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Hidden in Plain Sight by global innovation consultant Jan Chipchase with Simon Steinhardt is a fascinating look at how consumers think and behave.
Chipchase, named by Fortune as “one of the 50 smartest people in tech,” has traveled the world, studying people of all nations and their habits, paying attention to the ordinary things that we do every day an how they effect our buying decisions.
Future-focused and provocative, Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow's Customers illuminates exactly what drives consumers to make the choices they do, and demonstrates how all types of businesses can learn to see—and capitalize upon—what is hidden in plain sight today to create businesses tomorrow.
- Sales Rank: #305925 in eBooks
- Published on: 2013-04-16
- Released on: 2013-04-16
- Format: Kindle eBook
Most helpful customer reviews
10 of 11 people found the following review helpful.
Excellent Insights, But Familiar For Readers of Mr. Chipchase's Blog
By Mikael Leppä
This book is well researched, written and edited, offering excellent in-depth information in a very readable form. It is highly recommended reading for anyone looking for insight and inspiration on how real people use and interact with products and services in the real world. Several excellent pointers are offered to designers, marketing and corporate decision makers, and anyone interested in ethnography or futures research will also find plenty of food for thought.
For anyone not familiar with design research or Mr. Chipchase's extensive work in this field Hidden in Plain Sight is certainly a 5 star book. For me, however, as a designer doing some similar work within my narrow corporate business field, and thus having followed Mr. Chipchase's blog for years already, the book does not offer that many new insights. It occasionally felt like a recap of the blog's highlights, which is not a bad thing by any means; It's great to have them all collected in one volume. Just that the wow-effect is a bit dulled, making it a 4 star for me.
5 of 5 people found the following review helpful.
Clues for Enriching Your World
By jem
As a consumer rather than a designer, this book left me thinking how much fun it would be to do this kind of research all over the world. Although we know instinctively that cultures differ widely, learning how to look keenly at people interacting with their environment is a skill.
With product design, manufacture, purchase, and use rapidly crisscrossing the globe, people adapt products in unpredicted ways. There is undoubtedly a great deal of money involved in "getting it right" and in anticipating the next big "must have."
But you don't have to be a technology product designer to find Mr. Chipchase's insights fascinating and useful. It enriches your world as you watch your grandkids switch from talking to texting, use their cell phone to take money from their bank account and pay for their sandwich and soda, meet up with their friends with their GPS.
This is a good read - a helpful guide to change - a map to the future.
4 of 4 people found the following review helpful.
Insightful and Reflective
By Lu.M
I read the book once before attending Jan Chipchase's speech at the Hong Kong KODW forum on 4 July. I read it through again after the forum because I did not want to miss any bits from his book. Since few years ago my first time reading Chipchase's research on the Village Phone in Kampala, I have been fan of him. Having the background of anthropology and industrial design; I am not unfamiliar with the methodologies of conducting in-depth research in a natural environment. However, the book still gave me new visions into "a professional observer of the ordinary" (where Chipchase described himself on P2). It is a very practical book, displaying many case studies and introducing the so-called "less formal" research techniques like the "pop-up studios" (P16), "threshold map" (P30), "rapid culture calibration" (P126), "macro, fish-eye and panorama tours" (P147), "strip down a product and service" (P184) and so on.
Besides, being also a practising industrial designer, the most mysterious part, at least to me, is the translation from research findings into insights. As written in the book, "how to move data into insights" (P149) differentiates good design research and great design research. There is only a fine line whether the decoding is well-translated to meet their user needs or not. This is all because there are no standard answers in this realm of socio-science plus creativity disciplines. The part on "threshold diagram" to observe when people cross a threshold has already provided much help in the decoding process, yet we still have to learn the nuances by practices and experiences, as Chipchase has repeatedly emphasized throughout the book.
Apart from the rich store of anecdote worldwide and hands on design research techniques, there are two more things in the book that impressed me. The first thing is Chipchase's heartfelt words about his life journey (P20), here I felt a lot deeper than the rest stories. The second point is his implicit criticism throughout his book (what I subjectively perceived from my reading) until he ended in the last chapter, "the real arrogance comes from those people who assume that the world's poor are not worth of their attention" (P215). We, as design researchers, and/or designers, need to take serious care of and have the great respect for the less privileged in the world. As Chipchase said, they as our customers have the right to choose, too.
Overall, I appreciate Chipchase's work and design research methodologies. Yet, what still lingers in my mind is, when Chipchase serves his multinational clients researching into the developing countries, is he acting as a drive penetrating capitalism into the emerging poor markets? What is the rationale enabling MNCs reaching new consumers utilizing design research techniques? I might have missed some of the subtleties of the original idea of Chipchase, still I have the query why Rwanda people needs visa or a concept of financial inclusion? I am deliberating.
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