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Boosting a customer centric approach for innovation

The challenge

Implement a customer centric approach to the innovation processes of an international brand specialised in flower pots made from recycled plastics.

The approach

Given that the organisation still needed to boost their consumer-centric way of thinking, we set up an ideation session and a qualitative consumer concept exploration to have them experience the value of involving the customer in this process.
Consumers in the Netherlands, the UK and Germany were directly involved in the development process throughout  a three months period.
To ensure for a regular consumer footprint in the process, we set up a ‘consumer monitor’ by which the company was able to interact with their consumers every three months.

The results

The results of this project led to the launch of several new products which were based (as will any other in the future) on a consumer centric approach.

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