Five Human Factors

Type of record:
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
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The Five Human Factors method is about studying the physical, cognitive, social, cultural and emotional factors that make up a complete customer experience.

The Five Human Factors support customer observations in the field during the observation phase of an innovation project. If we grasp the five factors in a structured way and think them through in detail, we gain a target-oriented, deep understanding of the customer experience.

This holistic observation increases the likelihood of finding unresolved problems and unmet customer needs that demand an innovative solution. The method breaks down a customer experience into its individual components in order to better understand them. Then the entire customer experience is reassembled in order to clearly understand the cause-effect relationships that lie hidden within it.
  • Effective for disruptive innovations
  • Effective for highly complex challenges
  • Effective for medium complex challenges
  • Effective for new business models
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
  • P3 Observe (people - environment - product use)
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