Tag Archives: creative consumers

Why consumer creativity is at least as important as lead userness

This is Pierre Berthon. In 2007, he published “When customers get clever: Managerial approaches to dealing with creative consumers” with Leyland F. Pitt, Steven M. Katesand Ian McCarthy (who commented on a previous post). In this paper, the authors distinguish … Continue reading

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They are 150 000 creative minds!

They come from the entire world to share their unique point of views on brands and products. What can an art student from Paris, a housewife from San Francisco and a seller from Beijing have in common? They are all … Continue reading

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