Digital Marketing Live Workshop - Co-creation

Collaboratingwith consumersCase: Heineken Open Design Explorations Tom De RuyckHead of Research Communities, InSites Consulting Anouk WillemsSenior Research Innovator, InSites Consulting @Tomderuyck @AnoukW1

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COL Collaborating withLAB consumers CASE. How Heineken collaborated with designers, consumers and researchers.ORATION

Co-creationDesigners & Research?!

Inspired by trendy clubgoers

A matching way of reporting

... for maximal impact

IF YOU WANT TO EXPERIENCE IT, COME AND VISIT US AT THESALONE DESIGN FAIR IN MILANO APRIL17-22TH OF APRIL 2012

COL Collaborating withLAB consumers – part 2 WORKSHOP. What does structural collaboration mean for company andORA consumer?TIO

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company (impact on the company) Research objective & approach ? Meet the UK mums ? Moments & Needs: A week in the life of a UK mumChallenges Opportunities(fears, barriers, disadvantages) (Drivers, advantages.) Opportunities ? ? Consumer (impact on consumers) Collaborating with consumers

Structural collaboration with consumers What are the challenges and opportunities to collaborate & co-create with consumers? Outline Company (impact on the company) Resistance for new initiatives Positive WOM Kill own ideas Research objective & approach Cost-efficient Are we open-minded? Meet the Brand positive efforts UK mums Loads of unstructured info Unsure results Moments & Needs: Consumer relevant ideas A week in the life of a UK mumChallenges Opportunities (Drivers, advantages.)(fears, barriers, disadvantages) Opportunities Heavy workload Fun No ‘salary’ for ideas Helping others Good ideas, not executed Recognition from the company Other ways to get famous Skill development with my ideas Consumer Information seeking (impact on consumers) Personal need Collaborating with consumers

Collaboration and co-creation aretrends; in 3 years, these will blowover. Collaborating with consumers

Collaboration is more importantfor the company than for theconsumer Collaborating with consumers

Collaboration is not about theoutcome. The process is morevaluable. Collaborating with consumers

Collaboration: theround up1. Co-creation can be done with different groups of people (e.g. amateurs vs. designers)2. Involve consumers for inspiration & consumer relevance. The final creation is still up to professionals3. Co-creation is not about a finished product, it’s learning from one another & it’s about the need behind an idea. If you play it well there are external leverage effects (PR & Marketing)

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Digital Marketing Live Workshop - Co-creation

by Tom De Ruyck

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