Sociologist Everett Rogers, Diffusion of Innovations (DOI), tracked how humans relate to new things, and when and how they make a decision to use them. Diffusion of Innovations Labs I-II-III explore three aspects of his wonderful work.
DOI I Lab tracks the path of the adopter of an innovation, studying the steps people make in decision-making.
DOI II Lab looks at Rogers' insights pertaining to the qualities of an innovation and how they influence whether or not, or how quickly, people adopt the innovation. If we recognize these qualities, we can design around our weaknesses and build on our strengths. We can work from what Buckminster Fuller calls "anticipatory design."
DOI III Lab examines the Adoption Curve, which measures the rate of an innovation's diffusion among groups of people. It is common in marketing lingo, for example, to hear about “early adopters.” What is not common is a deep understanding of the characteristics, social norms, and patterns of various categories of adopters. When we design marketing initiatives, it is important to know who we addressing. What are the characteristics of different groups of adopters? How can understanding these characteristics help us diffuse our innovations?
What's in this Lab?
Diffusion of Innovations I Lab
EXPLORING THE PATH OF AN ADOPTER Time: 1 hour Suggested Participants: Individuals/partners Materials: Large sheets of paper, colored pencils/pens/pastels
Diffusion of Innovations II Lab
EXPLORING PERCEPTION OF AN INNOVATION Time: 1 hour Suggested Participants: Individuals/partners Materials: Large sheets of paper, colored pencils/pens/pastels
Diffusion of Innovations III Lab
EXPLORING THE ADOPTION CURVE Time: 1 hour Suggested Participants: Individuals/partners Materials: Large sheets of paper, colored pencils/pens/pastels
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It's time to move beyond just talking about change. We'll change how we act when we change how we think. Strengthening my thinking now is something tangible I can do.
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