Brands could consider involving customers in an ideation process

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2019, 12:26 PM UTC

This can lead to an optimised final idea and improve speed to market.

This article suggests measures that can help companies improve their speed to market. To this end, brands must clearly define critical business problems and the desired outcomes.

To be able to determine the speed to market, perspectives from agency and client collaborators, marketers, product lifecycle experts and buyers and sellers involved in the sales cycle should be considered. Brands must be selective in choosing people across these roles for decision making to ensure consistency.

The people selected must be given shared ownership of the process, development and outcome. The article also recommends bringing consumers into the ideation process. The real-time feedback gained through such an inclusion can be used to optimise the final idea.

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[4 minute read]