Can MC Enhance UK’s Medal Winning Prospects for the 2012 Olympics? Participate in Survey on Personalised Footwear

Survey sample The Elite to High Street Project is an inter-disciplinary project at Loughborough University in the UK that focuses on the personalisation of footwear. Researchers in Sports Technology, Manufacturing, Industrial Design and Ergonomics are working together to deliver sports footwear optimised for the individual.

It is hoped that results of this project will contribute to the UK's medal winning prospects in the London 2012 Olympics and Paralympics, with a longer-term goal of bringing personalised sports shoes to the high street.

As part of this project, Matthew Head has been investigating how potential customers can be integrated into the personalisation process. He is in the process of developing the YourStep system: a toolkit that is intended to form part of an in store running shoe personalisation process. The aim is to increase consumer understanding and confidence in the personalisation process, which will hopefully minimise regrets customers may experience after purchase.

Matthew’s prototype toolkit is available online at, and he would welcome feedback. It takes around 10 minutes to complete, and the results will hopp to shape the future development of the system. Please participate in this research!

Any further feedback or queries can be emailed to him directly at

By | 2018-06-14T09:44:58+00:00 Dezember 19th, 2010|Cases-Consumer, Co-Design Process, Footwear, Research Studies|

About the Author:

Frank T. Piller is a Co-Director of the MIT Smart Customization Group at the MIT Media Lab, Massachusetts Institute of Technology, USA, and a chair professor of management at the Technology & Innovation Management Group of RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. Before entering his recent position in Aachen, he worked at the MIT Sloan School of Management (2004-2007) and has been an associate professor of management at TUM Business School, Technische Universitaet Muenchen. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the leading experts on strategies for customer-centric value creation, like mass customization, personalization, and innovation co-creation. His recent analysis of the crowdsourcing business model “Threadless” (co-authored with Susumu Ogawa), an innovative crowdsourcing business model in the fashion industry, has been elected as one of the Top-20 articles in MIT Sloan Management Review.