Trial-and-error

Trial and error is a rather simple approach to obtain new insights in and knowledge about a research topic. In studies, trial and error occurs by the steps “trial, failure, learning, revision and re-trial” (Von Hippel, 1998). Trial and error is often used in connection with the term “learning by doing” (Von Hippel, 2001). However, trial and error does not often represent the most efficient way to obtain new insights and knowledge as it is not goal-directed and can be therefore highly time-consuming (Franke, et al., 2008).

With regard to mass customization, von Hippel (1998) introduces a four-step trial-and-error cycle in which a first product draft is designed, physically created and prepared, executed and finally the results are analyzed. Only if the analyzed results are satisfactory, the cycle will not be re-started. However, if the results are not satisfactory, the experiment may be modified and the cycle repeated.

The above mentioned trial-and-error cycle is a frequently used approach in mass customization. This procedure can be applied whenever customers try to develop their own design by using a toolkit and thereby go through a process of trial-and-error learning (Salvador, et al., 2009). Secondly, it occurs while a manufacturer tries to design and develop a product according to the customer’s preferences (Von Hippel, 2001). In a first step, the customer provides the manufacturer with information and specifications. Based on this information, the producer creates a first-draft product and presents it to the customer. The customer reviews it and may ask the manufacturer for changes. This fine-tuning process between customer and producer is repeated until the customer receives a satisfying solution (Thomke and Von Hippel, 2002).

References:

Franke, N., Keinz, P. and Schreier, M. (2008): "Complementing Mass Customization Toolkits with User Communities: How Peer Input Improves Customer Self-Design," Journal of Product Innovation Management 25(6): 546–559.

Salvador, F., Martin de Holan, P. and Pilller, F. (2009): Cracking the Code of Mass Customization. MIT Sloan Management Review 50(3): 71–78.

Thomke, S., & von Hippel, E. (2002): Customers as Innovators: A New Way to Create Value. Harvard Business Review 80(4): 74–81.

Von Hippel, E. (1998). Economics of product development by users: The impact of “sticky” local information. Management Science44(5): 629–644.

Von Hippel, E. (2001): Perspective: User toolkits for innovation. The Journal of Product Innovation Management 18(4): 247–257.