Undercover in the Knowledge Chain

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Designer, Paul-Jervis Heath goes undercover to search out latent, unspoken needs so that he can invent valuable and innovative new products and services. His work has led him and his team to spend a lot of time with scientists, researchers and academics; in their labs and in their offices; building up a picture of their research and publishing goals, their needs and the motivations for their work.
This type of undercover, ethnographic design research gives him a detailed view of the behaviour, goals and values of academics as they act as reader, author and reviewer of academic literature. It allows him to see why people do the things they do and behave the way they behave. It has enabled him to witness how people really find articles, how much effort researchers expend to keep up with the latest in their field and the three types of research reading. Beyond current behaviour it enables him and his team to predict the next wave of products and services in scholarly communication. It enables them to identify unmet needs, invent future products and services, and predict the value frameworks of future customers.
In this keynote, Paul-Jervis Heath will share his methods and some anecdotes from his work with academics. He’ll discuss behavioural models, bounded rationality and the knowledge chain: a mapping of scholarly communication from idea to impact. He’ll also talk about future opportunities for academic publishing and the needs for products and services that don’t exist yet.

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