Key Takeaways:
- The success of a new technology depends on how people feel about using it and whether they see a reason to change their behavior
- Technical readiness is not the deciding factor in innovation, but rather social norms, risk perception, and lived experience shape adoption
- People tend to resist technologies that require significant changes in behavior, and perceived value and effort are key factors in technology acceptance
- Incorporating the customer’s perspective early on in the development process is crucial for the success of a new technology
- Brain implants for computer interfaces and other futuristic technologies face significant acceptance challenges due to human resistance and concerns about safety and ethics
Introduction to Patrick Planing
Patrick Planing, a professor at Stuttgart Technology University of Applied Sciences, has spent over a decade studying why some technologies gain public trust while others stall despite working perfectly well. With a background in business psychology and experience in innovation management at Mercedes-Benz, Planing has developed a unique perspective on the psychology behind failed innovations. In an interview with Interesting Engineering, Planing shared his insights on the factors that influence technology adoption and the importance of understanding human behavior in the development of new technologies.
The Psychology of Technology Adoption
Planing’s interest in understanding how people respond to new technologies was sparked by his early work at Mercedes-Benz, where he analyzed customer studies and realized that the company was missing the main question. While the focus was on how people liked user interfaces and navigation systems, Planing discovered that many drivers preferred the sensory experience of driving and found automated systems boring. This led him to explore the psychological factors that influence technology adoption, including social norms, risk perception, and lived experience. For instance, Planing’s research on air taxis found that people’s perception of the technology changed significantly after they had a chance to experience it firsthand, with two-thirds of participants saying they could see a future where they would use it.
The Importance of Customer Perspective
Planing emphasizes the importance of incorporating the customer’s perspective early on in the development process. He advises engineers to talk directly to potential customers and involve them in the development process to understand how they feel about the technology. This approach can help identify potential barriers to adoption and inform the design of more user-friendly and acceptable technologies. For example, Planing notes that the Hyperloop, a futuristic transportation concept, is still 10 to 15 years in the future, but it’s essential to talk to people and let them experience the technology now to understand how they feel about it. Furthermore, Planing’s research on air taxis demonstrated that the more experience people have with a technology, the less risk they perceive and the more benefits they see.
The Biggest Psychological Barrier to New Technologies
According to Planing, the biggest psychological barrier people face when a new technology is introduced is the perceived effort required to learn to use it. Technologies that ask people to change learned behavior face tremendous resistance, and people tend to prefer technologies that are close to what they already know. For instance, the Segway, a technology that makes total sense on paper, failed to gain widespread adoption because people didn’t like the idea of using it. Planing notes that the social aspect of innovation is also crucial, and engineers should understand that the adoption of innovation follows an S-shaped curve, with early adopters paving the way for broader acceptance.
Innovations that Fail Despite Technical Readiness
Planing cites the Segway as an example of an innovation that failed despite its technical feasibility. The Segway, which was backed by investors like Jeff Bezos and Steve Jobs, didn’t happen because people didn’t like the idea of using it. Planing advises engineers to talk to potential customers and involve them in the development process to understand how they feel about the technology. He also notes that brain implants for computer interfaces, which some companies are working on, face significant acceptance challenges due to human resistance and concerns about safety and ethics. For example, Planing personally struggles with the idea of brain implants, but acknowledges that they may make sense from a rational perspective.
The Future of Technology Adoption
Planing’s research is motivated by a desire to help people make better, more rational decisions about new technologies. He believes that technology is a big driver of the problems we face on this planet, such as CO2 emissions, but also the only realistic way to cope with having nine billion people on this planet. Planing hopes to make a small contribution to a more sustainable future through his research on technology adoption and the psychology of innovation. He notes that there’s still much to be learned about how to help people make better decisions about new technologies, and he’s committed to exploring this question in his future research.
The Role of Social Norms in Technology Adoption
Planing’s research highlights the importance of social norms in shaping technology adoption. He notes that most people don’t want to be the first to adopt a new technology because of the social risk, and nobody wants to be a laggard either. Research suggests that once around 13 percent of a population adopts a new technology, adoption starts to accelerate exponentially. When descriptive norms emerge, people follow suit, and the social risk is gone. For instance, the adoption of electric vehicles has accelerated in recent years as more people have become aware of their benefits and seen others adopting them.
The Importance of Early Customer Involvement
Planing emphasizes the importance of involving potential customers in the development process from an early stage. He notes that this approach can help identify potential barriers to adoption and inform the design of more user-friendly and acceptable technologies. For example, Planing’s research on air taxis demonstrated that early involvement of potential customers can help to build trust and acceptance of the technology. By involving customers in the development process, engineers can create technologies that are more likely to succeed in the market.
Conclusion
In conclusion, Patrick Planing’s research highlights the importance of understanding human behavior in the development of new technologies. By incorporating the customer’s perspective early on in the development process, engineers can create technologies that are more likely to succeed in the market. Planing’s insights on the psychology of technology adoption, the importance of social norms, and the role of early customer involvement provide valuable lessons for engineers and technologists seeking to develop innovative solutions that meet the needs of users. As technology continues to evolve and shape our world, it’s essential to prioritize the human factor in innovation and to involve customers in the development process to create technologies that are acceptable, useful, and sustainable.