How to Involve Customers in the SIT Innovation Process

To create new value for customers through innovation, it is important to understand their needs and wants. To gain insights on customer behaviors, emotions, and beliefs, you can listen to what they say, especially to other customers through social media, watch them using field research, ask them open-ended questions and use laddering, and involve them in the innovation process using the Function Follows Form process. The Voice of the Customer, used together with the SIT Method, can help improve your innovation effectiveness.