How to be successful in Co-Creation Research

How to be successful in Co-Creation Research? The Swarovski Innovation Research Community Volker Bilgram Dr. Johann Füller Dr. Birgit Rieder Esomar Online Research 2009, Chicago

Web-based Exchange Triad Innovation Research Community An Innovation Research Community combines marketing research and co-creation with users in an online community setting. 2

The Swarovski Enlightened™ IRC http://www.enlightened-watch-design-contest.com 3

The 3 Dimensions of an IRC Innovation Research Community Co-Creation Marketing Research Community 4

Watch Configuration Tool • Configuration of own watches selecting from 24 components. • Selection and free placement of 108 different gemstones. • 1.300 configured designs were submitted by users. • 147.000 gemstones were incorporated in the designs. 6

Configured Designs 7

Configured Designs 8

Further Configured Designs 9

Upload of Freely Created Designs • Upload feature for designs freely created with graphical software. • Downloadable examples of gems and material for inspiration. • More than 700 freely created designs were submitted. 10

Examples of Submitted User Designs

Gallery of User Designs 18

User Evaluation of Designs – Stated Preferences • Evaluation of designs either with „short“ evaluation or detailed evaluation (“vote&win”). • Possibility to comment on designs and provide suggestions for improvements. • 6.000 evaluations were completed by the members of the IRC. 19

Backend Research – Observed Preferences e.g. wristbands used e.g. gemstones used • In the backend of the configuration tool, data was collected regarding the usage of components and gems for the configured designs. • In addition, preferred combinations of components and gems could be identified. 20

The Design Community • Open accessible community (short registration required). • User profiles with own avatars, created designs, evaluations and comments. • 1.652 users joined the Swarovski Enlightened™ IRC. 12.11.2009 22

User Avatars 23

Recruitment of Participants • Recruitment of (semi-) professional designers by placing banners on selected design-related websites. www.yankodesign.com • Editorial reports about the contest on relevant websites. • Word-of-mouth via 2.000 invitations sent by members of the IRC. www.elle.de www.core77.com www.design-report.de 24

Viral Effects • Independent websites reported on the contest as well as on specific submissions and created buzz all over the world. • Users from 48 different countries joined the IRC. www.trendhunter.com • 7.5 million page impressions within 8 weeks. Google search results www.selectism.com 25

Origins of Participants 26

Postprocessing – Baselworld A prototype of the winning watch design was showcased at the Baselworld – the world„s leading watch and jewellery fair.

Postprocessing – Forrester Groundswell Award • Finalist at the Forrester Groundswell Awards in the category Embracing. • Featured in “Best Practices in User- Generated Content“ for Forrester Leadership Boards. http://www.forrester.com/Groundswell/embracing/ watch_design.html 28

Benefits of the Swarovski Enlightened™ IRC Identification of customer preferences regarding wristwatches with applied gems. Insights into trends and innovative ideas. Communication of the new brand “Enlightened” and positioning as a customer-oriented and innovative company utilizing viral effects in social media. Design contest for both (semi-)professional designers and people of the target group. Implementation of a co-creation research community with Web2.0 functionalities for continuous trend research and co-creation. 29

Follow-up Contest on the IRC Platform • Design contest in the field of jewellery and necklaces. • 3.536 registered members created more than 3.000 designs. http://www.enlightened-jewellery-design-competition.com 30

12.11.2009

Your contact at HYVE: Volker Bilgram volker.bilgram@hyve.de www.hyve.de www.twitter.com/HYVE_CoCreation www.xing.com/profile/Volker_Bilgram

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How to be successful in Co-Creation Research

by Volker Bilgram on Nov 12, 2009

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How to be successful in Co-Creation Research — Presentation Transcript