A recent eye-opening study made by Professor Anders Gustafsson at BI Norwegian Business School has analyzed the value of customer co-creation in innovation. The findings show a huge difference between results from customer co-creation in incremental innovation and radical innovation respectively. Read on to learn more
Customer co-creation is a hot buzzword right now. It has become increasingly popular among companies, and intensive communication with customers in the product development is generally seen as a determinant of the success of a new service or product.
With good reason: A lot of research has shown that under the right circumstances, customers can co-develop products which are both creative and have greater value for the users, than what the company can come up with it self.
On the other hand, we hear designers at leading innovators such as Apple claim that:
“At Apple we don’t waste our time asking users, we build