Why consumer research matters to suppliers

Automotive Design & Production, August, 2005 by John Cleveland

Integrating the voice of the end consumer into your product innovation process will probably require changes to your development process. Admittedly, what we're recommending is time-consuming; it requires additional resources; and it slows down the front end of the process. However, over the long term, it significantly reduces the risks of investments in innovation; it builds relationships with your important constituencies; and it helps uncover new opportunities for innovation.

By John Cleveland, Vice President, IRN, Inc., johnc@irn-auto.com