Most Innovation in Germany Developed Witout Customer Insight
The Frankfurter Allgemeine Zeitung (FAZ) has written an article about Innovation in Germany. It states that most companies in Germany are developing their innovation without listening or talking to customers first. Most companies highly underestimate the ability of consumers or B2B clients to participate in innovation, states the spokesman of the German Innovation Counsel, Axel Glanz.
At BrainStore, we have included target audiences, from extremes as far as children and senior citizens, into each and every innovation project from the last 18 years. We know that bringing together the insider view (company that wants to innovate), the target audience view and the complete outsider view (lateral thinkers, freaks and teenagers) helps come up with better and more market compatible innovation.
August 11th, 2007 at 2:54 pm
Oh goodness, this is going to stretch my new German skills to the limit, but thanks for the referral to the article. It’s good practice for me and I need to learn how to speak about innovation in German. I’ll be back later with my thoughts on the article!