They don’t always know what they want, and some argue that it is not possible for a consumer to ask for something that doesn’t exist, but they are often a good place to start.
We run co-creation and creative events, over one or two days, to explore consumer behaviour and gain insights into their experience of the product, what’s good about it, what’s bad, how could it change, what doesn’t it do that it should… and we always have tea and cakes.
As Henry Ford once said: “If I’d asked my customers what they wanted, they’d have said a faster horse.”
