# Collaborative Prototyping Established brands show authenticity by using customer feedback. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published May 16, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/collaborative-prototyping ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## What is the Collaborative Prototyping trend? **Collaborative Prototyping:** Though smaller companies have the freedom to create products based in consumer feedback, more established brands have more red tape, and therefore must apply feedback in smaller, incremental ways. This is being implemented through small tweaks to existing products that explicitly reference real product feedback. Not only does this show authenticity, but satisfies the consumer desire to contribute to the products they consume. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 7, 2015 to Mar 13, 2017 - Published: May 16, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Collaborative Prototyping trend ### Customer feedback integration Established brands use customer feedback in smaller, incremental ways by applying it to existing products, creating an opportunity for incremental innovations. ### Personalization Loyalty apps provide personalized experiences through the use of customer-specific data, creating chances for customization innovations. ### Consumer input utilization Consumer input influences product development and flavors, providing opportunities for brands to tailor their products to changing preferences. ## What the Collaborative Prototyping trend means for industry ### For Food and Beverage The food and beverage industry can use these trends to develop new products tailored to their customer's changing preferences. ### For Technology The incorporation of customer data in loyalty apps provides opportunities to develop new technologies to improve user experiences. ### For Marketing Brands can use customer feedback and input to develop their marketing strategies and promotions to better engage their audience. ## Workshop question Brainstorm 5 new ways to leverage customer feedback. ## Trend signals for Collaborative Prototyping Trend score 3.7 out of 10, from popularity 54%, activity 48%, freshness 8%. - Popularity: 54% - Activity: 48% - Freshness: 8% ## Examples of the Collaborative Prototyping trend 4 featured examples from Aug 7, 2015 to Mar 13, 2017. - [Flavor-Swapping Chip Promotions](https://www.trendhunter.com/trends/flavor-swap): The 'Flavor Swap' Campaign Pits Old Flavors Against New Ones (Category: Marketing) Implication: The food and beverage industry can use consumer feedback to curate new products or adjust existing ones to enhance customer satisfaction and loyalty. - [Customized Loyalty Apps](https://www.trendhunter.com/trends/personalized-offers): Friska and EPOSability Provide Personalized Offers to Their Customers (Category: Business) Implication: Implementing customized loyalty apps in the food and beverage industry to provide personalized offers and enhance customer engagement. - [Cinnamon-Encrusted Kids' Cereals](https://www.trendhunter.com/trends/cinnamon-frosted-flakes): Kellogg's New Cinnamon Frosted Flakes Revive a Classic Cereal (Category: Lifestyle) Implication: The CPG industry can leverage social media and consumer feedback to create innovative products that meet customer demand. - [Reformulated Crispy Chicken Sandwiches](https://www.trendhunter.com/trends/crispy-chicken): Burger King's New Sandwich Puts a Twist on a Classic Dish (Category: Marketing) Implication: The reformulation of Burger King's chicken sandwich highlights the potential for innovation and improvement within the fast food industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)