ARKI – Eväitä uuteen asiakaslähtöisyyteen

ARKI – Eväitä uuteen asiakaslähtöisyyteen
Oskar Korkman & Heli Arantola (WSOYpro 2009)

Focus on the Everyday Life

Innovation and market making is a continuous business challenge. In the book “Arki”  (“Everyday life”, now published in Finnish by WSOYPro) the authors Dr. Oskar Korkman and Dr. Heli Arantola suggest a focus on the consumer as a practitioner of his own life and striving for practical insights into the everyday life of the customer. This would present opportunities to improve customer practices.

The ordinary is interesting. Surprisingly, most market and customer research tends to examine those customer perceptions that are remembered and registered by the customers, which usually exclude the “taken-for-granted” , practices of the customer. Customers are not used to telling about the things that are routine and uninteresting for them. It is, however, tempting to claim that the real opportunities for new mass markets and high-volume products and services lie in the opportunities to improve and create new everyday practices. Only solutions that are linked to everyday life provide a good basis for large volumes and quick turnover.

Business benefits from the approach are in-depth and focused customer insight for business development and innovation (targeted investment); concrete input for business development; higher volumes and faster customer acceptance through targeting products; and services to the everyday life of the customer.