was successfully added to your cart.

PARK

In 2009 I was asked to represent EUROMED Management Toulon at on PARK’s European Scout Network 2008-2009 program, held in Hamburg Germany.  This involved supporting PARK and working with Tchibo AG in Hamburg, to conduct design management and research projects in order to generate new business and product concepts.

PARK ESN PARK ESN

PARK’s ESN involves a cultural mix of Master’s students from design management  programmes all around Europe.

ESN

Company

Tchibo is one of German’s biggest internationally operating consumer and retail companies. The coffee shop chain is renowned for changing its product range each week.

Assignment

To generate new business and product concepts that best fit the target group of 50+. Research their usage and buying behavior and develop product corridors for Tchibo related to this target group.

Approach

  • Conduct in-depth interviews with persons of 50+ in their local environment
  • Develop target group personas and ‘day in the life of’- scenarios based upon the field research
  • Define areas of needs
  • Translate research into business & design concepts
  • Translate business & design concepts into inspirational paths for innovation

Feedback

It was amazing how the PARK process facilitated the students in getting into our core challenges in such a short time.Product manager, Tchibo

“It’s impossible to describe how useful the experience was. And it’s astonishing how three days can change your mind more than twelve months of study can – and how you can suddenly miss people you didn’t even know a few days ago. The whole thing was a bit like a shared dream.” Italian student

PARK ESN

For more information about PARK advanced design management & the European Scout Network program:

MNP

About Mike Pinder

Mike Pinder is a design and innovation management researcher and industry practitioner with an interest in external disruptive hacker innovation activities and its impacts on design trajectories within firms. He has a background in strategic innovation and design management methodologies; paired with industry experience in high tech new product development, R&D prototyping and web technology development for new hardware and software platforms.