Internet notebook about my work: deep listening to facilitate positive change


Sunday, 20 January 2008

What is demand articulation?

Demand driven knowledge is more useful than supply driven knowledge. The same is true for any innovation. A few years ago we wrote about this in Redefining Capacity Development for the 21st Cdentury. We argued that most conservation knowledge processes are linear and supply driven (research, guidelines, manuals, workshops etc.). That a needs analysis is not enough to guarantee a real demand driven approach. What really is important we argued is to articulate the demand (see graphic). I just came across a study on this issue. I summarize here my learning. Demand articulation is the process in which users, producers and regulators try to clear up the characteristics of an innovation. This innovation can be new knowledge, new methods, new technologies. Demand can be described as statements made about (or elements of) new technologies that users find important and that should be included or addressed by other stakeholders. These statements concern:
- Visions, expectations, promises
- Problems with existing knowledge, products or situations
- Needs for existing and non-existing knowledge or products;
- Ideas for existing and non-existing knowledge or products
- ideas for directions for solutions
- Concerns about ethical, legal and social implications;
- The complex of norms that frame the day-to-day decisions on strategies, practices etc. in the organization or sector;
- All types of costs of realization of a potential innovation.

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