Investigation of the perception of a radical degree of novelty from the perspective of product users

DS 94: Proceedings of the Design Society: 22nd International Conference on Engineering Design (ICED19)

Year: 2019
Editor: Wartzack, Sandro; Schleich, Benjamin; Gon
Author: Herrmann, Thorsten; Roth, Daniel; Binz, Hansgeorg
Series: ICED
Institution: University of Stuttgart
Section: Innovation engineering
DOI number:
ISSN: 2220-4342


The dichotomy of radical and incremental innovation has been discussed in numerous literature sources and a great amount of advices on how to handle them in design processes has been provided. Nevertheless, only a minority of literature sources addresses the perception of radicalism from a user?s perspective, meaning that there is less research on how users or, in other words, consumers perceive a radical degree of novelty of products. Furthermore, there is little research on how this perception can be measured.

This paper discusses the aforementioned user?s perception and proposes a way to derive criteria which users take into account when they decide whether an idea or an innovation is radical or incremental. A concept for an investigative model was developed and applied by using it in the field with 49 test subjects. Consequently, a set of criteria was derived which concretises the decision whether a product was radical or not. The criteria were analyzed statistically and can be used by designers planning to develop a radical innovation in order to check whether the criteria people use to differentiate between radical and incremental products are fulfilled.

Keywords: Innovation, Design management, New product development, Radical prodcut idea, Degree of novelty


Please sign in to your account

This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties. Privacy Policy.