This presentation offers a hybrid analogy study showing how other business areas inspire product development for dental cementation. First, we used social media for a process of worldwide brainstorming with people doing cementation. We then chose experts who shared their experience with cementation in focus groups and developed new ideas together with internal professionals. During stage three we used a standardised questionnaire, five new ideas were evaluated by internal professionals regarding feasibility and potential. Finally, selected experts followed up on the development process in an online community by delivering ideas for improvement.