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Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
Co-creating consumer insights for successful new product development
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Co-creating consumer insights for successful new product development

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Co-creating consumer insights for successful new product development by Jochum Stienstra …

Co-creating consumer insights for successful new product development by Jochum Stienstra

Presented at Merlien Institute's International Conference on Qualitative Consumer Research & Insights, 7 & 8 April 2011, Malta

Published in: Education
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Transcript

  • 1. 25 januari 2011Amsterdam
  • 2. Cocreation of insightsJochum Stienstra
  • 3. Cocreation?
  • 4. PrahaladCo-creation is a form of openinnovation: involvingstakeholders in importantdecisions.
  • 5. What is an insight?suddenIntuïtiveEmotional
  • 6. Systeemverandering: niveaus vanwaarnemen The brief encounter with anything that triggers our imagination, is a better drug to our mental state than a profound research Simon Vestdijk A mind, once stretched by a new idea, will never return to its original dimensions Oliver Wendell Holmes
  • 7. Theory U: levels of perception Download See what you always see Seeing Observe the system Understand your own role in the system See yourself in a future system
  • 8. Identitity and sensemaking
  • 9. Insight research Stimulate intuïtion Shift • from ‘de objectieve truth’ to ‘my role in reality’ • from ‘understanding reality’ tp ‘change reality’ • from Certaincy to naar plausibility, • from reason to imagination Connect • inside and outside • research and action
  • 10. Insight researcn Find needs Generate ideas Test ideas
  • 11. Conditions A dedicated, diverse team Business, market intelligence, designers, technicians, researchers, target groups Een method matching the holistis character of insights Helping to cocreate insights with stakeholders A limited timezone Under pressure all will become liquid
  • 12. Narrative approachStimulate intuïtionShift• from ‘de objectieve truth’ to ‘my role inreality’• from ‘understanding reality’ tp ‘changereality’• from Certaincy to naar plausibility,• from reason to imaginationConnect• inside and outside• research and action
  • 13. Scaling
  • 14. Trigger imaginiation: homework
  • 15. 21 connected insights,250 connected ideas
  • 16. 21 connected insights,250 connected ideas
  • 17. 21 connected insights,250 connected ideas
  • 18. 7 ideasHigh quality ideasOut of the system: new thinkingProduction of all stakeholdersA database for ‘permanent co-creation’
  • 19. Insight management cyclus Create Development Act visionExpand andimprove Anchor Test Share Involve
  • 20. Discussion
  • 21. Presented at the International conference onQualitative Consumer Research & Insights 7 & 8 April 2011, Malta For more information Please visit: http://www.merlien.org

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