Video: Thursday, 29 November 2018

Companies that design radically new products for aesthetics, for an emotional experience or to suit the identity of the user, are better off not asking customers for their opinions – that was the outcome of research done by RSM’s Professor Jan van den Ende. He was interviewed about it by BBC World Newson 2 November 2018. Watch Prof. Van den Ende explain to the BBC’s massive global audience how customer input in the design process of new products is valuable when it concerns the functionality, and how customers don't know what they want when it's not about functionality.

BBC World News interviews Jan van den Ende

Prof. Jan van den Ende

Professor of Management of Technology and Innovation

Rotterdam School of Management (RSM)

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