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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Summary and outlook
verfasst von : Aline Krämer
Erschienen in: Low-Income Consumers as a Source of Innovation
Verlag: Springer Fachmedien Wiesbaden
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When it comes to doing market research for new product development, companies have traditionally seen consumers as a
source of information
who “speak only when spoken to” (von Hippel 1978, 243). The company’s role is to capture their needs and preferences, and ultimately to develop appropriate solutions. Over the last decade, researchers and practitioners have realized that consumers can also be a
source of innovation
, helping discover solutions that meet their own needs.