IDEO Cineplanet HBR Case 1. How would you characterize IDEO's human-centered innovation culture, process, and philosophy? What are the core elements? 2. As you watch the customer interview video (Chapter 3.2 in the online multimedia), use the case's Exhibit 7 to guide your thinking about the following question. What do you learn from this customer that the team might use as it reimagines the movie-going experience? What are the most important features of the way the team interacts with him during the interview? 3. What aspects of this process strike you as the most important ones in generating promising concepts? How would you change the process to make it better? To access the multimedia material associated with this case, please visit: http://eproduct.hbsp.harvard.edu/eproduct/product/m_ideo/content/index.html