1. Who are consumer collaborators?

Participative marketing defines five types of customer with whom companies can collaborate to innovate. These customers are identified thanks to the information available in your company's customer database.

Lead users": these customers are at the forefront of the industry in question. They have a particular interest in seeing the product evolve to meet their needs and expectations. They are capable of imagining solutions to improve existing products. They can be described as "precursor customers".

Expert customers: the company considers these customers to be experts, because they use its products regularly and repeatedly. They have accumulated experience of use in different contexts. These customers have the ability to appropriate the innovation and bring it to life outside the scenarios imagined by the company.

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