Hyve presentation at InnoCos Europe conference in Paris, June 2011

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INSPIRING INNOVATION THROUGH CO-CREATION
Among other online co-creation tools such as crowdsourcing platforms or co-creation studies, co-creation processes are initiated by a phase of “opportunity seeking” in which the Netnography approach is applied. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights.
Practical Cases from the cosmetics industry
A toolset of co-creation and open innovation
Realizing and implementing co-creation programs form opportunities and ideas to product launch
Dr. Michael Bartl, CEO , HYVE AG.

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Hyve presentation at InnoCos Europe conference in Paris, June 2011

  1. 1. InnoCosmetics Europe Inspiring Innovation Through Co-CreationDr. Michael Bartl, CEO, HYVE AG
  2. 2. Changing Models of Innovation “Not all the smart guys work for us” from Closed Innovation to Open Innovation. Utilize Ideas, Creativity, Competences and Talent from outside the company. Processes, culture, structure and methods are adapting.
  3. 3. The informed, networked and active consumerKnowledge is democratized and canbe acquired and assimilated„anytime“ & „anyplace“ in the Web.Armed with new connective socialmedia tools, consumers are eager tointeract and exchange opinions,solutions and challenges regardingproducts, brands and their lifes.Empowered consumers are motivatedand capable to create content & userinnovations.
  4. 4. Evolutionary Steps of Market Research Co-Creation & Community Research Online Research You can’t innovate with today’s consumers using yesterday’s Telephone methods! Interviews Transfer of traditional methodsFace-to-face & to a new medium in a faster and Development of contemporary and Paper Pencil more efficient way concerning modern methods and tools to utilize Interviews Questionnaires costs, speed, reach, and at the the power of consumer communities same time ensure information . quality with the help of online • Netnography panels. • Crowdsourcing • Co-Creation Studies • Online Surveys Concept Test • Lead User • Virtual Conjoint Analysis • Virtual Interviewing Software • etc.
  5. 5. Three areas of methodological developments Observational Online Research Crowdsourcing Research Toolkits Communities Utilizing online communities Web-based, interactive,closed << intelligent and playful tools Activate the „creative >> open as source of Consumer mass“ for idea generation Insights and Innovation via (qualitative & quantitative) to and problem solving using Netnography engange and empower open online platfoms and Web-Analytics consumers
  6. 6. Three areas of methodological developments Observational Online Research Crowdsourcing Research Toolkits Communities Utilizing online communities Web-based, interactive,closed << intelligent and playful tools Activate the „creative >> open as source of Consumer Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation Netnography engange and empower and problem solving using and Web-Analytics consumers open online platfoms
  7. 7. Netnography - Online communities as source of innovation
  8. 8. Netnography - Online communities as source of innovation
  9. 9. Netnography - Online communities as source of innovation
  10. 10. Netnography – online communities as source ofTanning Desasters innovation S: MY GOD!!!!!!!! THIS SOOOOOOOOOO HAPPENED TO ME!!!! i absalutely HATE the jergens natural glow now. my neck i looked like i had a skin disease!!!!!!! it was impossible to scrub off was sooo blotchy and my dad told me the remaining parts!! i scrubbed and scrubbed at my neck with a lufa until my skin was red but the blotches still wouldnt come off!!! i ALSO have the jergens natural glow for the face(which was the biggest waste of money) because ya! i would apply it before iwent to bed and the next morning-NOTHING!! it didnt even work and it stunk horribly and gave me a stuffy nose!! i will NEVER use this line again!!!!!! TanSweetHrt4Hi Source: www.iamtan.com / no date and time availableChallenge of De-Tanning Q: I know we talked about this a little while ago, but I tried using nail polish remover to make sure the corners of my nails didnt get orange, but it didnt work. Normally I just clip my nails really short so if there is discoloration you cant really tell that much, but its really starting to bug me. The nail polish remover is acetone free... does that make a difference? Source: www.sunless.com / 10-29-06 20:01 until 10-31-06 08:39 Jamie ADifferent seasons – different tanning habits S: Fall and winter is a good time for new people to practice or for those of us who like to experiement with new techniques. Mistakes are hidden under long pants and long sleeves. Source: www.sunless.com / 10-31-06 07:25 Laurie luRacoon Eyes and cosmetical corrective I think that I have the worst racoon eyes in the world. Everyone at the gym I work at has let me know that my eyes are REALLY WHITE. I looked at a pic of me from a few days ago and it looked like my eyes where glowing in the dark! You gotta wear the goggles when you use a tanning bed so I think the best solution unfortuneatly would be to use sunless tanner. Source: www.iamtan.com rocker-tan
  11. 11. Listening in with Netnography – A systematic approach Identification and community qualitative in depth Insight translation Definition of observation and analysis, interpretation selection of online into product andresearch field software-aided and aggregation communities & service solutions sources data gathering consumer insights
  12. 12. Food Consumer Insights/Ideas/Growth Fields in food, cooking and household apparel topics. Beauty & Care Consumer Insights/Ideas/Growth Fields in grooming and (wound) care topics. Sports Consumer Insights/Ideas/Growth Fields in basketball, soccer, footwear, and outdoor equipment . Automotive and ITConsumer Insights/Ideas/Growth Fields and Brand Monitoring in the Automotive and Telecommunication Industry. Media & AdvertisingConsumer Insights/Ideas/Growth Fields & Community Building on media usage and social media marketing strategies. B2B and Services Consumer Insights/Ideas/Growth Fields on topics like Water Treatment, Credit Card Services, Hinges etc.
  13. 13. What do consumers wantin the field of deodorants
  14. 14. Highly-involved expert users such as The Undershirt Guy… … experiment with deodorant stains and possible remedies. They helped us understand the problem.Source: www.undershirtguy.com
  15. 15. Listen to what consumers say about deodorants… My husband‘s white linen and cotton shirts That yellow stain is caused by the aluminum in the deodorant. You could have this yellow deodorant stain. I have tried try spraying the underarm of your shirts with scotchguard before several ways to remove it, such as bleaching, wearing them, or if it is white, occasionally bleaching them in yur soaking in the hot soppy water, rubbing with washing machine. I get the same thing on the underarm of my white t- biochemical stain-removing stuff– all failed. I shirts. I just throw them out and buy new ones when they start even sent the shirts to a laundry. yellowing. I also have a husband who has problems with deodorant stains on his shirts. It is hard and crusty even after washing the shirt several times. I have tried several stain removers, but nothing seems to help. Any ideas? Would lemon juice or baking soda work on these stains? #3. If you just can’t get the stains out with detergent, hydrogen peroxide, or vinegar, make a paste to scrub in withDont you hate it when you notice your old toothbrush. The paste isa deodorant stain right as you are … staining is one of the formed with 1 Tablespoon of Cream ofleaving the house? Use a baby biggest issues. Tartar, 3 crushed aspirins (full-strength,wipe and its all gone! ensure that they’re white and have no colored coating), and a cup of warm Today I noticed that the areas under water. Use the old toothbrush to work the armpit, and even some areas the paste into the fabric, and then leave around the chest on the underside, are for 20 minutes. Rinse the affected area How to get deodorant off of black completely white, as if they were in warm water until the paste is shirts? I have a nice black tank top, bleached out… Does anyone have any removed. This treatment and rinse but my deodorant, no matter what clue as to what caused this? Was it just cycle can be repeated as necessary. brand I buy, I always manage to get from sweat? Was it from my Good luck to you! the white stuff under the arms. It deodorant? Was it some strange looks bad, so what’s a quick way to chemical reaction of both? Was it a remove it if I’m going out? poorly dyed shirt?
  16. 16. The consumer stain manual Source: Bilgram, V., Bartl M., Biel, S.: Getting Closer to the Consumer – How Nivea Co-Creates New Products, in Marketing Review St. Gallen, 1/2011.
  17. 17. Three areas of methodological developments Observational Online Research Crowdsourcing Research Toolkits Communities Utilizing online communities Web-based, interactive,closed << intelligent and playful tools Activate the „creative >> open as source of Consumer Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation Netnography engange and empower and problem solving using and Web-Analytics consumers open online platfoms
  18. 18. An online co-creation study Source: www.undershirtguy.com
  19. 19. An online co-creation study
  20. 20. An online co-creation study
  21. 21. An online co-creation studySource: www.nivea.de
  22. 22. Three areas of methodological developments Observational Online Crowdsourcing Research Toolkits Communities Utilizing online communities Web-based, interactive,closed << intelligent and playful tools Activate the „creative >> open as source of Consumer Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation Netnography engange and empower and problem solving using and Web-Analytics consumers open online platfoms
  23. 23. Swarovski GemsTM Lifestyle Electronics Design Competition  Design-Ideas  Trends forConsumer Electronics Industry  Konsumentenwünsche und – bedürfnisse  Strenghtening the Brand SWAROVSKI GEMS™  Generate valuable contacts to industrial designers and consumershttp://lifestyle-electronics-competition.swarovski-gems.com/
  24. 24. Swarovski GemsTM Lifestyle Electronics Design CompetitionErgebnis  2389 Teilnehmer  2357 Designs  1756 konfigurierte Designs  637 freie Designs
  25. 25. Freie Designs20.05.2011
  26. 26. 2506 Participants 1898 Configured Designs 638 free Designs20.05.2011 26
  27. 27. A Programmatic and Holistic Co-Creation Research Approach > Co-creation as a longterm programme rather than a „just in time“ outsourcing of innovation tasks. > A roadmap as a logical sequence of methods & tools allows to utilize synergies of multipe single co-creation encounters. > Idea of a „central hub“ hosting various virtual user integration projects to constantly feed the NPD process with consumer input.Consumer Insights & Ideas and Concepts Design and Engineer Test & LaunchOpportunity Seeking Iterative internal and external cycles of acquiring and assimilating users‘ value > contributions.
  28. 28. Thank you for your attention! Dr. Michael Bartl CEO HYVE AG Schellingstrasse 45 80799 München www.hyve.de michael.bartl@hyve.de E-Journal: The Making-of Innovation www.michaelbartl.com

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