Co-creation & consumer involvement in NPD
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Co-creation & consumer involvement in NPD

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Here's a summary of my studies on co-creation and consumer involvement in new product development.

Here's a summary of my studies on co-creation and consumer involvement in new product development.

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Co-creation & consumer involvement in NPD Co-creation & consumer involvement in NPD Presentation Transcript

  • The role of ‘co-creation’ in product innovation and marketingJoyce van Dijk MSc Joycediscovers.wordpress.com @Joycediscovers
  • Introduction Joyce van Dijk • MSc in Management, Economics and Consumer behaviour • Specialisation: consumer behaviour • Focus: the connected consumer and co-creation • FrankWatching | Wordpress blog | Twitter | Workshops Gerrit Antonides Tom de Ruyck Behavioural Economist Connected Research Manager Wageningen University Insites ConsultingJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Presentation set-up 1. Defining the concept: What is co-creation and what roles can consumers have in NPD? 2. Interviews: What do co-creation practitioners say? 3. MSc Experiment: How does co-creation affect brand and product perceptions?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • 1. The concept of co-creation What is co-creation and why is it a relevant concept?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Co-creation is a systematic collaborationPurposive collaboration betweenconsumers and companies,where they systematicallyinteract, learn, share information,and integrate resources todevelop or improve products (based on Prahalad & Ramaswamy, 2004)Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Companies use co-creation to increase success Companies: Advertising clutter Relevancy Effectiveness Reduces R&D costs Increase market success Facilitate dialogueJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Consumers want to be involved in brand decisions Consumers:  Empowered  Informed  Authentic  Idea source  Brand partnerJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Consumers can play different roles in NPDJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Intrinsic motivations drive co-creative consumers I can I enjoy it! express myself I feel My skills are empowered recognised to influence I like I like to help interacting others I can develop I can make myself some money WHY do consumer co-create?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Co-creation increases sales and w-o-m Example: Pickwick Dutch tea blend Results were much higher than usual line extensions: Distribution: 99 % according to Nielsen data (expected 80%) Market share within black tea 2,2 % (expected 1 %) Awareness among tea-users 51% (goal 35%) Activated interest to buy 17,5% (goal 10,5%) Repeat purchase 11% (goal 6%)Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • 1. What is co-creation? What companies co-create?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • 1. What is co-creation? What companies co-create? More than 50% of Fortune 500 companies have made open innovation an integral part of their innovation strategy. Consumers have become the focus of attention in this arenaJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • 2. Co-creation in practice What do the practitioners say?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Interviewing consultants and managers Interviews with co-creation practitioners 1. Michael Blankert, Consumer Engagement Manager at PepsiCo 2. Martijn van Kesteren, Consumer Insights Manager at Unilever 3. Johan Sanders, Innovation Manager at Sara Lee 4. Ingrid de Laat, Co-creation Consultant at RedesignMe 5. Ruurd Priester, Strategy Director at Lost Boys International (LBi) 6. Tom de Ruyck, Sr. R&D Manager at Insites Consulting 7. Johannes Gebauer, Team Manager of the HYVE Innovation Community 8. Prof. dr. Will Reijnders, Marketing prof at TiasNimbas Business SchoolJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Gathering key insights in the practice Priester: “open up to new Key Findings: Gebauer:“lead-users are very ideas, dare to let go of Reijnders: important, but average users control, dare to enter new “What works are also very valuable.”markets and diverge from old today, might notways of thinking and doing.” work tomorrow” De Ruyck: “Conduct makes Van Kesteren: the co-creation claim Blankert: “You “Do not expect get closer to legitimate and easier for consumers to consumers to trust. consumers. independently come Consumers will up with innovative feel more solutions.” connected to “Once you open the your brand.” doors to co-creation, it Sanders: is difficult to close “Co-creation allows intensive them,” De Laat collaboration, but crowdsourcing creates more buzz”Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Challenge to change company mindset Main challenges for companies  Management mind shift  Deciding on objectives  Managing expectations  Freedom VS. management and monitoring  Unravel latent needs  Feedback and recognitionJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • 3. MSc experiment Does co-creation affect consumers’ brand and product perceptions?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Does co-creation affect brand & product perceptions? Research gap Current research focus: co-creation process and co-creative consumers Effects on non co-creative consumers are hardly known, curious because: Only 1% of consumer 99% of target group does target group co-creates not co-createJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Does co-creation affect brand & product perceptions? Consumers who participate in co-creation show: • Increased loyalty to the company • Stronger relationship with the company • Increased likelihood to spread positive word-of-mouth • Increased trust in the brand -> But what about the large • An increased positive brand image majority of consumers who do NOT participate? Studies show that co-creating: • Creates more relevant products -> But can performance be • Enhances product performance (sales) due to perception effects?Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Test effects on non-co-creators Method Experiment set up as concept test questionnaire 2 manipulated variables: Co-creation level (A/B/C) and brand: established Dutch brand Honig/ fictitious brand Samo Brand Co-creation level Honig A: producer created B: co-created C: co-created +’extra’ proof Samo A: producer created B: co-created C: co-created +’extra’ proofJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Test effects on non-co-creators Method Experiment set up as concept test questionnaire Closed consumer panel 2 manipulated variables: Co-creation level (A/B/C) Representative of Dutch population and brand (Honig/Samo) 100% awareness 100% distribution Brand Co-creation level sample: 530 respondents Final Honig A: producer created B: co-created C: co-created +’extra’ proof Samo A: producer created B: co-created C: co-created +’extra’ proofJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Brand attitude constructs The effect of the co-creation claim on consumers’ … Brand attitude • Sincere brand personality: e.g. sincere, honest, real (11 items) • Brand qualities: e.g. reliable, trustworthy, accessible (5 items) • Brand relationship: commitment, satisfaction, intimacy, self- connection (8 items)Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Product evaluation & claimed behaviour The effect of the co-creation claim on consumers’ … Product evaluation & intention • Product evaluation: attractiveness, relevance, innovativeness, uniqueness, expected success • Willingness to pay: average between cheap & expensive • Behavioural intentions: trial, purchase, w-o-m, recommend to othersJoyce van Dijk, sponsored by Joycediscovers.wordpress.com
  • Want to know more? Read / comment on: My literature study here Consumer roles in NPD here Interviews with practitioners here Co-creation blogposts here Dutch FrankWatching articles here Or follow me on Twitter…Joyce van Dijk, sponsored by Joycediscovers.wordpress.com