The 30-60-90 Routine: Structuring Community Feedback for Value Co-creation

This study examines how an Italian SME specializing in cycling training equipment, structured community feedback to fuel continuous product innovation. Drawing on Service-Dominant Logic and Open Innovation frameworks, the research adopts a mixed-method longitudinal case study combining quantitative surveys (1,037 responses) and qualitative analysis of digital touchpoints including Zendesk, Strava, Instagram, and Facebook. Findings reveal that post-use channels generate significantly higher diagnostic feedback quality (4.9/5) compared to social media (2.8/5), confirming that value-in-use is the primary driver of actionable innovation. To resolve the organizational paradox between openness and cognitive overload, the firm formalized the "30-60-90 Routine", a six month temporal framework structuring feedback intake, prototyping, and community communication. The study contributes an empirically grounded, replicable blueprint for SMEs seeking to operationalize co-creation without sacrificing internal efficiency.