Co-creation through conversations by InSites Consulting and Kraft Foods

Co-creation through conversationsHarnessing the power of the contemporary consumer forideation at Kraft FoodsBy Bram Verrept & Lisa Ohlin

Kraft Foods Benelux Categories

Co-creationInternal commitment and external expertise

A pro-found, stepby step processTo come to solid ideas, not justcreative thoughts

Category explorationGathering all relevant info for insight exploration

Co-creation two-stage ideationMarketers, R&D, agencies and consumers working together INTERNAL EXTERNAL Product & insight Consumer idea WHAT generated ideation generation Innovators and WHO Marketers/R&D/Agencies influentials WHEN 1 day 3 weeks WHERE Group brainstorm Online platform HOW Creative session Moderated ideation

Internal IdeationsessionTwo days, 12 women/14 men, a lot of food,inspiration, fun and creativity

Consumer idea generationWEEK 1Who: InnovatorsWhat: Idea generation (individual)WEEK 2Who: Innovators + InfluentialsWhat: Idea generation and idea finetuning (interactive)WEEK 3Who: Innovators + InfluentialsWhat: Consumer Idea finetuning + feedback Kraft ideas

Week 1:Individual IdeationInnovators individually come up with ideas

Week 2:Interactive ideationIdea generation (cross-fertilization) and idea +finetuning (adding relevance)

Week 3:Bringing the ideas togetherConsumer Idea fine-tuning and consumers to feedback onKraft ideas INNOVATORS INFLUENTIALS Kraft Ideas Consumer Ideas Relevant cross- category ideas

Key learningsA thorough process with a clear ROI.• Consumers and brands central to the process• Contextualisation and strong visualisation to make the ideas even more powerful• Both ST “quick wins” and LT “ideas for development” for maximum actionability

Bram VerreptBverrept@kraftfoods.comLisa OhlinLisa.ohlin@insites-consulting.com

Co-creation through conversations by InSites Consulting and Kraft Foods

by InSites Consulting on Nov 18, 2011

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Co-creation through conversations by InSites Consulting and Kraft Foods — Presentation Transcript