In this thesis it is argued that customer involvement aims at developing customer knowledge with an emphasis on sticky information such as customer latent needs. It is further argued that sticky information and insights cannot be detached from the social context in which they are generated. Therefore, the transfer of sticky information and knowledge requires deeper interactions and processes of communication. By allowing customers to innovate on their own or by spending time with them and actually taking part in activities with them, deep insights and new ideas have an opportunity to emerge.
A special emphasis is put on supporting techniques as these are the means by which customer information and knowledge are created. In addition, results are provided showing that customer involvement in innovation pays off. Companies that engage in collaborative innovation with customers can expect improved customer satisfaction, customer loyalty, and profit margin.