\u00ed. Design\u00e9r Gianfranco Zaccai tvrd\u00ed,&hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4565],"tags":[4562,37,517,4564,4563],"class_list":["post-2185","post","type-post","status-publish","format-standard","hentry","category-innovation-and-creativity","tag-focus-groups","tag-innovation","tag-creativity","tag-entrepreneurship","tag-product-development"],"_links":{"self":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/comments?post=2185"}],"version-history":[{"count":1,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2185\/revisions"}],"predecessor-version":[{"id":2186,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/posts\/2185\/revisions\/2186"}],"wp:attachment":[{"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/media?parent=2185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/categories?post=2185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lifescienceart.com\/cs\/wp-json\/wp\/v2\/tags?post=2185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}