Waste vs. challenge! Consumer insights and strategic implications of unused technology product capabilities and features

Philip Sugai, Lukman Aroean

Research output: Contribution to journalArticlepeer-review


In an effort to provide guidance to designers and product developers globally to minimize and ultimately eliminate product-level waste, and thus slow the rapidly rising levels of eWaste, this paper explores the concept of “waste” from the perspective of consumers and their interactions with technology-related products. The ZMET qualitative research method was applied, through which three distinct categories for the cognitive constructs that respondents held towards the interplay between the “challenge” to optimize utility versus the “waste” of 1) never accessing, 2) understanding or 3) applying this utility were identified. From these findings, three “Key Design Challenges” are proposed and practical examples and guidance are offered for future design innovation. While building on the work of many thought leaders in the field of innovation, manufacturing, design and product marketing, this is the first paper to categorize the consumer experience of product-level “waste”, and offer a strategic framework for its elimination.
Original languageEnglish
Pages (from-to)93-101
Number of pages9
JournalKindai Management Review
Publication statusPublished - 2014


  • Waste
  • eWaste
  • Lean Manufacturing
  • Product Design
  • Innovation
  • New Product Development

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