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Consumers at the heart of Innovation: Different shades of a new spectrum

Raymond Crook, Sunanda Brahma & Helen Wing

Abstract

This presentation helps brand owners reach for fresh perspectives when thinking about how to involve consumers in processes linked to innovation, to arrive at both cutting edge ideas for new product development as well as realizing the full potential of these ideas. It explains the criticality of using the right consumer at the right time and in the right way so that innovation objectives can be met within boundaries which are realistic and actionable.

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