Consumer Co-Creation at Nivea

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A case study presented at the MRS Conference Research 2010 in London. Beiersdorf / Nivea's continuous co-creation initiative throughout the early phases of new product development is depicted: in particular, social media analysis via netnography as an "entry" project" to investigate potential innovation spaces and an online co-creation study with playful and interactive tools to engage the customers and select the most promising ideas.

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Consumer Co-Creation at Nivea

  1. 1. Consumer Co-Creation at Beiersdorf The Case of Nivea Body Care Volker Bilgram, HYVE AG Dr. Stefan Biel, Beiersdorf AG MRS Conference Research 2010 London, March 23-24 1
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  3. 3. 3 http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ (Creative Commons)
  4. 4. Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate 4
  5. 5. Listening to the consumer conversations in social media 5
  6. 6. Original consumer statements on scents I'm happily sitting here with the smell of Old Spice wafting to my nose and I'm reminded of the smells of my youth when every kid's father smelled just like I do now. On the one hand it's bringing me back to my youth. On the other hand, I'm feeling old. http://forums.eslcafe.com/korea/viewtopic.php?t=21646&postdays=0&postorder=asc&start=0 I use men's deodorant, lynx roll on antiperspirant or spray to be exact. I never smell even after a workout. I don't like the smell of women's deodorant and personally don't think it's strong enough http://www.bubhub.com.au/community/forums/showthread.php?t=138201&highlight=deodorant&page=2 i use rexona atm..but im thinking of changing to mens deodrant since its been getting rather hot lately I like dove too, that is what I use, I have the one with the cucumber smell, you'd think that'd be gross http://www.bubhub.com.au/community/forums/showthread.php?t=138201& highlight=deodorant&page=2 but I loooove it! http://www.divine.ca/forum/en/viewtopic.php?t=499&p ostdays=0&postorder=asc&start=0 I have a bad habit, I can`t stand several smells. I never got completely satisfied with the deodorants I used. The last one was Dove, I loved it... but the smell of it conflicted with my perfume in the clothes. http://forum.autohoje.com/showthread.php?t=35412&page=2 6
  7. 7. Gaining consumer insights and product solutions from conversations in social media product Research Social Media Social Media Data Analysis Product Definition Selection Observation and Insights Solutions 1 2 3 4 5 7
  8. 8. Benefits of listening to your customers via Netnography Immerse yourself in the consumers‘ world and conversations Meet your customers in a natural and unaffected environment Listen to hundreds of consumers and get to know them before you talk to them and enter into a deeper relationship Get a deep understanding of your customers‘ true and anadulterated needs and concerns Gain rich consumer insights in an unobtrusive way 8
  9. 9. Co-creating new products at Nivea Listen Ideate Conceptualize Co-Creating New Products Refine Enhance Evaluate 9
  10. 10. How do we innovate best? “The best way to have a good idea is to have a lot of ideas.“ Linus Pauling 10
  11. 11. So now we have a lot of ideas… 11
  12. 12. Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate 12
  13. 13. Enriching and selecting ideas in an online co-creation study 1 2 Immersion into Topic Idea Exploration 3 4 5 Idea Evaluation Idea Enrichment Developers’ Index 13
  14. 14. Benefits of involving consumers for idea enrichment and selection Identify diamonds in the rough and select the best ideas Ask the right questions in the language of your customers Have consumers enrich and further develop the ideas and concepts in a playful and compelling environment Find new fields of application for product ideas Get consumer feedback in an early stage of New Product Development 14
  15. 15. Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Enhance Refine Evaluate 15
  16. 16. Refining and conceptualizing product ideas with lead users 16
  17. 17. How to embark on a continuous co-creation strategy Ideas & Concepts Design & Engineer Test & Launch Netnography Online Co-Creation Study search & acquire Co- Creation Project assimilate closed open & exploit 17
  18. 18. Volker Bilgram Co-Creation Research e-mail: volker.bilgram@hyve.de phone: +49-89-189 081-409 web: hyve.de twitter: HYVE_CoCreation blog: value-co-creation.blogspot.com profile: https://www.xing.com/profile/Volker_Bilgram 18

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