Your customers will tell you what they want

Innovators must engage with customers to generate insights and ideas for products. However, many innovation teams rely on third-hand reports rather than interacting with customers directly. Customers use social media channels such as YouTube, blogs, and Twitter to share their thoughts and opinions on products, but many innovation teams are not listening to this feedback, which could lead to missed opportunities for improvement. By engaging with customers and listening to their feedback, teams can learn about unmet customer needs and potential workarounds that could help improve the products.