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Why listening to consumers matters
- 2. Innovation is about businesses trying to keep up with consumer expectations faster than the competition. (Kristian Bannister, Brandwatch)
- 3. There is no greater risk than being blind to the unknown. It can cause you to make the wrong decision or miss out on something big. (Tricia Wang)
- 4. Here’s a roller skate - You would think!
- 5. Transaction ➔ The business owner sees money out, money in. Design ➔ The designer sees materials, colours, textures and aesthetics. Usage ➔ The consumer sees fun, bruised knees, or exercise. Functionality ➔ The engineer sees features and technologies. But we see different things
- 6. Consumer involvement is about bringing in all the essential perspectives that co-creates a product’s success or failure.
- 7. ➔ It’s good for business ➔ It strengthens collaboration ➔ It brings purpose ➔ It’s not that hard 4 perspectives on why listening to consumers matters
- 8. It’s good for business ➔ Cost reduction ➔ Increased income ➔ Continuous innovation ➔ Market competitiveness Ensuring that consumers are heard and taken into consideration before solutions are put into production minimizes redundant costs and fosters successful solutions.
- 9. It strengthens collaboration ➔ Process management ➔ Cross team collaboration ➔ Shared language ➔ Brand consistency Establishing transparency, efficiency and effectiveness of decision making processes across departments. Ensuring a shared goal: consumer relevance.
- 10. It brings purpose ➔ Relevant solutions for real-life needs ➔ From passive consumer to active contributor ➔ Brand loyalty ➔ Insight into experiences, opinions and usage ensures innovative solutions of real value for real people.
- 11. It’s not that hard ➔ Curiosity is a natural human skill - exploit that! ➔ Test different setups until you find the one that works in your organisation Consumers love to contribute if you let them. Get out there and do it. Start small, pose the right questions, and act on the answers you get. You can do it!
- 12. And remember… Consumer involvement is not just a tool or a method. It’s a mindset and a culture. Therefore, involve departments across the organisation and make sure to get engagement from decisionmakers to prioritise the effort in a long term perspective.