The real title of this story is "Spy, Then Innovate." And "innoveillance" is just a "next-generation" market research which uses video-surveillance to nurture innovation. Here is an excerpt:
For example, a medical device company (which understandably wants to remain anonymous) decided to surreptitiously videotape, with hospital administrators’ permission, how nurses actually used its prototype drug delivery system. The company quickly recognized that its product wasn’t being used the way it was supposed to be. Moreover, it discovered what kind of shortcuts the nurses would take creative and otherwise to get the system to work, and at what points they would either ask for help or simply give up. This information proved enormously helpful and led to a fundamental redesign of both the product and how hospital staffs are trained to use it. That, in turn, completely changed how the company marketed its systems to hospitals and nurses. The firm has yet to decide whether to make video surveillance an ongoing practice.
Source: Michael Schrage, MIT Technology Review, May 2002
6:08:55 PM
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