Co creation and client participation John Griffiths newMR
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Co creation and client participation John Griffiths newMR

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presented at newMR webinar in July 2012 as an attempt to balance power relations in cocreation - currently tipped too far towards client control where clients abstain from participatimg but still ...

presented at newMR webinar in July 2012 as an attempt to balance power relations in cocreation - currently tipped too far towards client control where clients abstain from participatimg but still expect customers to do their bit

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Co creation and client participation John Griffiths newMR Co creation and client participation John Griffiths newMR Presentation Transcript

  • © SPRING RESEARCH LTD Prepared for: newMR By: Spring Research Contact: 020 7428 7370Co-creationThat takes clients seriouslyPresentation8 July, 2012 John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 1
  • © SPRING RESEARCH LTDThanks and a caveat • Thanks to Anna Wills of Spring Research and Doug Dunn of Tuned in who talked through these issues with me • Their opinion are not necessarily the ones I am sharing here • This is part of an initiative to draw up a code for client participation to create an even playing field so that both client and customers can create as equals John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 2
  • © SPRING RESEARCH LTDWhat we’re covering John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 3 View slide
  • © SPRING RESEARCH LTDWhat is Co-Creation? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 4 View slide
  • © SPRING RESEARCH LTDCo-creation is.. • When clients and customers collaborate to create new ideas and products • Intermediaries may get involved but the market conversation is between the 2 main parties John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 5
  • © SPRING RESEARCH LTDThe mind of the market“A market is a dialogue between the conscious andunconscious perceptions of those marketing products andthose consuming them” Source: Gerald Zaltman: How Customers think marketers consumers Conscious processes Unconscious processes John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 6
  • © SPRING RESEARCH LTDWhat do we require of customer participants? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 7
  • © SPRING RESEARCH LTDin a word.. John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 8
  • © SPRING RESEARCH LTDvulnerability and risk taking! John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone) 9
  • © SPRING RESEARCH LTDWhat do we expect of participants?• Joining in• Curbing cynicism and negativity• Making creative leaps• Risking failure• Sharing their life experiences• Sharing professional expertise• Co-operation with the creative process – Being willing to give their ideas away – Tolerating blocking and redirecting by facilitator and others• No right of association with co-creators afterwards John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 10 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDWhat is the default setting for client participants? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 11 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDClients and co-creation• Their reputation in their own organisation is based on their ability to judge and shape ideas..• Their own organisations may not always recognise or reward creativity and risk taking• They’re paying.. So its up to them how involved they want to be• And they’re busy people so don’t have the time for preparation that we require of other participants John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 12 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDBut..It takes two to co-createWe need them both! John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 13 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDThe problem• Mismatch between their expectations, confidence levels and willingness to participate• Power relations are completely distorted• There is a danger of lower engagement even refusal to participate ..unless we created some kind of basic social contract and preparation for the session John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 14 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDWhat are our obligations to those whocreate on our behalf?• They’re not employees but do they have rights? – A sounding board for the idea seeds of others – an oven to bake amplify their own ideas? Or is this a form of creative bonded labour? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 15 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDArguably they enjoy being part of acreative project• We prepare them to do the best they can to minimise failure• And we make co-creation an enjoyable activityIS THIS ENOUGH? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 16 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDHow do we level the playing field? John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 17 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDPay each client who attendsIt’s a contract with a creative person John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 18 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDHow we motivate respondents (both kinds)• Interesting tasks that teach them something about themselves• Icebreaker exercises – to create group dynamics and “buy-in” to a novel kind of social group• Use of space and time to maintain energy and rest periods for refreshing imagination• Progress waypoints so they feel what they are doing matters and is valuable• Treats/props including alcohol!• Oh and the money too.. John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 19 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTD How we prepare participants (both kinds)• Psychological profiling – what creative skills are you bringing?• Pre-exercises so they immerse themselves in the problem• Focus questions to smoke out assassins who haven’t bought into the group• Focus questions to smoke out assassins/ negativees who haven’t bought into the group• Break existing alliances and create new ones, or make use of existing friendships• All parties need to participate• All need to refrain from criticism• There needs to be mutual respect John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 20 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDThis should be seen as an opportunity to brokercreative skills into client organisations These tools can be used everywhere! John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 21 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDAre there hopeless cases? And whatshould we do then?• If even in spite of briefing and preparation the client is not willing to participate as an equal then as intermediaries we need to confront the issue• Revert the client to observer or expert witness – both honourable roles – but don’t call it co-creation.. John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 22 Schedule: xx:xx-xx:xx (time zone)
  • © SPRING RESEARCH LTDThanks for listening John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session x 23 Schedule: xx:xx-xx:xx (time zone)