The IAFOR Journal of Education
Volume 2 – Issue 1 – Winter 2014

The IAFOR Journal of Education
Volume 2 – Issue 1 – Winter 2014

The IAFOR Journal of Education
Volume 2 – Issue 1 – Winter 2014

This paper shows how to address technological, cultural and social transformations with
empirically grounded innovation. Areas in transition such as higher education and learning
techniques today bring about new needs and opportunities for innovative tools and services. But
how do we find these tools? The paper argues for using a strategy of (user) value innovation that
creatively combines ethnographic methods with strategic industry analysis. By focusing on unmet
and emerging needs ethnographic research identifies learner values, needs and challenges but
does not determine solutions. Blue-ocean strategy tools can identify new opportunities that alter
existing offerings but give weak guidance on what will be most relevant to users. The
triangulation of both is illustrated through an innovation project in higher education.

Keywords: User needs and values; Innovation, learner-centered design; Ethnography; Blue ocean
strategy; Triangulation.

Bernard Montoneri