(Con-)figure it out! How Braun uses product configurators to empower consumers in MROC environments and turn ideas into new products

This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.

(Con-)figure it out! How Braun uses product configurators to empower consumers in MROC environments and turn ideas into new products

Volker Bilgram, Dorothée Stadler and Gabriele Stahl HYVE Innovation Research and Procter & Gamble, Germany

Introduction

Nowadays, creating and curating content has become the norm in consumers' daily digital lives. Gen Y consumers especially show unprecedented enthusiasm to aggregate, rearrange, modify and share content in social media. In a similar vein, consumers have also been found eager to support their favorite brands and proved to be valuable partners in the co-development of new products. Vice...

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