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  Value Innovation in Learner-Centered Design. How
to Develop Valuable Learning Tools.
Henning Breuer, Heinrich Schwarz, Kristina Feller, Mitsuji Matsumoto
	
  

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  Abstract

This paper shows how to address technological, cultural and social transformations with
empirically grounded innovation. Areas in transition such as higher education and learningtechniques today bring about new needs and opportunities for innovative tools and services. But
how do we find these tools? The paper argues for using a strategy of (user) value innovation thatcreatively combines ethnographic methods with strategic industry analysis. By focusing on unmet
and emerging needs ethnographic research identifies learner values, needs and challenges but
does not determine solutions. Blue-ocean strategy tools can identify new opportunities that alter
existing offerings but give weak guidance on what will be most relevant to users. The
triangulation of both is illustrated through an innovation project in higher education.

Keywords: User needs and values; Innovation, learner-centered design; Ethnography; Blue ocean
strategy; Triangulation.

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  Introduction
The reality of university students is in transition. New rules and regulations govern theireducation. Expectations from industry and society and their own self-image change while
emerging digital tools uproot time-tested methods of studying. In Europe, the Bologna process
fostering comparability in educational standards and ensuring quality of qualifications is only one
visible cornerstone of substantial changes driven by trends such as globalization, mobile
digitalization, and the knowledge economy. All stakeholders are being affected: Far from their
old image of ivory towers, universities struggle to cope with the mass inrush of students. Stillholding on to the Humboldtian model of unity between research and teaching, teachers are torn
between their own scientific curiosity within an overwhelming body of knowledge and thedemand to deliver innovative approaches to teaching and learning. Students are often
overstrained by requirements resembling those of corporate managers but without having theresources and tools that professionals use. The scope and multitude of these transformations
explain why educational technologies have struggled to keep up with providing the best potential
support to students and professors. All this demonstrates the need for innovative tools andservices outlining a new field for innovation in the higher education domain. But how can we
support learners in dealing with the transformation in the educational systems and media
landscapes? How can we grasp and specify opportunities for innovation in such a transitory field?
While numerous ways have been proposed to generate ideas at the fuzzy front end of innovation
management and to position new products in a market, what is lacking is a consistent perspectiveon the theoretical and operational links between them. We suggest that the notion of value may
provide such a theoretical perspective and a consistent anchor for the different activities involved
in innovation. Our argument is based on the assumption that it is the purpose of business to create
value for people and society. What is of value to individuals and to cultures, however, changes ineras and areas of transformation, like those currently taking place in domains like the financial
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  systems or higher education. A profound understanding of what is of value at a given historicalmoment is required to create relevant value propositions and enable sustainable new business. In
order to comprehend what is valuable to people we need to understand their needs and theirvalues.
On a theoretical level, we contrast different notions of value and propose an integrated concept of“value innovation” in order to create solutions that are both, valuable and relevant as well as
novel, innovative and different. Value innovation combines user-centered with market-strategic
approaches in order to create substantial new value for users by serving new or insufficiently
fulfilled needs or by supporting inadequately supported values. Ethnographic research is good at
identifying learner needs, desires, values and challenges but cannot define which solutions are
viable. Blue-ocean strategy techniques are able to identify new opportunities from existing
offerings but can only provide weak guidance on what will be truly relevant to users. We
illustrate our suggested approach of creatively combining both approaches through a recent
innovation project in learner centered design in Germany. The project on learning management
tools and services demonstrates how the triangulation of both approaches can help to generatequalified product ideas and maintain focus throughout innovation projects.
Value innovation in learner-centered design: Related works and theory
For laying out our thoughts on value innovation, we build on scholarly work on learner-centered
design (e.g., Breuer & Matsumoto, 2011), ethnographic explorations of customer needs, andgrounded innovation theorizing (Breuer & Steinhoff, 2010).
A key role is played here by the notion of value. Often in discussions in economic or business
contexts the notion of value refers to monetary value or price, what Marx had called exchange
value, and is closely linked to profit considerations. Yet in our discussion on value innovation weunderstand the term “value” to refer to the value that products have or create for the user outsideof its exchange value – how valuable it is for them in their use or in their life. There are several
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  ways, however, in which a product can have value for users (Boztepe, 2003). Of interest here atleast three: products can be valuable because they have utility, because they fulfill people’s(emotional) needs, or because they support their values (note the distinction here between “values”
and “value”). We argue that in order to be successful, value innovation needs to take seriously thelatter two meanings of value.
The most common view of value when referring to use, points to a product’s utility, its practical
purpose and functionality. Accordingly a wide-spread strategy for developing new products ismaking them useful in new ways or enabling new uses. Along these lines, in the Marxist traditionuse value refers to utility and the physical properties of a product in use (Marx, 1962). Marx
pointed out that in order to create use value the producer had to imagine what is useful to people
and build that into the product. This imagining of usefulness is not a trivial task, however, andMarx did not specify how to determine what is useful, nor did he move beyond a quite practicalbut somewhat limited understanding of use and usefulness. Baudrillard (1991) later criticized
Marx’ “naturalistic phantasm” of utility value and complemented the functional dimension with asymbolic dimension of products, which are not only appreciated for what they do but for what
they signify, resulting in their sign value. This way Baudrillard emphasized the importance of anunderstanding of value that includes emotional, social and identity-related aspects beyond purely
functional ones.
We believe that a forward-looking understanding of user value needs to move beyond utility andpay attention to people’s needs (especially their emotional needs), and values. Although theattention in the business world to customer need fulfillment has been growing in recent years, thisperspective is far from a given and there are still a lot of innovation attempts that fail by failing toserve people’s needs. Yet while needs are on the radar of companies at least to some degree, thevalue of supporting customer values and goals has received less attention. A notable exception is
Schrage (2012) who demands that product innovation should not only address customers’ needs
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Volume 2 - Issue 1 - Winter	  but also their desired futures – answering the question who customers want or need to become.
Therefore it is important to analyze their personal, communal and cultural values. The distinction
between needs and values may be worth pointing out. Needs always refer to a lack; they areexperienced individually and often emotionally as part of a mental state of being. Values incontrast are directions for human action by pointing to ideals. They do not just belong to one
individual, rather they are shared by cultures or communities or social groups, and like needs are
not always conscious. Values can motivate and guide needs, preferences, wants and goals of
people, and influence the interpretation of needs as well as decision making.
A focus on both needs and values is especially crucial when innovation is planned for domains intransformation, as it is the case in our example of digital learning tools or techniques in higher
education. Change, whether it is technological, social or cultural, often changes existing or
generates new needs and values. The task and opportunity for value innovation lies in uncoveringand addressing these shifting and newly emerging needs and values. In short, a comprehensive
notion of value innovations should recognize and include the value created by fulfilling people’semotional needs and by supporting or promoting their values, in particular if applied to shifting
everyday practices, social domains or technological fields. In order to involve customers to help
create value and to inform the innovation processes companies (or administrations) have
employed a range of structured approaches, from traditional market research to advanced user
studies.
In recent decades especially ethnographic research has become a preferred approach to see theworld from a customer point of view, by studying them in their natural habitat and by using
observation and participation as research techniques in addition to conversation and interviews(Atkinson & Hammersley, 1994). The key reason for the growing attention to ethnography incommercial contexts lies in its promise to enable the creation of value for customers and thus
ensure the relevancy of new products, services and marketing activities.
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Volume 2 - Issue 1 - Winter	  The characteristics and specific qualities responsible for the claimed success of ethnographic
insights have been widely discussed in the last decade (Sutherland & Denny, 2007; Cefkin, 2009;
Jordan, 2002; Mariampolski, 2005; Bockhahn & Schwarz, 2010): Ethnographic insights are seen
as more real and more true to the actual way people behave, think and make decisions than othermethods. They are seen as going further and deeper than traditional market research in that theycapture not just the rational but also the emotional side of people’s experience and theirinteractions with the world. They are seen as less reductionist since they see people as part ofsocial and cultural systems rather than simply as individuals with independent behavior. Finally,
ethnographic insights are seen to capture not just behavior and opinions but moreover uncoverintangibles such as e.g. needs and problems, fears and hopes, ambitions and values of people. In
short, ethnographic research has been established as a source of deep insight into why people
behave the way they do and what they intimately wish and need.
Yet such a rich and deep understanding of customers’ needs does not per se lead to novel andinnovative solutions. But we argue that ethnographic inquiry can encourage new ideas, for one
due to its exploratory nature. In contrast to hypothesis-based research or testing methods, theopen mind approach of ethnographic practice leaves the door open to findings and observations
that are not pre-defined, anticipated or expected and therefore carry the potential to be surprisingand new (Lindlof & Taylor, 2002). Yet more importantly ethnographic research can facilitate thedevelopment of new solutions in at least four ways: by focusing on unmet needs; byconcentrating on latent or hidden needs, values and motives; by aiming at newly emerging needs
and desires; and by paying attention to workarounds.
First, focusing on unpacking people’s needs that are currently not or not sufficiently met, theproduct opportunities defined by these needs are by definition not already filled by existingproducts. If the right offerings were already available to customers these needs would not remainunfulfilled. For reasons ranging from a lack of knowledge, accessibility, availability, to a poor
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  overall configuration of products, the unmet need indicates openings for an innovative productoffering, communication or distribution system.
Second, by uncovering latent or hidden needs, problems and values, ethnography increases thelikelihood to discover new or untapped opportunities. If needs or values are hidden they are noteasily discovered by traditional research approaches and thus are probably not yet part of the
public discourse and general awareness. Invisible cultural patterns and taken for granted culturalbeliefs and preferences are unknown to most people. People also do not always have access to theemotional drivers underlying their own decisions; rather motives tend to get rationalized after the
event. Finally, people’s ideals and impression management often obscure the reality of their lives
and selves, not only to outsiders but also to themselves. By not solely relying on what people
consciously articulate but rather by utilizing nonverbal cues, material artifacts, situational
contexts and actual behavior and taking seriously seeming contradiction, ethnography may both
circumvent the impression management of people and unpack hidden drivers and motives.
Third, investigating newly emerging needs and desires is likely to point towards newopportunities that can lead to novel solutions. Needs change in accordance with societal
structures, cultural practices, and new means of satisfying needs. New needs surfacing in asituation of cultural or social transformation and technological change are different from existingand established needs, and so must be the solutions designed to address them. For instance, theunfolding needs and desires of students, who find themselves in an environment with heightened
expectations on their performance and defined by a challenging mix of analog and digitallearning tools and techniques, tend to resonate with this unique situation and cannot be servedwith old solutions, products and services.
Fourth, by paying attention to everyday practices and routines, ethnography frequently finds
workarounds that people use. These are ad-hoc, improvised and often personal strategies thatpeople employ to reach their goals in the face of challenges or in situations lacking established
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  solutions and existing products. Sometimes workarounds carry the seed for the type of solutionthat is required. When a mother tapes her phone to the baby stroller so that she can write text
messages while pushing her child, there is a cue to a potential design solution. Like theinventions of lead users, workarounds found by ethnographic research can provide interesting
pointers towards innovative solutions.
In sum, a focus in ethnographic research on unmet, hidden and newly emerging needs, motives
and values and on everyday workarounds may guide the search for new solutions into new anduncharted territory. Yet, despite directing a guiding light into untapped directions and offeringsome inspirations for solutions or user requirements, an ethnographic approach cannot predetermine these solutions, guarantee their novelty, and ensure their potential for business. Other
techniques must complement the ethnographic approach.
Particularly, in order to turn ideas on potentially valuable solutions into an innovation on amarketplace knowledge of this marketplace is required. Strategic approaches like blue ocean
analysis (Kim & Mauborgne, 2005) aim at such an understanding of the strategic market valuethat new products and services can capture. Referring to the renewal of corporate strategy rather
than to incremental innovation in established business Kim and Mauborgne (2005, 218) remarkthat “value innovation is about redefining the problem an industry focuses on rather than finding
solutions to existing problems”. Putting a notion of (buyer) value and a focus on non-incremental
innovation into the center of attention blue ocean analytical tools and frameworks suit to theattempt to drive innovation based on empirical customer values.
It is important to point out the differences between our concept of ‘value innovation’ based onreal customer insights and the notion of value innovation on a corporate strategy level used in theliterature on blue ocean strategy. Kim and Mauborgne (2005) discuss value innovation as
strategic renewal impacting the corporate activity system rather than innovation in the sense of
new product development. Their concept focuses on the notion of exchange value as discussed
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  above, and defines value through the alignment of innovation with utility, price and cost positions(2005, 13) and distinguishes between buyer value and company value. As buyer value iscomprised of utility and price of a product, and company value is comprised of price and cost
structure both may be remodeled in order to create or enter into an “uncontested market space”.
Trying to transcend established market boundaries and industry structure blue ocean strategy
remains related to both as defined by the competition on the rather macroscopic level that isclosely related to business model innovation. While such market analysis can identify potential
new markets, the relevancy of the assumed, the potential real values for users, cannot be
determined by it.
Combining market analysis and ethnographic approaches through the notion of value, in thispaper we follow a user-centered and learner-centered paradigm, in which value is defined by theuser or learner. The value proposition links business to the existential needs and motivations ofdifferent groups of people, and thereby the existential reason for the whole endeavor, the job to
be done. A value proposition not only describes the functional utility, or what something can do,
but also implies personal needs and values. Value innovation then refers to the empiricallygrounded development of new and relevant value propositions. Value innovation in our
understanding is based on functional, emotional and symbolic user needs and values, backed up
by cultural trends, intersecting with novel product value factors (functional, emotional andsymbolic ones) backed up by market trends (see Figure 1 below).

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Figure 1 Value Innovation is based on an understanding of user / student values (backed up by cultural trends)
intersecting with new product utility factors (backed up by market trends).

Methodology for identifying a potential value innovation
Based on this understanding of value innovation we suggest the following methodologicalapproach within fields of cultural transformation such as today's higher education domain.
• A deep immersion into the world of the customer through ethnographic methods.
• Competitive analysis and contrasting market boundaries based on desk research and expert
driven business modeling.
• Triangulation of both perspectives supports the creative generation of qualified product ideas
and value propositions that also allow to maintain focus throughout innovation projects.
Immersion into students’ lives is meant to yield insights into the nature of learning activities andchallenges, reoccurring routines, obstacles, workarounds and problems as well as unfulfilledneeds and values. Participant observers of students focus on unmet, hidden and newly emerging
needs, values and motives and pay attention to workarounds in order to lay the direction forpotentially novel perspectives and solutions. In order to do so it may be important to observe
students in key learning situations, individual and social ones, in their homes and at otherlearning locations; to explore both digital and analog ways of studying, organizing material andnote-taking etc.; and to investigate what it means to be a student today more broadly. In order to
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  analyze the current market desk research may proceed top down starting from global trends (suchas the trend towards lifelong learning or the increasing importance of peer learning), or bottom up
looking up relevant keywords in order to retrieve inspiring cases in terms of new products, newbusiness (e.g. startups and corporate ventures) and emerging platforms and ecosystems. Most
interesting cases may be shortlisted based on criteria such as e.g. market reach, novelty, time tomainstream adoption and attractiveness of the business model being pursued.
Looking into a specific market or product category (such as learning-management systems ordigital textbooks) competitive factors of existing offerings represent the dimensions on which
products within this category compete, e.g. the price or feature range or editing capabilities of adigital textbook. In blue ocean strategy a “value curve” is used to depict corporate or productscores on the main competing factors. The value curves of competitors are used to identify
potentials for variation and extension. The so-called “four actions framework” promotes fourkinds of variation to the main competing factors within an industry in order to generate a newbuyer value curve. Variation eliminates, reduces or raises factors below or above the industry’s
standard or (in line with our approach to identify empirically grounded value innovation) creates
new factors. It aims at increasing buyer value by optimizing utility and price, and to increase
company value by optimizing price and cost structures (Kim & Mauborgne, 2005, 17). The
identification of new competitive factors plays the decisive role in the attempt to create
substantially new value for users. Several methods may be applied to identify new and uniqueproduct factors (such as a learner-centered modularity of content organized around learning goals
in the case of digital textbooks). The ethnographically grounded approach to value innovation
bears the greatest potential to introduce new product factors to blue ocean analysis based on a
profound understanding of changing values of individuals and society. Such understanding is asound basis for knowing which factors to eliminate-reduce-raise-create, and for knowing why to
do so.
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  Triangulation makes it possible to scrutinize a problem from various sides in order to validate
results and enable a broad understanding from multiple angles. The methodological and data setstriangulation suggested here can be also complemented by a triangulation with respect toresearcher (see Figure 2 below). According to Denzin (1970) researcher triangulation involves
different researchers during observation or data analysis. It is based on the assumption thatparticipation of more than one researcher can mitigate the problem of conflicts of interest that
may appear if it is the same researcher who both formulates a theory and empirically examines its
research results. Also, different skills and backgrounds on behalf of different researchers mayenrich the elaboration of results.

Figure 2 Triangulation of methods (I ethnography and II blue ocean), research teams (I anthropologists and II market
researcher) and data sets (I on student life and values and II market state and benchmarks); results are synthesized inworkshops aiming to find ideas for value innovation through interference of diverse knowledge types.

In this case, triangulating an empirically grounded understanding of learner values withknowledge about alternative market positions creates a productive foundation for identifying
qualified ideas for new value propositions and offerings. Doing so still requires a vivid
confrontation of different perspectives and (implicit and explicit) knowledge. The typical format
for this is a workshop where carefully selected representatives bringing to the table different
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Volume 2 - Issue 1 - Winter	  kinds of knowledge interact in a live environment. A moderator and group exercises pushparticipants to take their thinking off the beaten tracks of convention. Shifts in perspective arefurther encouraged through external participants, a thorough preparation and utilization of
instructions and media, and specific communication techniques like ad-hoc visual documentationof discussions. Such an interactive environment of changing conditions aims at helping the actors
generate new knowledge and ideas.
A Case on Learner-Centered Design

As an illustration for describing the approach and methodology for identifying a potential value
innovation we use a recent innovation project in higher education in Germany. The project had
the goal to identify potential new learner-centered tools and services for university students withhigh business potential. As suggested above, three different research methods were applied andcombined to achieve a broader and deeper understanding of the topic at hand: Ethnography, desk
research and blue ocean market analysis. The ethnographic part and the analytical part were eachperformed by two different research teams from different service providers; one specialized inmarket analysis, the other in ethnographic research.
Ethnographic research setup and results
One of the main challenges was to capture the broad variety of today's students’ learning
activities interests and values – and to find corresponding participants. Our sample contained 11
students between 19 and 27 who studied in or around Berlin, Germany. We strove for a balance
between female and male, freshmen and advanced students, and students from different
disciplines (law, business, and social sciences & humanities). The context and content of learning,learning techniques applied, as well as learning problems and needs differ widely depending on
the discipline or desired degree. We wanted to understand not just learning activities in a narrow
sense but also the organization of university life including issues like time management andcollaborative learning.
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Volume 2 - Issue 1 - Winter	  The ethnographic research had two parts: participatory observation with ethnographic in-depth
interviews followed by self-observation with online diaries. The observation aimed atunderstanding students’ daily routines and different learning situations in order to identify latent,
unmet or newly emerging needs and problems. Researchers participated in lectures and seminars,
accompanied the students to study groups or library visits. The observations usually took two to
three hours and were followed by a three-hour semi-structured interview in the student’s familiar
environment, usually their home. The interviews were designed to explore students’ motivation,
their social interactions, their learning behavior and strategies, the digital and analogue tools theyused and student life in general. The second research part consisted of a five-day online diary.
Students were asked to describe their learning activities, the use of digital and analogue tools, andpotential problems and challenges. They were also encouraged to describe their motivation,
dreams and ambitions by using pictures and short texts. The self-descriptive data helped to enrichand put into perspective the insights gained during field research.
The results were analyzed in a ten-day process of identifying patterns in the data collected andsubsequent insight development. One result, for example, revealed that most of the students were
struggling with time problems. Due to increasing study and difficulties to efficiently manage thetime, nearly every student complained about running out of time and time pressure. Literature
research, for example, appeared to be an especially time-consuming and costly activity. One of
the students complained about finding and getting literature: “I usually dedicate my Saturdays forsearching for books, getting them, going through them and copying the chapters we need.” Other
students reported on their struggles with limited access to online books and journals, especiallyfrom home, difficulty in assessing which article or book is worth reading, lack of overview andcentralized control over different lending sources and costs caused by purchasing articles andlending fees. The observations also revealed some workarounds such as for instance checking
reviews in Amazon before lending a book in order to save time.
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  More specifically, ethnographic research and analysis led to four different need or value clusters:
1. “Quality of learning” was reflected by students’ complaints about poor quality of educational
materials and a lack of support when needed. The cluster also refers to students’ concerns
about the quality of their education and their needs for effective learning techniques, from notetaking and marking up digital content to understanding and memorizing content.
2. “Motivation” illustrates students’ needs for motivational support during the semester and thewhole period of studies, their wish to sweeten study activities through little rewards andpleasures, their strong desire for feedback on learning outcomes, and their need to assess laborand time investments and progress in knowledge and skills.
3. The “efficiency” cluster describes students’ need to manage time and organize learning
activities efficiently in an environment free from distractions. This includes the need tocoordinate group activities and exchange insights and materials, also easy literature searchingand quick access.
4. “Productivity / organizing” deals with students’ need for easy-to-use resources, well organized
and managed study material, a flexible move between analogue and digital material, as well as
ubiquitous but one-place access.
These results were then explored in a concept workshop with the goal to develop product ideas
based on the obtained student needs.

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Volume 2 - Issue 1 - Winter	
  Desk Research and Blue Ocean
In order to understand the educational market and educational trends a comprehensive desk
research was conducted based on a wide screening of relevant publications and start-ups in thefield of education. It identified a number of socio-economic and technological drivers, such as a
growing demand for education and reorganization of knowledge, to name just a few. Based onthese drivers six key educational trends were derived. Examples include:• Open education: the growing amount of teaching content online and learner-generated content
available (Breuer & Matsumoto, 2011),• Edutainment – implementation of game mechanics in processes of learning, and• Enriched content – integration of audiovisual interactive and social media elements into
traditional content formats.
Some of the trend fields that resulted from desk research (e.g. enriched digital content) wereselected for close examination. A blue ocean workshop was designed to identify various value
curves of brands and products in order to distinguish the potential new business from its
competitors. Creative sessions involving “learning from other brands” and “brainstorming withmegatrends” revealed competitive factors for developing an innovative learning management
system e.g. based on an increase or creation of flexibility, openness, personality development,
emotions, fun and world of experience. Informed by the trend of enriched digital content and theempirical student need to quickly assess and find suitable literature, the attendees created new
ideas for modular digital textbooks such as the concept of “Digital ConText Book” (see Figure 3
below).

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Figure 3 The value curve depicts depict corporate scores on the main competing factors of digital content providers.

Its modular structure allows to focus on educational content and learning goals. Students can
purchase and work with relevant parts of a publication and do not have to buy an article or a book
as a whole. They can also subscribe to topics they are interested in to get content from different
journals, papers, single chapters of a book. In addition, learning materials, learner-generated

content and documents can be matched to one’s personal learning progress. Students can viewand edit content that is created or organized and validated by a lecturer. The idea of a “Digital
ConText Book” satisfies different needs identified through ethnographic research, e.g. the needfor easy literature searching and access from different work locations. It offers efficiency that do
not exist on the market yet and an added value by guaranteeing high quality of materials,
providing flexibility in note taking and text marking, and allowing feedback on the progress inknowledge and skills, thus providing for a sense of overview and success.
Synthesis
Due to integrating the two perspectives of ethnographic research and blue ocean analysis theobtained results enriched and encouraged each other. On the one hand student needs and values,
desires and problems described above could not be identified through desk research or blue ocean
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  strategies but rather only through a deep immersion into the students’ worlds by using
ethnographic methods. On the other hand ethnographic research cannot yield an overview overthe educational market, its competitors and market niches. Only in combination can the derived
ideas create a new market and meet customers’ needs at the same time. Results of eachmethodological approach have not only enriched each other but also encouraged the project
teams’ assumption that the search field of higher education bares substantial and qualified
business opportunities. These are based on uncovered customer values and needs and may beserved by an industry that currently does not provide them.
Conclusions
We described a green-field approach on how to drive innovation in user- and learner-centeredsolutions based on an empirical understanding of student values, needs, and requirements (e.g. interms of efficiency and time-management). Ethnographic results and a clear understanding of thestrategic market position based on extended value curves informed strategic decisions andspecification of propositions. Novel solutions were generated e.g. providing enhanced contexts tolearning materials. Encouraged through their participation in the discovery of real user needs,
values and strategic options, the business owners gained sufficient confidence in the concepts toinvest in their development within a newly found business unit. First patent applications areunderway. Their specification, implementation, marketing and validation in the marketplace arework in progress. Future review must show if a potential success of propositions may be traced
back to these value-based concepts. So far, understanding user values, needs and desires, andstrategic market analysis already created the indispensable basis for the attempt to develop new
and relevant products and to establish sustainable business.

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  Acknowledgements
Many thanks to Gregor Erkel and Friedrich Kurz for enabling the project and for contributing
essential ideas. They are working hard to turn these ideas into reality. We also thank ourcolleagues from User-Driven Innovation at Telekom Innovation Laboratories, Trommsdorff &Drüner, and Point Blank International for their support.

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