IDEO : Cineplanet case study Innovation Shreya Katyal 1 In exploring Cineplanets customer base and their movie-going experience IDEO chose to implement an inductive approach to their research. Describe the inductive method versus the alternative and explain why IDEO chose this path? IDEO’s management wanted to understand and evaluate a theory about its consumer base and their experiences of watching movies, therefore they chose an inductive approach. Indictive research essentially allows an organisation to create a pattern through observation and supports the development of theories. IDEO wants to study and analyse Cineplanet's consumer base and their experiences regarding movie-going therefore inductive research will help them develop a new theory that will be unique to them instead of adopting a theory from competitors. This approach is beneficial for IDEO because there are several factors that are unique to their business and therefore using a deductive approach would not be helpful. A theory can be developed by IDEO based on the data gathered by them using different research methods. 2 Even when observing and interacting with customers in the field it can still be difficult to identify their unmet needs. Who did IDEO seek out to understand the end user unmet needs? Why is this a good strategy? Cineplanet was approached by IDEO because they are professionals in the movie theatre sector and have a thorough grasp of their consumers' requirements and preferences. IDEO w ...
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