Table of Contents
Preface v
About the Authors vii
Chapter 1 Customers at the center stage 1
1.1 Introduction 1
1.2 Opening and closing the solution space 3
1.3 Customer integration along the different NPD phases 7
1.4 Customer integration for service innovation 13
1.5 Types of customers 23
1.6 The strategic cornerstones of customer integration 26
1.6.1 Customer orientation 26
1.6.2 Manufacturer active paradigm (MAP) and customer active paradigm (CAP) 29
1.6.3 The four basic strategic approaches of customer integration 35
Chapter 2 Direct approaches to open the solution space: Users as creativity machines 43
2.1 Customers and creativity 43
2.2 Direct online tools for opening the solution space 56
2.2.1 Goals and scope of direct online tools 61
2.2.2 Online idea competitions 68
2.2.3 Virtual communities for idea suggestion and cocreation 72
2.3 Direct offline tools for opening the solution space 78
2.3.1 Creativity workshops with ordinary users 78
2.3.2 Lead user workshops 89
Chapter 3 Indirect approaches to open the solution space: Methods to identify latent needs 99
3.1 The relevance of latent needs 99
3.2 Ethnography 103
3.3 Empathic design 107
3.4 Netnography 109
3.5 Focus group workshops 112
3.6 Service blueprinting and customer journey workshops 117
3.7 Laddering technique 122
3.8 Critical incident technique 128
3.9 Zaltman metaphor elicitation technique (ZMET) 131
3.10 Repertory grid 133
Chapter 4 Approaches to close the solution space: Customers as evaluators 141
4.1 Preference tests and test errors 141
4.2 Qualitative and quantitative preference tests 145
4.3 Respondent selection 151
4.4 Typical question set 156
4.5 Concept tests 160
4.6 Product tests 164
4.7 Conjoint tests 171
4.8 Store and market tests 182
4.9 Go/no go decisions and market demand forecasts based on test results 185
Chapter 5 Integrated approaches to open and close the solution space: Multiple customer interaction 191
5.1 Design thinking 191
5.2 Outcome-driven innovation (ODI) 200
5.3 Quality function deployment (QFD) 204
5.4 Market scrums 212
5.5 R&D alliances and NPD networks with customers 221
5.5.1 Contract 221
5.5.2 Joint ventures and strategic alliances 226
5.5.3 Innovation networks 229
Chapter 6 Development of organizational customer integration capabilities and implementation of customer integration in NPD and NSD 239
6.1 Three process-related customer integration competencies and the customer orientation mindset 239
6.2 Customer information acquisition capabilities 243
6.3 Customer information dissemination capabilities 245
6.4 Customer information utilization capabilities 249
6.5 The way ahead 253
References 257
Index 287
