Naturally in order to have a successful new product, you have to have a group of consumers willing to buy it. So I think it’s important that innovation teams meet consumers early in the process when they’re developing concepts.
It makes sense to involve consumers early in the innovation process. This way you haven’t invested too much time and money in developing concepts. It also means that your innovators haven’t become too emotionally attached to one favourite innovation idea or product. By testing out several ideas when they are still seedlings rather than fully-formed products, you can begin to get a broad understanding about what consumers are attracted to.
But who should you meet? When you have an established product, it is relatively straightforward to establish who should be in your focus groups. It’s much harder for innovation teams to determine who should evaluate