I gave a presentation under the topic: “Speeding up innovation in agricultural IT”, reporting the results of the OECD research. AiiA 2013 presentation Hannu Haapala final

The results show that considerable part of the relatively slow innovation comes from the fact that users do not trust in new technologies or that the usability of them is unacceptable. 
The experts suggest that education of the engineers and designers should include more elements from User-Centered Design (UCD) and also User-Driven Innovation methods should be more used.

As a conclusion a new ‘Dream Team’ of agricultural innovation was developed where user interaction and marketing professionals were given more roles.