Norman seems to be looking at products being born out of the inventor’s enthusiasm for an emergent technology, rather than being based on examining people’s needs.

He might have a point; Plenty of things have been invented for the amusement of doing so, then they fail in the market place, not because they are too early, but because they they came into existence to please the inventor. Only after decades of adaptation have they then become useful to a wider audience. I am sure that this is broadly true in the past.

However, that doesn’t mean that things need to continue in that way. As Markus points out, there are innumerable benefits from identifying needs and then applying technology to meet those needs.

In fact, Norman’s argument that development has largely been an inefficient model of technology for technology’s sake is exactly why we NEED design research if we are to intelligently adapt new technologies to actual needs.

Having said that we should also remember that product adoption is contingent upon a myriad of economic, social and financial factors which all muddy the water.

The book ‘Crossing the Chasm’ deals with ‘diffusion of innovations theory’ from Everett Rogers, and argues there is a chasm between the early adopters of the product (the technology enthusiasts and visionaries) and the early majority (the pragmatists). http://en.wikipedia.org/wiki/Crossing_the_Chasm

May main concern, however, is why the jug picture at the bottom of the post appears to be full of urine? Have you been caught short in the night again?

Also the combination of napkins and coloured liquids causes me to think of sanitary towel advertisements.

This will make a good reference/example to which I can point those folks who don’t get it.

Are marketing personas not dead yet? Is anyone still using them? I can’t imagine in what context they are a superior model for seeding innovation.

Doesn’t that defeat the whole object of social media?

Am feeling decidedly less fuzzy towards Honda.

This idea is central to the need for good design process; that is fully inclusive process that brings to bear the people using the product, those building it and the people conceptualising and creating the solution.