By Jonathan Earle

Companies seem to fall into the trap of doing the bare minimum when it comes to working with their own customers – everything from customer research, which many admitted felt like a tick box exercise, to insight development, and taking those insights and co-creating products, services, applications or experiences. Many talked about how great companies such as Lego are in this space, as detailed in Marketing Week’s recent interview with Conny Kalcher, VP of marketing at the toy maker.

In part, much of the problem is how complicated the product development lifecycle is and how many stakeholders need to sign-off on Read full story ›

Source: Marketing Week