Bringing the Customer Closer to the Innovation Process

Abstract: Problem Definition: The Swedish foresight division, SFD, of Bramble AB is charged with developing concepts for new products and innovations. At the time, this process is generally disjointed from external input from customers about the needs of the target group. Ideas are generated based on hypotheses, proposed by the employees at SFD, after which concepts are developed and tested internally. However, the validity of the hypotheses is rarely tested. This suggests an opportunity for improvement to the innovation process within SFD by including external information from potential customers to more effectively meet the market needs. As a part of this thesis external information is gathered through personal interviews with potential customers with the purpose of increasing SFD’s information base about the domain of business meetings. This method produces qualitative data which can be utilized in the innovation process. However, the information obtained may be differently suited for different phases of the innovation process. As such, an analysis is required to evaluate what type of customer input is suitable in the different phases of the innovation process. Purpose: The purpose of this thesis is to explore how external input from the customer can be utilized in different phases of the innovation process at Swedish foresight division of Bramble AB by (1) describing and analyzing the current innovation process and (2) conducting market research about the domain of business meetings as an implementation to include external input in the innovation process. Furthermore, recommendations are made as to iii how to include external input from the customers in the innovation process at SFD at Bramble AB. Methodology: Due to the dual characteristics of the purpose, the methodology is twofold. For the first part of the purpose the innovation process of SFD is described, which corresponds with a descriptive research strategy. The research conforms to a case study. The data used to describe the innovation process at SFD is both gathered through unstructured interviews without specific interview questions, and through semi-structured interviews with three key persons working in three different projects. For the second part of the purpose a market research is conducted in order to generate knowledge about needs and behaviors of customers, which corresponds with an exploratory research strategy. The chosen method for the market research is personal semi-structured interviews. The primary data collected through the interviews is following an interview guide. Thus, the market research method conforms to a qualitative case study. Conclusions: SFD adheres to an innovation process, which combines a supply-push and demand-pull approach and includes feedback loops and iterations of phases. New products and solutions are developed with a focus on the customer. However, external input from the customer is currently limited throughout the innovation process. Analysis of the empirical findings revealed the need for different types of knowledge in the different phases of the innovation process. Through the application of theory, suitable modes and methods of customer involvement could be assigned to the phases of the innovation process at SFD. Methods where customers take a passive role are suitable for the early phases of the innovation process. As the process progresses the customer may take on a more active role