Inspiring creativity through online stakeholder involvement – how Electrolux piloted the user forum online for product innovation
Major Appliances, Electrolux, Belgium.
Qualitative Research Department, Blauw Research, Netherlands.
Marketing Research Department, Blauw Research, Netherlands.
Nijenrode University; and Blauw Research, Netherlands.
This paper describes a new integrated approach to product innovation research as developed by Blauw Research of Rotterdam (Netherlands). It explains how a combination of online qualitative and quantitative modules can reveal business opportunities and inspire a New Product Development (NPD) team. Particular attention is given to the User Forum Online (UFO), a qualitative bulletin board that can play a crucial part in increasing the involvement of all people in the NPD team and making the difference for business.