Increasing levels of pressure also increase the risk of making mistakes: Companies are developing products according to the requirements of their customers and overlook the fact that what people need can easily and quickly change. Offers are aimed at the analog rather than digital market, therefore missing a key target audience whose training is characterized by smartphones, apps, and fitness wristbands. Product developers and marketeers within the sports industry are letting important trends pass them by, simply because they only examine traditional sales channels and miss emerging trends on social media.
In our time of dynamic change, the key to an innovation's market success is to include customers as early as possible in the development process. Once a faulty product or a digital business model has been implemented, it is too late to change it. The new white paper "ISPO Open Innovation – Customers as Development Partners" shows which part customers play in the development process:
The white paper "Customers as Development Partners" explains which part consumers play in the development process and how they can be included. Development partners are selected consumers, so-called "consumer experts": Consumers whose lifestyle and training behavior sets them one to two years ahead of the mass market. Consumers who are keen to play an active part in developing future products and offers. Consumers who want to incorporate their creative potential into the ISPO Open Innovation platform, the sports industry's biggest development community.
The white paper "Customers as Development Partners" is now available here for you to download free of charge.