Customer-driven innovation

Laura Morris, an account director at Nunwood, explains open innovation, the concept of inviting customers inside organisations to act as co-developers of exciting new products and services (online and offline).

Customer-driven innovation

Laura Morris

When it comes to generating breakthrough innovation, traditional market research methods are dead in the water (at least, that is the consensus among those in charge of innovation at some of the world's leading global companies, think Lego, Cable & Wireless, AOL, Adobe, and so on).

At an international conference on innovation in London in March, this was hotly debated by speakers and delegates, who concluded that to succeed and come up with sustainable and profitable NPD, companies must treat customers as partners in innovation. It no longer cuts it to have a one-way research 'dialogue',...

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