Reinventing the Role of Consumer Research in Today's Open Innovation Ecosystem

Consumer research (CR) has played a key role in the food and beverage industry. Emerging from laboratory product-tests, it has evolved into a corporate testing service that measures the consumer reactions to products/concepts using a wide range of analyses/metrics. We propose that CR transform itself in light of accelerated knowledge expansion, mounting global, and local economic pressure on corporations and changing consumer needs. The transformation moves from its traditional testing into creating profoundly new knowledge of the product and understanding of the corporation's current and future customers. CR's tasks will involve: contributing/expanding science, applying open innovation principles, and driving consumer-centric innovation. We identify seven paradigm shifts that will change CR, namely: a different way of working-from testing to open sourcing; from good corporate citizen to change leader; open new product development (NPD) process; new management roles/cultures; universities and industry, new education curricula, and cooperation; from battle over control to sustainable sharing is winning model (SiW); and the central role of design. This integrative, innovative CR requires the implementation of three recommendations: start the change process now, fine-tune along the way; create a new marketing/CR department; and educate and professionalize. These recommendations provide the blueprint for jump-starting the process and call for immediate actions to deal with the severity of the crises facing the CR profession.