Twikit is a mass customization startup that hopes to make many things parametric. With their software, companies can let consumers customize electronics, car parts or orthotics to their liking or fit. Martijn Joris is one of the co-founders of the Belgian firm. We spoke to him about mass customization, including the applications that have a high degree of interest, such as the automotive market and things like braces and jewels. We also discussed less well-known applications such as sporting goods.

Mass customization has long been a buzz word for conferences but is it really coming into its own? What is going on day to day in mass customization and is it growing? Martijn gives us an idea of what is going in their market and how Twikit works. We also talk about what is important in a mass customization solution and some limitations of mass customization. What kind of things do people want to customize and when will they be interested? Give this episode a listen and let us know what you think.