Jens-Uwe Meyer
Author:
Jens-Uwe Meyer

Crowdsourcing: The Consumer as Product Tester

Consumer Experts: How Product Development Works Together with the Customer

The sports industry is changing rapidly. Digitalization is giving rise to new offerings and sales channels. The life cycle of products - i.e., the span from market launch to follow-up offering - is shortening.

Avoid mistakes: Ask your customers to tell you about their requirements and let them take part in the product development.
Avoid mistakes: Ask your customers to tell you about their requirements and let them take part in the product development.

The growing pressure increases the risk of undesirable developments: Companies develop products for customer needs of today and overlook that just needs are in rapid change.

Offers are being thought of as analog instead of digital, thus missing out on a target group whose workout behavior is shaped by smartphones, apps and fitness wristbands. Product developers and branders in the sports industry are missing out on important trends because they only observe the classic sales channels and miss out on emerging trends in social media.

In this time of dynamic change, it is crucial for the market success of innovations to integrate customers as early as possible in the development process. Once a product or digital business model has been implemented incorrectly, it is too late.

1. Identify Unconscious Needs

At ISPO Collaborators Club consumers are regularly invited to participate in online discussions moderated by professional market researchers.

Through interviews and chats, specific training situations are discussed and debated. The discussions are evaluated and keyworded. Customer insights for the markets of tomorrow

are created.

2. Generation of Product and Offer Ideas

Innovations are consistently developed from the customer's point of view: Idea competitions and co-creation campaigns generate exceptional ideas for innovations that give companies a competitive edge.

3. Testing Innovative Products

Does the prototype deliver what it promises? Have all the features really been considered in the app? Do customers understand the benefits of an innovation? Product tests help companies on their way to the perfect innovation. Insights from practical experience are gathered at an early stage, and consumers provide developers with valuable tips.

4. Social Media Marketing for Market Launch

Consumers share their experiences with new products, stimulate discussions on their blogs and social media channels, and help companies promote innovations during the launch phase.

The white paper "The customer as a development partner" describes the role consumers play in the development process and how they can be involved. Development partners are selected consumers, so-called "consumer experts": Consumers who, through their lifestyle and training behavior, are one to two years ahead of the mass market.

Consumers who are keen to actively help shape the products and offerings of tomorrow. Consumers who want to contribute their creative potential to the ISPO Collaborators Club platform, the largest development community in the sports industry.

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.

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Jens-Uwe Meyer
Author:
Jens-Uwe Meyer

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Jens-Uwe Meyer
Author:
Jens-Uwe Meyer