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Innovating with the Consumers: The Co-Creation for Marketing Research - Andrea Giovenali
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Innovating with the Consumers: The Co-Creation for Marketing Research - Andrea Giovenali

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    Innovating with the Consumers: The Co-Creation for Marketing Research - Andrea Giovenali Innovating with the Consumers: The Co-Creation for Marketing Research - Andrea Giovenali Presentation Transcript

    • INNOVATING WITH THE CONSUMERS.THE CO-CREATION FOR MARKETINGRESEARCHANDREA GIOVENALI – C.E.O. NEXTPLORA – agiovenali@nextplora.comMILAN, JUNE THE 8Th 2011
    • WHY IS IT DIFFICULT TO INNOVATE ?!  T H E E X P L O R AT I O N O F I N N O VAT I V E CONCEPTS FOR A CONSUMER GOODS COMPANY POSES COMPLEX CHALLENGES THAT REQUIRE AN ARTICULATION OF THE TECHNIQUES AND METHODOLOGIES USED TO LISTEN TO EXISTING AND POTENTIAL CUSTOMERS.!  BUT THE ABILITY TO INNOVATE FOR CONSUMERS IS LIMITED BY: " W H A T T H E Y H A V E A L R E A D Y EXPERIENCED ABOUT THE PRODUCT " T H E P R E J U D I C E S A N D T H E PRECONCEPTIONS ABOUT THE ROLE PLAYED BY THE COMPANY IN THEIR LIFE IN THE PAST " T H E T E N D E N C Y T O D E F I N E A S "INNOVATIVE" THOSE THINGS THAT MAKE IMPROVEMENTS TO EXISTING PRODUCTS AND SERVICES (EG. THE PRICE) p. 2
    • EG. OBSTACLES TO THE GENERATION OF INNOVATION FOR A TELCO!  PEOPLE FIND DIFFICULT TO INNOVATE THE SERVICES OF A TELCO BECAUSE : THERE IS NOTHING -  THEY ARE INNOVATIVE BY DEFINITION TO INNOVATE AND ARE THE EXPRESSION OF MODERNITY OF A SOCIETY -  TELECOMMUNICATIONS SERVICES ARE EVEN IF I GIVE ESSENTIAL AND INDISPENSABLE AS IDEAS, THE SUCH. INNOVATION INVOLVES RISK TELCO WON’T COMPARED TO THEIR HABITS AND REALIZE’EM CERTAINTIES, AND THE ABILITY TO TRULY IMPLEMENT BY THE OPERATOR. -  P E O P L E TA K E A N AT T I T U D E O F I CANNOT BEWILDERMENT WITH THE COMPLEXITY INNOVATE A TELCO OF THIS WORLD, AND INHIBITION IN THE ABILITY TO MAKE AN INNOVATION. -  OTHERWISE, INNOVATION IS OFTEN TO IMPROVE WHAT IS EXPERIENCED IN THEIR DAILY LIFE, SIMPLY REQUIRING AN IF YOU WANT TO ADJUSTMENT OF SERVICES AND PRICES INNOVATE, GIVE ME TO THEIR EXPECTATIONS. A BETTER PRICE p. 3
    • WHAT INNOVATION DESERVES !  TECHNIQUES OF TRADITIONAL AND ESTABLISHED INVOLVEMENT OF PEOPLE WITH THE QUALITATIVE RESEARCH HAVE DEMONSTRATED OVER TIME THEIR OWN WEAKNESS AND INADEQUACY. !  THE EXPLORATION OF INNOVATION FOR CONSUMER GOODS COMPANY REQUIRES: " A SET OF DIFFERENT METHODOLOGIES (BLENDING) TO PUT PEOPLE IN THE CONDITION OF INSPIRE, CREATE, CONCEPTUALIZE AND INNOVATE IN EVERY STEP " A TECHNIQUE OF MODERATION AND INVOLVEMENT TO PREVENT THE RISK OF ACQUIESCENCE AND INABILITY OF THE PEOPLE TO ENVISION SOMETHING REALLY NEW p. 4
    • THE NEED OF INNOVATION BY THE COMPANY KNOWN UNKNOWN BY THE CONSUMER AREA OF THE EXPLORATION OF KNOWN NEEDS OBVIOUS OBVIOUS EXPLICIT NOT EXPLICIT UNKNOWN LATENT LATENT AREA OF THE (BLIND AREA) (UNCONSCIOUS) “PURE” INNOVATION p. 5
    • THREE REQUIREMENTS TO INNOVATE WITH CONSUMERS THE NATURE OF THE ROLE AND HOW CAN A EXPERIENCEPARTICIPATION EXPECTATION PEOPLE TO THE SOCIAL COMPANY WITH EXPRESS THEIR CONTRIBUTION ITS INNOVATIVE VIEW OF THE RECOGNISED SERVICES WORLD AND AND EXPECTED CONTRIBUTE TO CONTRIBUTE TO FROM A IMPROVING THE A DISCUSSION, COMPANY IN QUALITY OF LIFE AS IT WAS OUR TIME IN AN ORDINARY INTRODUCED DAY AND AFFIRMED BY THE SOCIAL NETWORKS p. 6
    • PARTICIPATION – To listen what consumers are sayingD. Thinking more generally to the use any companies / brands should do in your opinion of Social Networks(and thus in addition to their institutional and official website) .... TO FACILITATE TO THE SHARING EMPHASIZE AMONG THE USERS WITH EXCLUSIVITY SIMILAR 2% HABITS AND INTERESTS 11% TO OFFER ENTERTAINME NT/LEISURE OPPORTUNITI COMPANIES MUST ES 12% LISTEN TO THE NEEDS OF TO LISTEN TO WHAT CONSUMERS CONSUMERS ARE SAYING EXPLAINING 57% THEIR VIEW OF THE WORLD, GIVING DIRECTION 18% Base: Internet population 16+ (cases nr 2.001) p. 7
    • PARTICIPATION – The companies on the Social NetworksQ. Increasingly, companies overlook the social networks, in different forms.We introduce you to some statements that other people have said before you. How much do you agree? 0% 25% 50% 75% 100% It s very good that many companies want to create a 65 relationship with their 18 consumers To use social networking can be a way for 64 companies to understand the new trends and what 18 consumers want I find companies that have their Fan Page in step 51 with the times and modern. 10 Adhere to the Fan Page of brands and products is a 47 way of expressing my tastes / interests and passions, a way of saying something of ourselves to 11 CONSUMERS I believe that through social networks it is possible 46 EXPECT THE to create a relationship between people and brands 10 COMPANIES TO USE Many companies follow the Social Network just for 11 43 THE SOCIAL fashion, create their own page, but then drop out NETWORKS TO Companies must necessarily use social networks because that is the only way to talk to people 7 39 CREATE A I like to receive personal messages on social 38 RELATIONSHIP WITH networks by companies that I like 8 THEM On social networks advertising can be more 36 responsive to my tastes 7 % - Top2 The presence of companies and brands on social 34 % -Top1 networks is an invasion of my space 9 Base: Internet population 16+ (cases nr 2.001) p. 8
    • PARTICIPATION – The collaboration consumer-companyQ. What are the main reasons that motivated you, or may decide to participate in initiativespromoted by companies of collaboration? [MAX 3 ANSWERS] 0% 25% 50% 75% 100% To make sure that the product / service is 38 created according to my needs To show that I like that brand and I want to 28 support it To have access to new products or services 24 before they are launched Because I love the innovations 23 A STRONG COMMITMENT OF To win a prize or contest held by the company / 23 THE PEOPLE TO brand COLLABORATE AND Out of curiosity 18 TO INNOVATE To prove that I am creative 18 For fun 11 Other 2 Base: Internet population 16+ (cases nr 2.001) p. 9
    • PARTICIPATION – Evaluation on the collaboration Q. How much do you agree with these statements? 0% 25% 50% 75% 100% Thanks to the initiatives of this kind 73 companies may create a strong link 27 deeply with their customersI appreciate more a company / brand that 72 creates 27 collaboration with consumers A POSITIVE ATTITUDE WITH If I could choose Id rather buy more products created with the help of 69 REGARD OF 24 consumers COMPANIES THAT CREATE PRODUCTS I would talk to other people, friends and relatives 64 WITH THE about those initiatives of collaboration 20 COOPERATION OF with companies THE PEOPLE I would change my favourite brand to another 59 which co-operates with consumers like 16 me % - Top2 % - Top1 Base: Internet population 16+ (cases nr 2.001) p. 10
    • $+0" 3.1+"%2 TAKING PEOPLE TO INNOVATE IN AN ORDINARY DAY ",%"4%#+,/",% &1.//5,+1#%+., 6".6$" !./" "1 $+0" !"#$% 3 ("$$)* ",%"4%#+,/",% !"#$%!&& ",%"4%#+,/",% &1.//5,+1#%+., ("$$)*"+,- &1.//5,+1#%+., ",%"4%#+,/",% &1.//5,+1#%+., 6".6$" "1.,./2& 3.1+"%2 6".6$"$" !./" "1.,./2& $+0" "1.,./2& !"#$%!&& 3.1+"%2 ",%"4%!./ p. 11 3.1+"%2 ("$$)*"+,- &1.//5 $+0
    • PARTICIPATE, TELL, CREATE PARTICIPATION COMMUNITY EXPERIENCE AREAS STORYTELLING CO-CREATION p. 12
    • WHAT WE REQUIRED AND WHY WE BET ON TELLIGENT !  MAXIMUM FLEXIBILITY IN THE INTEGRATION WITH THE EXISTING OWNED APPLICATION AND INFRASTRACTURES !  A WIDE SET OF SOCIAL FEATURES AND SOLUTIONS TO ALLOW SAME INTERACTIONS THAT CONSUMERS DO WHEN THEY USE THEIR FAVOURITE SOCIAL NETWORKS !  A POWERFUL ENGINE TO GENERATE A DETAILED REPORTING ON THE ANALYTICS, AND EXPORTABILITY OF DATA FOR FURTHER SAMPLING AND MINING PURPOSES ON USERS BEHAVIORS !  AN INTEGRATED SOLUTION ALSO DEDICATED TO INNOVATION MANAGEMENT, NOT ONLY COMMUNITY !  A COMMERCIAL OFFER THAT IS CONSISTANT WITH THE MODEL OF A MARKET RESEARCH INSTITUTE, ON PREMISE vs SAAS + !  FORMER ADOPTION BY LARGEST COMPANIES, TO CREATE SOCIAL INTERACTION BETWEEN CUSTOMERS AND CONSUMERS FOR MARKET INSIGHT AND INNOVATIONS PURPOSES p. 13
    • THE INNOVATION PATH
    • A PATH OF CO-CREATION FOR THE INNOVATION 3 CREATION 2 4 MODE INSPIRATION CONCEPTUALIZATION 1 5 DEFINITION OF THE SPHERES VALIDATION OFGROUNDED EXPERIENCE 0 n T PATH T p. 15
    • A PATH OF CO-CREATION FOR THE INNOVATION Divergence: Convergence: 3 PRODUCTION OF SCREENING CREATION IDEAS E OPTIMIZATION OF IDEAS 2 4 MODE INSPIRATION CONCEPTUALIZATION 1 5 DEFINITION OF THE SPHERES VALIDATION OFGROUNDED EXPERIENCE 0 n T PATH T p. 16
    • A PATH OF CO-CREATION FOR THE INNOVATION 3 CREATION PRODUCTION OF SCREENING AND IDEAS OPTIMIZATION OF IDEAS 2 •  DIVERGENT PHASE – To encourage •  CONVERGENT PHASE –4 exercise the To MODE creativity and imagination based on INSPIRATION choice and realization of ideas CONCEPTUALIZATION observing the reality •  A major rational contribution, targeted to •  Quantity IS Quality: To stimulate and realize the ideas actively encourage people to produce more ideas •  Conceptualization through grids of 1 systematization of the ideas and insights 5 •  Possibility to providing external and internal DEFINITION OF stimuli of inspiration (i.e. other ideas, hints, THE SPHERES VALIDATION OF suggestions ...)GROUNDED EXPERIENCE 0 n T PATH T p. 17
    • THE WORK FLOW STEP 1 MASSIVE IDEA GENERATION MROC STEP 2 BLOG AND MEDIA GALLERY STEP 3 FEASIBILITY CHECK STEP 4 BLOG/MEDIA GALLERY/WIKI STEP 5 CONCEPT TEST p. 18
    • BACKGROUND – THE DAIRY PRODUCER CASEA MAJOR DAIRY PRODUCER NEED TO DESIGN THE NEW CORPORATEWEBSITE, AND THEY REQUEST NEXTPLORA TO LEAD A POSITIONINGANALYSIS, A STUDY TO INVOLVE THE CONSUMERS IN THE DEFINITION OFTHE AIM, THE CONCEPT AND THE CONTENTS.THE COMPANY DEVELOPED DIFFERENT STRATEGIES WITH THE AIM OFTHE CORPORATE COMMUNICATION THROUGH THE WEB SITE ALLAROUND EUROPE, AND IN ITALY THEY REQUIRE TO ASSESS WHAT THECONSUMERS WOULD EXPECT AS THE MOST CONSISTENT ANDDESIRABLE ROLE OF THE SITE AND HOW IT SHOULD BE.NEXTPLORA CONDUCTED A MARKET RESEARCH COMMUNITY INVITINGFANS AND EXPERTS OF THE BRANDS TO ENVISION WHAT ROLE SHOULDBE ASSIGNED TO THE SITE. " INVESTIGATE THE TYPE OF EXPECTATIONS THAT THE TARGET GROUP EXPRESSED TOWARDS THE ONLINE PRESENCE OF THE PRODUCER " IDENTIFY THE CONCEPT FOR THE DEFINITION OF THE POSITIONING OF THE NEW SITE " TESTING AND STRESS TO EMERGE FROM THE SAMPLE INVOLVED WHICH SERVICES AND FEATURES WILL BE MADE TO MAKE THE KIND OF INTERACTION WITH THE SITE CONSISTENT WITH THE EXPECTATIONS p. 19
    • THE SAMPLE!  143 THE PRE-SCREENING PROVIDED FOR THE INITIAL ADHESION OF PARTICIPANTS, RECRUITED FROM THE DATABASE OF THE CONSUMERS REGISTERED TO PROMOTIONAL ACTIVITIES!  THE RECRUITED CONSUMERS WERE ASSIGNED TO JOIN TWO DISTINCT GROUPS -  YOUNG WOMEN, 18-29 YEARS OLD -  ADULT WOMEN, OVER 30 YEARS!  NATIONAL COVERAGE SAMPLING!  FIELD: MARCH – MAY ACTIVE PARTICIPATIONS 90 YOUNG ADULT 39 + 51 p. 20
    • ACTIVITY REPORT UNDER OVER 30 30ACTIVITY REPORT YOUNG ADULTACTIVE PARTICIPATIONS 39 51! AVERAGE NUMBER OF COMMUNITY VISITS PER USER 9 6,4TOTAL NUMBER OF CONTRIBUTION POSTED 270 269! AVERAGE NUMBER OF COMMENTS PER USER 6,9 5,3 21 p. 21
    • DEFINITION OF THE “IDEAL PLACE” p. 22
    • DEFINITION OF THE “IDEAL FOOD” p. 23
    • MAIN FINDINGS !  THE CONSUMERS CONTRIBUTED TO DEFINE THREE DIFFERENT ROLES FOR THE BRAND: SPEAKING SUBJECT HELPER SENDER THE BRAND THE BRAND THE BRAND THAT TALKS THAT LISTEN THAT ENABLES The BRAND is The speaking subject The recipients of the main is the recipient of the the site site, the BRAND is implement the speaking the one who accepts important values subject and listens that are proposed, the WHILE LISTENING, BRAND indicates THE BRAND AWARDS the mission THE CONSUMER AND GIVES A FEED-BACK24 p. 24
    • THE NARRATIVE FIELDS OF THE SITE !  THE WEB SITE HAD TO COVER THREE NARRATIVE FIELDS TO THE CONSUMERS PSYCOLOGY FUN COOKING FASHION DISTRACTION NIGHT RELAXPOLITIC PRIZE ENGAGEMENT SPORT ENVIRONMENT SUPPLY NEW PRODUCTS AND NATURE RESPONSABILITY SELF CARING THE GAME PEOPLE CREATION OF WELL-BEING AND HEALTH NEW TASTES SOCIETY DIAGNOSYS OF NEEDS DESIGN STYLE INGREDIENTS AND BENEFITS CHEMICAL FORMULAS MEDICAL25 p. 25
    • WHY DOES CO-CREATING WITH THE CONSUMERS IS IMPORTANT?!  QUALITATIVE INSIGHTS WITH QUANTITATIVE S T R U C T U R E , M A N Y P E O P L E T H AT C O L L A B O R AT E F R E E LY A N D SPONTANEOUSLY TO INNOVATE!  FA S T E R E X E C U T I O N T H A N B Y T H E TRADITIONAL QUALITATIVE METHODOLOGIES (I.E. FOCUS GROUPS)!  DEEP AND RICH CONTRIBUTION THROUGH DIFFERENT FORMS OF EXPRESSIONS (TEXT, VIDEO, GRAPHIC), SUITABLE FOR INSIGHTS AND DESIGN IMPLEMENTATION!  BETTER COST EFFICIENCY OF THE PROJECT TO A C H I E V E T H O S E R E S U LT S T H A N T H R O U G H P H Y S I C A L I N T E RV I E W S I N DIFFERENT CITIES!  REPUTATIONAL FEEDBACK ON THE MARKET IF THE DISCUSSION WITH THE CONSUMERS IS CONDUCTED ONLINE AND THEY ARE ENDORSERS OF THE CHANGE p. 26