Embodiment

Embodiment is a method that expands user research to include direct experience. Instead of simply analysing target groups, teams actively put themselves in their customers' shoes - and thus gain a deeper understanding of needs, behaviours and decision-making logic.

The method was adapted by the Cross Innovation Hub from the performing arts and film. The aim there is not only to understand roles, but also to embody them credibly. This principle is used in the context of innovation to visualise perspectives that often remain hidden in traditional research approaches.

Why embodiment?

User-centredness has long been considered a key success factor for innovation. In practice, however, it often remains abstract: personas are created, insights are gathered - but rarely really penetrated.

This is exactly where embodiment comes in. The method makes it possible to engage intensively with the target group early on in the process. Needs, hurdles and motivations are not only described, but also physically and emotionally understood.

In this way, undesirable developments can be avoided and innovation processes can be aligned more consistently with real needs.

How does the method work?

Embodiment is based on working with personas that are described as concretely as possible. These fictitious characters serve as the basis for the subsequent role work.

The participants work in small teams and take on different roles: One person embodies the persona ("performer"), another observes and documents ("observer").

The performers put themselves in the everyday situations of their persona and interact with products, services or prototypes accordingly. This is not about acting, but about seriously acting out behaviours, decisions and emotions.

Guiding questions can help here:

• What does this person's everyday life look like?
• What needs and routines characterise their behaviour?
• In which situations do they use certain services?
• What emotions are associated with this behaviour?
• What limitations or resources do they have?

Meanwhile, the observers record what they notice: reactions, insecurities, needs or unexpected behaviour patterns. The experiences are then collated, structured and reflected upon.

What are the benefits of embodiment?

Embodiment creates a richer picture of the target group than purely analytical methods. The combination of a cognitive and emotional approach produces insights that can be closer to the actual usage situation.

The result is a holistic understanding of the customer - and therefore a reliable basis for user-centred innovations. After all, a development process that ignores real needs is costly and avoidable.

When is the method useful?

Embodiment is particularly suitable for

• early phases of innovation processes
• Research, ideation and initial prototype tests
• Teams with and without previous experience
• Issues where customer needs need to be better understood

The method is less suitable when concrete, data-based decisions need to be made. Its strength lies in exploration - not in final validation.

Tips from practice

An open attitude is crucial for embodiment to be effective. Assessments or feasibility discussions should initially be deliberately excluded. The focus is on understanding - not judgement.

The method is particularly effective as an introduction to further approaches such as scenario work or other foresight tools.

Setting

• Duration: approx. 10-20 minutes, longer depending on depth
• Group size: 2-3 people per team
• Setting: on site
• Material: Notes, post-its or whiteboards

Embodiment in the Cross Innovation Hub

In the Cross Innovation Hub, we use embodiment to give companies low-threshold access to genuine user-centredness.

Active empathy creates new perspectives and often surprising insights - a valuable basis for the development of relevant and sustainable innovations.