Consumers at the heart of Innovation: different shades of a new spectrum

Raymond Crook, Sunanda Brahma and Helen Wing

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovation, to arrive at both cutting edge ideas for new product development as well as realizing the full potential of these ideas.

Consumers at the heart of innovation: different shades of a new spectrum

Raymond CrookResearch International, Australia

Sunanda BrahmaResearch International, Singapore

Helen WingResearch International, United Kingdom

INTRODUCTION

Innovation is one of the greatest challenges facing business today. Companies everywhere are under increasing pressure to both come up with the next big idea and get it to an ever-changing market faster than ever before. Michael Porter has commented that “innovation is the central issue to economic prosperity”.

There has been a marked increase in investment in R&D over the years and some studies have suggested this growth may now...

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