New Blog Series: Featured Companies from the MC500 (Part 1):

MC500_Signet_2012The Customization 500 is the world's most comprehensive benchmark study of online configuration and mass customization offerings. In a new series of weekly postings, we will introduce some of companies that our expert evaluators pointed out as best in class. The order of these feature postings is more or less randomly! We will try to introduce different industries among the following weeks.


Today: Custom Food Specialist my


Today's featured company is mass customization pioneer Established in 2007, the German company offers it's customers to create their very own mix of cereals from 80+ ingredients. There is likely a fitting mixture for everybody in the about 566 quadrillion possible combinations. After a strong growth just from the beginning, company has been developing very well in the last years. Recently, they installed the world's largest automatic muesli mixing machine.



Note: How are these figures to be interpreted?

We used more than 40 parameters to evaluate the state and design features of each toolkit in our study:

Data presented for each Customization 500 company

This objective data was then matched with the performance outcome of the toolkit, i.e. the perception of our trained experts of the configurator.

For this evaluation, we used five criteria to measure the performance of a configuration toolkit in our sample:

  • Visual Realism was measured by means of one question “How realistic do you assess the visualization of the configuration process?”
  • To measure usability, the evaluators were asked to rate: "The configurator is (1) intuitively usable, (2) user-friendly as well as (3) clearly and (4) logically structured".
  • The creativity factor consisted of two items: "(1) The website gave me a lot of freedom", and "(2) I could give my creativity free rein while designing the product".
  • To determine enjoyment, the experts had to rate: "The configuration was (1) fun, (2) delight, (3) pleasure, (4) entertaining and (5) interesting".
  • To assess uniqueness following statements had to be evaluated: "My created product (1) is unique, (2) is different, (3) helps me to differentiate; and (4) no one else has such a product."

Interested in more? Here is more information about the Customization 500 (and the option to order the full study now so that you do not have to wait for 41.6 years to read all profiles).

By | 2018-06-14T07:13:21+00:00 April 12th, 2012|Cases-Consumer, Co-Design Process, Customization Trends, MC500|

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.