B2C screening in the fuzzy front end : A case study on how B2C can adopt B2B innovation screening on the consumer insight screening process

Abstract: Purpose: The purpose of this study is to create practical guidelines for mid-level managers on how to structure their screening process of customer insights. In doing so, the study draws comparison between B2B and B2C innovation funnels and investigates what aspects the consumer market can benefit from in a global environment. Method: This is an explorative case study composed of two clusters of respondents that were interviewed, 9 data users and 8 business leaders. The data users were interviewed first to understand the purpose of why business leaders do their screening. Inductive analysis was performed generating a thematic analysis with three layers of themes. Findings: The study shows that even if the B2C market is more volatile there is still a call for further structuring, this need to be done regarding the collection and refinement stage where communication must be clear and purposeful to provide the screening stage with actionable ideas. To sustain such a process, a feedback system needs to show results to maintain the process purpose and further develop the process. Theoretical and managerial implications: This thesis gives light on the differences and similarities between the B2B and B2C screening processes. Showing mainly that focusing on a more standardized collection provides higher quality ideas and increases the number of ideas submitted. Secondly, it shows that the purpose of a good feedback system is to provide not only information on further developing ideas but also to continue evolving the screening process.