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Chang is on the consumer research team at LG's Household and Healthcare. He focused on product design, evolution and innovation. Internal and external forces help companies innovate.

Key takeaways:

• Customer research in Web 2.0 is the focus of Chang's presentation
  
• Creation of new products requires creative customer involvement
  
• Internal customers - inner creative staff and researchers
  
• External customers - expert customers and other business experts
  
• This helps companies break inertia and myopia internally and to use external inertia
  
• Look at current and customer competitors
  
• Find competitive advantages in design, quality, ads, etc.
  
• Trendspotting is necessary - possibly looking at restrictions and overcoming them
  
• Cross-pollinating teams will help drive new ideation for products
  
• Involving the right outside parties can help lead to more innovation where not expected - need to identify the lead users
  
• Experts in other industries can help find new insights that apply
  
• Darwin's theory of evolution was spawned from diversity and this is what is happening in technology today - more options let us see this evolution
  
• The milk industry shows us the evolution of product/package design - calcium milk, skim, coffee creamer, etc.
  

Here is an example Chang mentioned from Japan for a new drink called White Coffee from Kirin (better know for their beer brewing in the US). This shifts the consumer from traditional views of coffee/packaging. It could work or backfire.

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