This document discusses engaging customers in an online community to generate ideas. It recommends inviting customers to discuss problems and needs, set directions and vote on ideas. By encouraging and incentivizing participation, this allows latent customer needs and approved ideas to emerge from collective discussion and ideation. The organization then quantitatively verifies the most popular ideas.
8. Initiate discussions, set directions, throw pointers and moderateThat’s a great response, let’s refine and vote for top ideas.Let’s get some ideas on what new stuff you’d like.What about our packaging?
9. Encourage and incentivizeIts not just the reward, but, the empowerment, the recognition, and, the creative involvement that makes them participate
10. As a result of collective discussion and ideation, most latent needs and most approved ideas will emerge which can then be quantitatively verified
11. What do you get?Not that research is useless, just that simple things can be useful too