Real Business Innovation: How Companies Can Draw Innovation From Large Customer Communities
Oliver Skopec, Thomas Krüger
This article will explain why open innovation forums offer a real alternative to common market research methods like brainstorming, qualitative interviews and large quantitative customer surveys. Open innovations forums offer a comparatively inexpensive way to reach a large number of customers who can express their ideas in the most open and creative manner, while the process maintains a relatively high representativeness. Furthermore, both the complexity and the lack of a preference structure of open innovation forums are being explored by examining...