When the newest Hummer SUV rolls out this year, it will be sporting a variety of new features developed from an unexpected source: everyday drivers. For the first time, buyers will see changes to the Hummer that reflect key interaction between consumers and designers.

Whether they are selling cars, toys or fast food, today's companies are tapping consumers as never before to help them create new products. Whirlpool wants average consumers to use their home PCs to help the company make changes to new designs for home appliances. Dannon recently sought consumer input when its reduced-fat Light 'n Fit yogurts were getting squeezed by rivals offering slimmer fare. Toymaker RC2 has been working with a group of average consumers who now have vetted 25 new products for the company.

Without question, consumer insight is more important than ever. However, some analysts wonder if it's wise for businesses to let amateurs design their products. Wise or not, they're doing it. Customers are putting in their two cents on cars, insurance products, fast food, toys and appliances. Marketers appear to have concluded that instant feedback is one way to cope with the pressure for shorter product cycles and with the high failure rate of new products.