Marketeers do not listen to consumer for innovation
Consumers must be the leading entity for innovation. This because organizations innovate for them. But listen organizations to consumers?
According to a survey in 2006 organization hardly listen to consumer when they innovate. Because of the hard competion and chanches of succesful innovation are becoming every day more less listening to consumers is becoming a hard thing. Instead marketeers put succesful products into new boxes and try to sell them again. And when they try to involve consumers it is already too late. This because the product is already on the market or in development. These findings are a result from a survey conducted by Beagle Creative Marketing Consultancy and the University of Amsterdam (uvA). The survey is conducted under 100 marketeers from A-brands.
According to the survey many organizations lack an innovatiestrategy and –structure for innovative projects. All marketeers know the should have and strategy and structure to innovate but do not have and do it. The survey tells us that the short term results are more important than the long term results. Main reason for this is keeping up with the competing and to remain competitive. Well let me tell them that this short term thing will end in losing customers! And what is then your long term profitability?