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.
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The Swarovski Enlightened™ IRC
http://www.enlightened-watch-design-contest.com
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The 3 Dimensions of an IRC
Innovation Research
Community
Co-Creation Marketing Research Community
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The 3 Dimensions of an IRC
Innovation Research
Community
Co-Creation Marketing Research Community
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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.
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Configured Designs
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Configured Designs
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Further Configured Designs
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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.
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Examples of Submitted User Designs

The 3 Dimensions of an IRC
Innovation Research
Community
Co-Creation Marketing Research Community
17

Gallery of User Designs
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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.
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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.
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The 3 Dimensions of an IRC
Innovation Research
Community
Co-Creation Marketing Research Community
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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
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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
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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
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Origins of Participants
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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
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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.
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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
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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