Decision Support System for Technology Opportunity Discovery: An Application of the Schwartz Theory of Basic Values
Ayato Kitadai, Takumi Ito, Yumiko Nagoh, Hiroki Takahashi, Masanori Fujita, Sangjic Lee, Fumiaki Miyahara, Tetsu Natsume, Nariaki Nishino

TL;DR
This paper introduces a decision support framework that links technological feasibility with human values to improve early-stage technology opportunity discovery, demonstrated through workshops analyzing real-world technologies.
Contribution
It presents a novel framework combining Technology Readiness Levels and Schwartz's human values theory, bridging innovation potential with user motivations.
Findings
Internal experts see a wider value landscape than consumers.
Successful technologies are associated with a broader range of human values.
Value breadth correlates with market success.
Abstract
Discovering technology opportunities (TOD) remains a critical challenge for innovation management, especially in early-stage development where consumer needs are often unclear. Existing methods frequently fail to systematically incorporate end-user perspectives, resulting in a misalignment between technological potentials and market relevance. This study proposes a novel decision support framework that bridges this gap by linking technological feasibility with fundamental human values. The framework integrates two distinct lenses: the engineering-based Technology Readiness Levels (TRL) and Schwartz's theory of basic human values. By combining these, the approach enables a structured exploration of how emerging technologies may satisfy diverse user motivations. To illustrate the framework's feasibility and insight potential, we conducted exploratory workshops with general consumers and…
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Taxonomy
TopicsTechnology Assessment and Management · Innovation and Knowledge Management · Innovative Approaches in Technology and Social Development
