Abstract:

This presentation illustrates a new way of engaging consumers in the product development process. With the help of innovative Web 2.0 techniques, new products are co-created WITH the consumer instead of developing a product just FOR them. The approach focuses on the early stages NPD process where initial concepts or products are developed and tested. A new online technique has been developed to acquire direct and detailed consumer feedback right on the test object. It brings together suppliers and consumers in a co-creative process where concepts, products or packages are created interactively. With the help of an online-reporting including visual online heatmaps and key measures empathetic understanding and intuitive insights should be enabled.