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Involving the User

In: Identifying Hidden Needs

Author

Listed:
  • Keith Goffin

    (Cranfield School of Management)

  • Fred Lemke

    (Alliant International University)

  • Ursula Koners

    (Cranfield School of Management
    S. Siedle & Söhne OHG in Furtwangen)

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.

Suggested Citation

  • Keith Goffin & Fred Lemke & Ursula Koners, 2010. "Involving the User," Palgrave Macmillan Books, in: Identifying Hidden Needs, chapter 7, pages 153-175, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-29448-6_7
    DOI: 10.1057/9780230294486_7
    as

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