Marketing ergonomics—what are we selling and to whom?

Abstract

This paper outlines and compares three basic approaches to the delivery of ergonomics/human factors expertise, provides examples of each, and examines the different marketing strategies used to promote each approach successfully. The position of ergonomics/human factors as one of a number of often conflicting business factors is considered and strategies outlined aimed at ensuring user and task issues an equal status in real-world business trade-offs. A procedural, tailorable and context-specific approach is advocated as the most effective way forward. In this role, the ergonomics/human factors expert acts principally as an enabler in assisting clients to reach largely self-generated solutions through the development and implementation of suitable tools and methodologies. These are designed primarily for use by the clients themselves, the practitioner acting as tool-developer, process-coordinator and analyst as required. Lastly, the use of external professional expertise is advocated to assist in the development of marketing and promotional material—ergonomists and human factors experts must recognize their own limitations too.

Keywords:

• Ergonomics
• Human factors
• Marketing strategies
• Tools
• Value-added benefits.