Involving the User

Keith Goffin, Fred Lemke and Ursula Koners
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Keith Goffin: Cranfield School of Management
Fred Lemke: Alliant International University
Ursula Koners: Cranfield School of Management

Chapter 7 in Identifying Hidden Needs, 2010, pp 153-175 from Palgrave Macmillan

Abstract: Abstract Traditional market research keeps customers at arm’s length in that they are asked what type of products and services they would like but then they have no further involvement in new product development. In short interactions with market researchers, it is difficult for customers to articulate the type of features they would like, particularly if they are unaware of the technological possibilities. However, some customers do have the expertise to know what is technologically possible, and others may have already modified their existing equipment to cope with its limitations. Some consumers are interested to have their views heard by their favorite companies, and yet others are even willing to assist with product development. Involving the user is the term we shall use for a range of techniques that companies can apply to collect customers’ ideas and tap into their expertise in the development of innovative products and services.

Keywords: Product Development; Market Research; Online Community; User Community; Virtual Community (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29448-6_7

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DOI: 10.1057/9780230294486_7

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