Abstract:

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovation, to arrive at both cutting edge ideas for new product development as well as realising the full potential of these ideas. To this end creative consumers as well as early adopters are explored as valuable contributors to innovation and developmental processes to derive a broad overview of what works with cutting edge consumers and what is less successful.