IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04731671.html
   My bibliography  Save this paper

Customer insights for innovation : A framework and research agenda for marketing

Author

Listed:
  • Stefan Stremersch

    (Erasmus University Rotterdam, UGENT - Universiteit Gent = Ghent University = Université de Gand)

  • Elke Cabooter

    (IÉSEG School Of Management [Puteaux], LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Ivan Guitart

    (EM - EMLyon Business School)

  • Nuno Camacho

    (Erasmus University Rotterdam)

Abstract

Customer insights play a critical role in innovation. In recent years, articles studying customer insights for innovation have risen in marketing and other fields such as innovation, strategy, and entrepreneurship. However, the literature on customer insights for innovation grew fragmented and plagued by inconsistent definitions and ambiguity. The literature also lacks a precise classification of different domains of customer insights for innovation. This article offers four key contributions. First, it clearly and consistently defines customer insights for innovation. Second, it proposes a "customer insights process" that describes the activities firms and customer insights intermediaries (e.g., market research agencies) use to generate, disseminate, and apply customer insights for innovation. Third, it offers a synthesis of the knowledge on customer insights for innovation along ten domains of customer insights for innovation: (1) crowdsourcing, (2) co-creating, (3) imagining, (4) observing, (5) testing, (6) intruding, (7) interpreting, (8) organizing, (9) deciding, and (10) tracking. Fourth, the authors qualify and quantify the managerial importance and potential for scholarly research in these domains of customer insights for innovation. They conducted 12 in-depth interviews with executives at market research agencies such as Ipsos, Kantar, Nielsen, IQVIA, and GfK to do so. They surveyed 305 managers working in innovation, marketing, strategy, and customer experience. The article concludes with a research agenda for marketing aimed at igniting knowledge development in high-priority domains for customer insights for innovation.

Suggested Citation

  • Stefan Stremersch & Elke Cabooter & Ivan Guitart & Nuno Camacho, 2024. "Customer insights for innovation : A framework and research agenda for marketing," Post-Print hal-04731671, HAL.
    • Handle: RePEc:hal:journl:hal-04731671
    DOI: 10.1007/s11747-024-01051-8
    Note: View the original document on HAL open archive server: https://hal.science/hal-04731671v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04731671v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.1007/s11747-024-01051-8?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Artem Timoshenko & John R. Hauser, 2019. "Identifying Customer Needs from User-Generated Content," Marketing Science, INFORMS, vol. 38(1), pages 1-20, January.
    2. Yao Wu & Satish Nambisan & Jinghua Xiao & Kang Xie, 2022. "Consumer resource integration and service innovation in social commerce: the role of social media influencers," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 429-459, May.
    3. Rebecca Hamilton, 2016. "Consumer-based strategy: using multiple methods to generate consumer insights that inform strategy," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 281-285, May.
    4. Abbie Griffin & John R. Hauser, 1993. "The Voice of the Customer," Marketing Science, INFORMS, vol. 12(1), pages 1-27.
    5. Min Zhao & Darren W. Dahl & Steve Hoeffler, 2014. "Optimal Visualization Aids and Temporal Framing for New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1137-1151.
    6. Acar, Oguz A., 2019. "Motivations and solution appropriateness in crowdsourcing challenges for innovation," Research Policy, Elsevier, vol. 48(8), pages 1-1.
    7. Laurence Ales & Soo-Haeng Cho & Ersin Körpeoğlu, 2017. "Optimal Award Scheme in Innovation Tournaments," Operations Research, INFORMS, vol. 65(3), pages 693-702, June.
    8. Nicolai J. Foss & Keld Laursen & Torben Pedersen, 2011. "Linking Customer Interaction and Innovation: The Mediating Role of New Organizational Practices," Organization Science, INFORMS, vol. 22(4), pages 980-999, August.
    9. Kelly B Herd & Ravi Mehta & Gita V JoharEditor & Linda L PriceEditor & Stacy WoodAssociate Editor, 2019. "Head versus Heart: The Effect of Objective versus Feelings-Based Mental Imagery on New Product Creativity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(1), pages 36-52.
    10. Alex Burnap & John R. Hauser & Artem Timoshenko, 2023. "Product Aesthetic Design: A Machine Learning Augmentation," Marketing Science, INFORMS, vol. 42(6), pages 1029-1056, November.
    11. Robert W. Palmatier, 2018. "Advancing marketing strategy research," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 983-986, November.
    12. John Hulland & Hans Baumgartner & Keith Marion Smith, 2018. "Marketing survey research best practices: evidence and recommendations from a review of JAMS articles," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 92-108, January.
    13. Kate McDowell, 2021. "Storytelling wisdom: Story, information, and DIKW," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(10), pages 1223-1233, October.
    14. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    15. Dayan, Mumin & Di Benedetto, C. Anthony, 2011. "Team intuition as a continuum construct and new product creativity: The role of environmental turbulence, team experience, and stress," Research Policy, Elsevier, vol. 40(2), pages 276-286, March.
    16. John R. Hauser & Felix Eggers & Matthew Selove, 2019. "The Strategic Implications of Scale in Choice-Based Conjoint Analysis," Marketing Science, INFORMS, vol. 38(6), pages 1059-1081, November.
    17. Daniel Starch, 1923. "Research Methods in Advertising," The ANNALS of the American Academy of Political and Social Science, , vol. 110(1), pages 139-143, November.
    18. Paul R. Carlile, 2002. "A Pragmatic View of Knowledge and Boundaries: Boundary Objects in New Product Development," Organization Science, INFORMS, vol. 13(4), pages 442-455, August.
    19. Lovett, Mitchell J. & Peres, Renana, 2018. "Mobile diaries – Benchmark against metered measurements: An empirical investigation," International Journal of Research in Marketing, Elsevier, vol. 35(2), pages 224-241.
    20. Darren W. Dahl, 2016. "The argument for consumer-based strategy papers," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 286-287, May.
    21. Min Zhao & Darren W. Dahl & Steve Hoeffler, 2014. "Optimal Visualization Aids and Temporal Framing for New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 1137-1151.
    22. Stremersch, Stefan & Camacho, Nuno & Keko, Elio & Wuyts, Stefan, 2022. "Grassroots innovation success: The role of self-determination and leadership style," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 396-414.
    23. repec:eee:respol:v:48:y:2019:i:8:p:- is not listed on IDEAS
    24. Stefan Stremersch & Jorge Gonzalez & Albert Valenti & Julian Villanueva, 2023. "The value of context-specific studies for marketing," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 50-65, January.
    25. Thomke, Stefan & von Hippel, Eric & Franke, Roland, 1998. "Modes of experimentation: an innovation process--and competitive--variable," Research Policy, Elsevier, vol. 27(3), pages 315-332, July.
    26. Dahlander, Linus & Piezunka, Henning, 2014. "Open to suggestions: How organizations elicit suggestions through proactive and reactive attention," Research Policy, Elsevier, vol. 43(5), pages 812-827.
    27. Schemmann, Brita & Herrmann, Andrea M. & Chappin, Maryse M.H. & Heimeriks, Gaston J., 2016. "Crowdsourcing ideas: Involving ordinary users in the ideation phase of new product development," Research Policy, Elsevier, vol. 45(6), pages 1145-1154.
    28. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
    29. Anna S. Cui & Fang Wu, 2016. "Utilizing customer knowledge in innovation: antecedents and impact of customer involvement on new product performance," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 516-538, July.
    30. Frans A. J. Van den Bosch & Henk W. Volberda & Michiel de Boer, 1999. "Coevolution of Firm Absorptive Capacity and Knowledge Environment: Organizational Forms and Combinative Capabilities," Organization Science, INFORMS, vol. 10(5), pages 551-568, October.
    31. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    32. Sam K. Hui & Tom Meyvis & Henry Assael, 2014. "Analyzing Moment-to-Moment Data Using a Bayesian Functional Linear Model: Application to TV Show Pilot Testing," Marketing Science, INFORMS, vol. 33(2), pages 222-240, March.
    33. Stefan H. Thomke, 1998. "Managing Experimentation in the Design of New Products," Management Science, INFORMS, vol. 44(6), pages 743-762, June.
    34. Jan Kratzer & Christopher Lettl, 2009. "Distinctive Roles of Lead Users and Opinion Leaders in the Social Networks of Schoolchildren," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 646-659, December.
    35. Roberts, John H. & Kayande, Ujwal & Stremersch, Stefan, 2014. "From academic research to marketing practice: Exploring the marketing science value chain," International Journal of Research in Marketing, Elsevier, vol. 31(2), pages 127-140.
    36. Barry L. Bayus, 2013. "Crowdsourcing New Product Ideas over Time: An Analysis of the Dell IdeaStorm Community," Management Science, INFORMS, vol. 59(1), pages 226-244, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Meinel, Martin & Eismann, Tobias T. & Baccarella, Christian V. & Fixson, Sebastian K. & Voigt, Kai-Ingo, 2020. "Does applying design thinking result in better new product concepts than a traditional innovation approach? An experimental comparison study," European Management Journal, Elsevier, vol. 38(4), pages 661-671.
    2. Pollok, Patrick & Lüttgens, Dirk & Piller, Frank T., 2019. "Attracting solutions in crowdsourcing contests: The role of knowledge distance, identity disclosure, and seeker status," Research Policy, Elsevier, vol. 48(1), pages 98-114.
    3. Boons, Mark & Stam, Daan, 2019. "Crowdsourcing for innovation: How related and unrelated perspectives interact to increase creative performance," Research Policy, Elsevier, vol. 48(7), pages 1758-1770.
    4. repec:eee:respol:v:48:y:2019:i:8:p:- is not listed on IDEAS
    5. Schweitzer, Fiona & Mai, Robert, 2021. "The double-edged sword of intricate idea enactment in product development," Journal of Business Research, Elsevier, vol. 132(C), pages 392-402.
    6. Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.
    7. Ho-Dac, Nga N., 2020. "The value of online user generated content in product development," Journal of Business Research, Elsevier, vol. 112(C), pages 136-146.
    8. Ming-Hui Huang & Roland T. Rust, 2021. "A strategic framework for artificial intelligence in marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 30-50, January.
    9. Suhada, Thontowi A. & Ford, Jerad A. & Verreynne, Martie-Louise & Indulska, Marta, 2021. "Motivating individuals to contribute to firms’ non-pecuniary open innovation goals," Technovation, Elsevier, vol. 102(C).
    10. Muninger, Marie-Isabelle & Mahr, Dominik & Hammedi, Wafa, 2022. "Social media use: A review of innovation management practices," Journal of Business Research, Elsevier, vol. 143(C), pages 140-156.
    11. Xie, Xuemei & Wang, Lijun & Zhang, Tao, 2023. "Involving online community customers in product innovation: The double-edged sword effect," Technovation, Elsevier, vol. 123(C).
    12. Olmedilla, M. & Send, H. & Toral, S.L., 2019. "Identification of the unique attributes and topics within Smart Things Open Innovation Communities," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 133-147.
    13. Morgan, Todd & Obal, Michael & Anokhin, Sergey, 2018. "Customer participation and new product performance: Towards the understanding of the mechanisms and key contingencies," Research Policy, Elsevier, vol. 47(2), pages 498-510.
    14. Martinkenaite, Ieva & Breunig, Karl Joachim, 2016. "The emergence of absorptive capacity through micro–macro level interactions," Journal of Business Research, Elsevier, vol. 69(2), pages 700-708.
    15. Ely Dahan & Haim Mendelson, 2001. "An Extreme-Value Model of Concept Testing," Management Science, INFORMS, vol. 47(1), pages 102-116, January.
    16. Patel, Chirag & Ahmad Husairi, Mariyani & Haon, Christophe & Oberoi, Poonam, 2023. "Monetary rewards and self-selection in design crowdsourcing contests: Managing participation, contribution appropriateness, and winning trade-offs," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    17. Deichmann, Dirk & Gillier, Thomas & Tonellato, Marco, 2021. "Getting on board with new ideas: An analysis of idea commitments on a crowdsourcing platform," Research Policy, Elsevier, vol. 50(9).
    18. Eiteneyer, Nils & Bendig, David & Brettel, Malte, 2019. "Social capital and the digital crowd: Involving backers to promote new product innovativeness," Research Policy, Elsevier, vol. 48(8), pages 1-1.
    19. Jiao, Yuanyuan & Wu, Yepeng & Lu, Steven, 2021. "The role of crowdsourcing in product design: The moderating effect of user expertise and network connectivity," Technology in Society, Elsevier, vol. 64(C).
    20. Mokter Hossain & K. Islam, 2015. "Ideation through Online Open Innovation Platform: Dell IdeaStorm," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 6(3), pages 611-624, September.
    21. Philipp B. Cornelius & Bilal Gokpinar, 2020. "The Role of Customer Investor Involvement in Crowdfunding Success," Management Science, INFORMS, vol. 66(1), pages 452-472, January.

    More about this item

    Keywords

    Customer insights; Innovation; Insight generation; Insight dissemination; Insight application; Market research;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04731671. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.