How much time does it take for a product to go from conception to commercialization? It takes months, often years, for companies to plan, research, test, iterate, produce, market and release their products for consumers to buy and use.
Traditionally, companies rely on market research to guide their efforts to creating products that users will want to buy. However, a lot of this market research involves looking at the competition, future trends, or what new technology is available. Forward looking companies are increasingly relying on consumer reports, focus groups and surveys to guide their decision making, as well as hard data from sales of previous products.
But even these have their limits - predicting what future customers will want via surveys and consumer reports is useful, but consumers aren’t included as a part of the marketing team. This means they are often unable to contribute meaningfully to the creative process.
Co-creation is the next step in this evolution, enabling the future consumer to real part of the marketing team - meaning you will be able to produce a product that truly suits your consumer’s needs.
So make sure the first feedback you get from your consumers isn’t a sales chart. Involve them from the get-go and you’ll see just how much they can contribute.