Now That Your Products Can Talk, What Will They Tell You?

To take full advantage of the opportunities presented by the Internet of Things, companies will need to rethink many aspects of new product development — including the definition of a new product.

By Suketu Gandhi and Eric Gervet

Spring 2016

Not long ago, companies had to rely in large part on surveys and focus groups to understand what customers liked and didn’t like about their products. In recent years, social media and online ratings have given businesses new ways to learn about customers’ opinions about their products. Today, however, some of the products themselves — at least those devices that are part of the connected world of the Internet of Things — are starting to provide ...