1. INNOVATING WITH THE CONSUMERS.
THE CO-CREATION FOR MARKETING
RESEARCH
ANDREA GIOVENALI – C.E.O. NEXTPLORA – agiovenali@nextplora.com
MILAN, JUNE THE 8Th 2011

2. 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

3. 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

4. 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

5. 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

6. THREE REQUIREMENTS TO INNOVATE WITH CONSUMERS
THE NATURE OF THE ROLE AND HOW CAN A
EXPERIENCE
PARTICIPATION
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

7. PARTICIPATION – To listen what consumers are saying
D. 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

8. PARTICIPATION – The companies on the Social Networks
Q. 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

9. PARTICIPATION – The collaboration consumer-company
Q. What are the main reasons that motivated you, or may decide to participate in initiatives
promoted 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

10. 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 customers
I appreciate more a company / brand that
72
creates 27
collaboration with consumers
A POSITIVE
ATTITUDE WITH
If I could choose I'd 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

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TAKING PEOPLE TO INNOVATE IN AN ORDINARY DAY
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p. 11
3.1+"%2 ("$$)*"+,- '&1.//5 $+0

12. PARTICIPATE, TELL, CREATE
PARTICIPATION
COMMUNITY
EXPERIENCE AREAS
STORYTELLING CO-CREATION
p. 12

13. 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
INNOVATION'S PURPOSES
p. 13

14. THE INNOVATION PATH

15. A PATH OF CO-CREATION FOR THE INNOVATION
3
CREATION
2 4
MODE
INSPIRATION CONCEPTUALIZATION
1 5
DEFINITION OF
THE SPHERES VALIDATION
OF
GROUNDED EXPERIENCE
0 n
T PATH T
p. 15

16. 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
OF
GROUNDED EXPERIENCE
0 n
T PATH T
p. 16

17. 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

18. 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

19. BACKGROUND – THE DAIRY PRODUCER CASE
A MAJOR DAIRY PRODUCER NEED TO DESIGN THE NEW CORPORATE
WEBSITE, AND THEY REQUEST NEXTPLORA TO LEAD A POSITIONING
ANALYSIS, A STUDY TO INVOLVE THE CONSUMERS IN THE DEFINITION OF
THE AIM, THE CONCEPT AND THE CONTENTS.
THE COMPANY DEVELOPED DIFFERENT STRATEGIES WITH THE AIM OF
THE CORPORATE COMMUNICATION THROUGH THE WEB SITE ALL
AROUND EUROPE, AND IN ITALY THEY REQUIRE TO ASSESS WHAT THE
CONSUMERS WOULD EXPECT AS THE MOST CONSISTENT AND
DESIRABLE ROLE OF THE SITE AND HOW IT SHOULD BE.
NEXTPLORA CONDUCTED A MARKET RESEARCH COMMUNITY INVITING
FANS AND EXPERTS OF THE BRANDS TO ENVISION WHAT ROLE SHOULD
BE 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

20. 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

21. ACTIVITY REPORT
UNDER OVER
30 30
ACTIVITY REPORT YOUNG ADULT
ACTIVE PARTICIPATIONS 39 51
! AVERAGE NUMBER OF COMMUNITY VISITS PER USER 9 6,4
TOTAL NUMBER OF CONTRIBUTION POSTED 270 269
! AVERAGE NUMBER OF COMMENTS PER USER 6,9 5,3
21 p. 21

22. DEFINITION OF THE “IDEAL PLACE”
p. 22

23. DEFINITION OF THE “IDEAL FOOD”
p. 23

24. 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-BACK
24
p. 24

25. THE NARRATIVE FIELDS OF THE SITE
! THE WEB SITE HAD TO COVER THREE NARRATIVE FIELDS TO THE CONSUMERS
PSYCOLOGY
FUN
COOKING
FASHION
DISTRACTION
NIGHT
RELAX
POLITIC
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
MEDICAL
25 p. 25

26. 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