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Leveraging the Power of Consumer-Led Innovation

Paul Crowe, Ipsos InnoQuest, in Ipsos Point of View, 07/2009

Consumer-led innovation represents the next evolution in consumer packaged goods (CPG) product development. By increasing the voice of the consumer in your new product development (NPD) process, you can develop better innovations with a greater chance of success in the marketplace. Also, there is a greater probability that these ideas will address a true consumer need, as consumers play a direct role in their development. And by doing this in an interactive environment, ideas get built upon and refined along the way. Finally, this approach typically takes significantly less time (and money) than standard approaches.