The Design Probe projects carried out by Philips Design are part of a wider strategy aimed at improving the innovation hit rate. Growth through innovation is high on corporate management agendas throughout the world yet, according to figures in Business Week, "up to 96% of all new projects fail to meet the targets for return on investment."
Many companies try to drive innovation by using a 'funnel model' in which research results, new technologies or user insights are filtered in a very linear way, with the concepts that are left - those deemed most feasible - being quickly forced into business cases. Given the pitifully low success rate of innovations in general, it is obvious that such a model has its limitations.
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