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

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

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Co-creating consumer insights for successful new product development

  1. 1. 25 januari 2011Amsterdam
  2. 2. Cocreation of insightsJochum Stienstra
  3. 3. Cocreation?
  4. 4. PrahaladCo-creation is a form of openinnovation: involvingstakeholders in importantdecisions.
  5. 5. What is an insight?suddenIntuïtiveEmotional
  6. 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. 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. 8. Identitity and sensemaking
  9. 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. 10. Insight researcn Find needs Generate ideas Test ideas
  11. 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. 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. 13. Scaling
  14. 14. Trigger imaginiation: homework
  15. 15. 21 connected insights,250 connected ideas
  16. 16. 21 connected insights,250 connected ideas
  17. 17. 21 connected insights,250 connected ideas
  18. 18. 7 ideasHigh quality ideasOut of the system: new thinkingProduction of all stakeholdersA database for ‘permanent co-creation’
  19. 19. Insight management cyclus Create Development Act visionExpand andimprove Anchor Test Share Involve
  20. 20. Discussion
  21. 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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