Message to Starbucks: Consumer idea generation is not one-size-fits-all

Listen up, Dell and Starbucks and all the other companies that turn to consumers for new ideas about products and services. There’s a better way to pry good ideas out of your customers than through the same old standard online platforms—you know, the ones that provide all users with access to other users’ ideas and that group ideas into categories such as “Products” and “Experience.” As a new study in the Journal of Marketing suggests, that one-size-fits-all approach may be counterproductive. According to the study, online idea-generation platforms should instead tailor themselves to the industry-specific knowledge of the customer. —> Read More