Fuelling Philips' innovation engine – continuous ideas and feedback from users
Ria DierikxConsumer & Marketing Intelligence, Philips Consumer Lifestyle, Netherlands
Andrew LynchCommunispace, United States
INTRODUCTION
Philips has a long-established history of introducing innovative products in the consumer electronics space – from the cassette tape to the compact disc, which it co-introduced with Sony. Sustaining innovation on this scale is challenging, and Philips' market research arm is constantly evaluating new approaches to discovering what consumers want to see next. In 2007, the company wondered whether it was doing all it could to understand consumers. Until this point, Philips had...