Use-driven innovation in your sector or company

Customer relationship and experience management techniques have evolved considerably since the early 2000s. It has become essential to take into account a product's use value, or the quality of the service rendered, in the development cycle. In addition to product function and value for money, social or emotional value must also be considered.

The usage-driven innovation model is defined as the mechanism a company uses to observe customers using its products or services. These studies capture elements that enrich or give rise to products based on the situations observed. This model therefore requires R&D and marketing processes to be adapted to include short loops of interaction between the customer and the company.