Creating a customer community to drive innovation

What does the next generation workforce want from vending machines? This was the challenge that the National Automatic Merchandising Association (NAMA), the leading trade group for the food and refreshment vending industry, needed to tackle. To help NAMA members better understand the needs, habits and preferences of younger workers, we created and managed an online community of millenials. The community was encouraged to share and discuss food and refreshment ideas and produced eight viable innovation opportunities for members to pursue.