Consumer-led
Johnathan Bonnell and Jason Theodor explain in a two part series on Experience Matters how technology is increasingly closing the gap between manufacturers and consumers.

“The chasm between consumer feedback and product offerings has virtually been erased, and this convergence has created a new opportunity in co-creation: companies and consumers working together to co-create products, services, or improve upon an experience.

We’ve found and believe that this co-creation can be consumer-led (where the consumer is deeply involved in almost the entire product creation process, a de-facto member of the product & marketing team) or brand-led (the direct involvement of the consumer ends with providing a new idea or suggesting an improvement).”

Read full story: Part 1 | Part 2