‘Always listen to your customer’ might not be the best advice when designing new products, says Professor Jan van den Ende of Rotterdam School of Management, Erasmus University (RSM). The results of his new study show that including customers in the design process is a good idea only when developing radical innovations designed around functionality. He found that companies that design radically new innovations for aesthetics, or for an emotional experience or to suit the identity of the user, are better off not involving customers.

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This video is based on the paper Candi, M, Van den Ende, J. & Gemser, G. (2015). Benefits of Customer Codevelopment of New Products: The Moderating Effects of Utilitarian and Hedonic Radicalness. Journal of Product Innovation Management: http://bit.ly/2cjjHRJ