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Learning from your customers to identify new markets

A broader approach to innovation

Learning from your customers to identify new markets Category: Organizational Culture
Type: Workshops and Seminars
Duration: Between 5 and 8 hours
Format: Classroom formatBlended formate-learningRapid format
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As soon as markets became saturated, every company had a 360 degree turn to see which were really the consumer’s needs. However, even with the Closed Innovation paradigm in their minds, the companies were only able to observe and analyze the consumer, without bearing in mind even the possibility of collaborating with him. But it seems that the time to rethink the innovation culture has come. Throughout this module we will explain in what ways we can extract the full potential from those consumers willing to innovate, the process to follow and the benefits the company can extract from such a surprising collaboration.



  • To understand the term Open Innovation and its benefits as well as the term Crowdsourcing
  • To understand the current situation about consumer-innovators
  • To establish the suitable process to collaborate with consumers
  • To understand the motivations that lead consumer to innovate
  • To understand the cultural changings and the process the company will have to suffer


  • To develop an appropriate innovation strategy that integrates consumer in the innovation process according to the Open Innovation principles
  • To manage the consumer integration in the innovation process
  • To understand the consumer-innovators’ current state
  • To understand consumers’ motivations to get their collaboration
  • To understand the necessary cultural changes to assist consumers
  • To go deep through some examples and real case studies that illustrate this new paradigm