Societal and markets trends are pushing for an increased servitization and value propositions that expands over the entire life cycle. Product-Service Systems (PSS) have become more popular as a mean to address these trends. Noticeably, the recent discussion on the topic of Smart PSS has spotlighted the opportunity of collecting data from all different phases of the product lifecycle in a way to increase the company’s ability to know more about  ‘what do customer wants’. By combining customer experience and engagement aspects with physical context information (i.e., data obtained from diverse IoT devices) manufacturers can foresee market opportunities that may tend to remain hidden and tacit when applying classical needfinding methods and tools, such as interviews and observations.


This workshop will be divided in 2 parts. Initially, it will investigate how methods and tools for Voice-of-the-Customer analysis shall change to incorporate such a ‘data opportunity’ in the process of designing PSS both in a B2C and B2C context. Then, it will ask the participants to reflect on where the opportunity is the greatest with regards to collecting data for the benefit of needfinding activities in PSS design. The workshop will welcome both co-located (if possible) and remotely joining participants. 


Date and Time: To be published ASAP, workshop duration approx. 3 hours.


Moderators: Marco Bertoni (, Tobias Larsson (

Co-moderators: Carl Toller (, Raj Jiten Machchhar (

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