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	August 27, 2008 CDI: Defined But Not Adopted Consumers Are Not Involved Enough In Product Innovation by Mary Beth Kemp with Jaap Favier, Alice Bresciani, Cindy Commander

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Executive Summary

Consumers are still left out of new product development — despite two facts: 1) An estimated 80% of new products still fail, and 2) digital technologies present an open door to learning what consumers want and need. Marketers must take the lead on integrating the customer into the new product development process on three critical dimensions: discovery, design, and deployment. To spearhead their internal process innovation, marketing leaders should get CEO buy-in to appoint a Consumer-Driven Innovation champion.

TABLE OF CONTENTS

• Consumers Are Left Out Of Innovation
• Make Consumers Feel At Home In Innovation
• Marketing Must Drive Consumer-Driven Innovation

RECOMMENDATIONS

• Assign A Consumer-Driven Innovation Champion
• Related Research Documents

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