Customer-centric innovation revolves around customers and their needs. The process starts with insights on customer needs with the goal of designing a new product or service that delivers on these needs in a way that is intuitive and accessible to customers.
Customers may be involved in various ways, for example, ideas generation, market research and at-home testing.
It is possible for a company to be customer-centric without surveying customers directly and explicitly as insights about needs may be obtained by simply observing customers in their natural environment.
Learn more about customer-centric innovation.
Investigate more terms and definitions for new product development in the NPD glossary.