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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

Mike Pinder

About Mike Pinder

Mike Pinder is a Senior Innovation Consultant at Board of Innovation, helping global Fortune 500 to innovate like startups from innovation strategy to design thinking, lean startup and business model innovation to create intrapreneurial troublemakers. With 10+ years’ experience guiding executives and project teams, cross-industry in B2B/B2C for clients like GE, ABinBev, ZF, Logitech, ING, Bpost. His research interests center around external hacker innovation communities and their role on design trajectories within large corporates.