In the process of innovation, should a company always should consider inputs from consumers?
This question brings two quotes to mind (i) "If I’d asked my customers what they wanted, they’d have said 'a faster horse'."—Henry Ford; and (ii) "We don't ask consumers what they want. They don't know. Instead, we apply our brain power to what they need, and will want, and make sure we're there, ready."—Akio Morita. It stands to reason that companies should not always—here, there, and everywhere—seek inputs from consumers: this is neither desirable nor, in any event, possible. This said, in a world of continuous flux and information overload, it definitely helps to understand the ecosystem of a proposed product or service (if they are to meet needs). Some organizations use mindsets and protocols from the field of design, which springs from deep user understanding, to unlock opportunities. Design is more important when function is taken for granted and no longer helps stakeholders differentiate. Design thinking revolves around three phases: inspiration, ideation, and implementation. During these phases, problems are framed, questions are asked, ideas are generated, and answers are obtained. Design Thinking, available at https://www.researchgate.net/publication/266477210_Design_Thinking, may be of interest.
Article Design Thinking
Well!
I agree with Mr. Serrat but only in the case of new product as consumers really can't even imagine what they can have but when it comes to innovations in existing product then yes consumer views must be taken into considerations as they give better insights about the changes. Since the product is already available it is not an impossible task to take consumer views.
Azhar:
In the course of innovation, it is preferable but not essential that a company considers inputs always from consumers?
Often, it is difficult for a consumer to ask or guess for an innovative feature, when he or she cannot visualize what benefits that feature brings to him or her.
Take for example, I-phone innovation. I do not believe, consumers would have asked for those sleek touch-screen interfaces on the first place, But, when those features got out in open, consumers could then provide reasonable feedback. Consumers could then provide what he liked and what he did not like in that products.
Article Development of Innovative Products in a Small and Medium Siz...
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