For a successful product launch, the consumer must be taken into account in the innovation and development processes
What would happen if your product is not well liked due to poor targeting or because it does not meet the consumer’s expectations?
You would have to reconsider the time and money investment that was made. This is why involving consumers from the very beginning of the innovation process will contribute to targeting new developments according to their tastes and needs, as well as to meeting their expectations.
Customer or potential customer feedback is a key consideration when planning a new strategic direction in product innovation, covering a market segment, developing a new product range, accessing a new market, or improving an existing product or service.