Economics Of Information

Some ideas and observations about the economics of information:


Some people doubted I could produce the reference, and rightly so since I never bother, but on page 102 of SourcesOfInnovation by EricVonHippel:

Root of the Problem: Marketing Research Constrained by User Experience

Users selected to provide input data to consumer and industrial market analysis have an important limitation: Their insights into new product (and process and service) needs and potential solutions are constrained by their real-world experience. Users steeped in the present are, thus, unlikely to generate novel product concepts that conflict with the familiar.

The notion that familiarity with existing product attributes and uses interferes with an individual's ability to conceive of novel attributes and uses is strongly supported by research into problem solving (Table 8-1). We see that experimental subjects familiar with a complicated problem-solving strategy are unlikely to devise a simpler one when this is appropriate.(3) Also, and germane, to our present discussion, we see that subjects who use an object or see it used in a familiar way are strongly blocked from using that object in a novel way.(4) Furthermore, the more recently objects or problem-solving strategies have been used in a familiar way, the more difficult subjects find it to employ them in a novel way.(5) Finally, we see that the same effect is displayed in the real world, where the success of a research group in solving a new problem is shown to depend on whether solutions it has used in the past will fit that new problem.(6) These studies thus suggest that typical users of existing products - the type of user-evaluators customarily chosen in market research - are poorly situated with regard to the difficult problem-solving tasks associated with assessing unfamiliar product and process needs.

http://web.mit.edu/evhippel/www/books/sources/Chapter8.pdf


See also InformationLoss, TrivialOnceUnderstood


EditText of this page (last edited February 28, 2006) or FindPage with title or text search