BBC World News interviews Jan van den Ende Thursday, 29 November 2018
Companies that design radically new products for aesthetics, for an emotional experience or to suit the identity of the user, are better off not asking customers for their opinions – that was the outcome of research done by RSM’s Professor Jan van den Ende. He was interviewed about it by BBC World Newson 2 November 2018. Watch Prof. Van den Ende explain to the BBC’s massive global audience how customer input in the design process of new products is valuable when it concerns the functionality, and how customers don't know what they want when it's not about functionality.
Also watch the Discovery video about Prof. Jan van den Ende's research below.
Read the original Discovery article on Prof. Jan van den Ende's research here, and the research paper here: 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. Volume 33, Issue 4. July 2016. Pages 418-434.
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