The innovator’s guide to co-creationDr Nick Coates, @nickcoatesFDIN event, December 2012
The inexorable rise of co-creation
1Defining co-creation
Co-creation isn’t…
You can’t hurry love
Meet fluffy...
Co-creation’s futurelies in its past
Evolution of co-creation pre-history           1960s              1970s         1980s            1990s              2000s ...
3 defining characteristics of co-creation        Creativity            Collaboration          Control    Focus on outcomes...
2Doing co-creation
Objectives of successful co-creation1. Stretch and challenge the organisation2. Keep solutions true to their ethos3. Outsi...
Our favourite co-creation tools              Big Talk              Consumer Advisory Boards        1-2 day co-creative    ...
A range of food & drink applications    Positioning          Stretch            NPD              Retail          Activatio...
3The benefits of co-creation
Better Insight
Tactic 1. Permission to dream
The Activia Advisory Board• 3 strategic projects, 12 tactical  research questions• 125 activities and collaboration  sessi...
Results: co-creation in the optimisation phaseOptimisation led to the development and launch ofSnack Pot and Activia Pouri...
Results. A winning comms campaign                                                   •   The insights generated from the   ...
Better Creativity
Where do the best ideas come from?(according to business leaders)                 41     % customers                 35   ...
Source: Promise, Brand Together
Tactic 1. Upskilling
Tactic 2. Disinhibition
Better Belief
In summary1. Co-creation’s richer than we think, with more applications2. It’s not something you automate, it’s social and...
Thank you!
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
Upcoming SlideShare
Loading in...5
×

The innovator's guide to co creation nc

2,424

Published on

An introduction to co-creation as an innovation approach for the food & drink industry presented at an FDIN seminar in December 2012.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,424
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
38
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Thanks.... So this session is billed in the programme as “the creative consumer”. That’s dead right in one sense and not quite right in another It’s right in the sense that we think consumers can be creative (except maybe for a lady called Kimberley I met last week...!) It’s less right in the sense that the creative consumer suggests a subset of consumers, an elite or special group We work with consumers all the time and our mission is to help them (and our clients, especially our clients ) be more creative. That means working in certain ways, certain spaces and with certain rules and constraints that we don’t think are the norm, particularly in market research, but more broadly any of the interactions organisations have with their customers. And there’s one story that we’ve found to be the most helpful in explaining what we mean. It’s a story that began in 1865 and that’s been popular ever since. The story of Alice...
  • In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENON But it’s clothing may be…
  • The innovator's guide to co creation nc

    1. 1. The innovator’s guide to co-creationDr Nick Coates, @nickcoatesFDIN event, December 2012
    2. 2. The inexorable rise of co-creation
    3. 3. 1Defining co-creation
    4. 4. Co-creation isn’t…
    5. 5. You can’t hurry love
    6. 6. Meet fluffy...
    7. 7. Co-creation’s futurelies in its past
    8. 8. Evolution of co-creation pre-history 1960s 1970s 1980s 1990s 2000s 2010Psychoanalysis Participatory architecture (Freud) User innovation (Gehl, Price, Huth) (von Hippel) User-centered design Open source movement (Linux, Mozilla) Psycho- Action Co-design Open Big Talk Communities 3D printing doodles Research Space
    9. 9. 3 defining characteristics of co-creation Creativity Collaboration Control Focus on outcomes Interactivity Purposive; Non-rational focus Snowballing often time-bound Reaching new places Real-time component Organisation-led ‘creative’ approaches Social Facilitated [not just choosing] [not a solo effort] [not organic]
    10. 10. 2Doing co-creation
    11. 11. Objectives of successful co-creation1. Stretch and challenge the organisation2. Keep solutions true to their ethos3. Outside-in, not inside-out perspective4. Iterate and get the details right5. Involve a diverse stakeholder baseDo it all earlier, quicker and with greater agility
    12. 12. Our favourite co-creation tools Big Talk Consumer Advisory Boards 1-2 day co-creative on-going or project-based online workshops with consumers, customer communities staff and experts Live / dramatic / physical Mainly asynchronous Great for ideation Iterative, great for optimisation Breakthrough zone 24/7 access, globally Stakeholder engagement Social glue
    13. 13. A range of food & drink applications Positioning Stretch NPD Retail Activation Co-creating the ‘restaurant of Coming up with Devising a Helping Co-creating two the future’, Activia’s “one new brand Tropicana new products in leading to insight” to positioning to create a Brand market – Snack family concepts underpin revitalise Red Stretch Pot and Pouring stores in UK, communi- Stripe in the UK roadmap Yoghurt France & cations Germany
    14. 14. 3The benefits of co-creation
    15. 15. Better Insight
    16. 16. Tactic 1. Permission to dream
    17. 17. The Activia Advisory Board• 3 strategic projects, 12 tactical research questions• 125 activities and collaboration sessions• 80 consumer initiated activities• 1,300 hours of participation• Over 15,000 individual contributions• Produced deep insights to inform strategic projects• Answered a range of quick turn around tactical questions
    18. 18. Results: co-creation in the optimisation phaseOptimisation led to the development and launch ofSnack Pot and Activia Pouring Yoghurt and some ofDanone’s highest ever performing concepts at BASES.Activia’s Single Pot received 80% distribution in thefirst month and ASDA alone sold 3 million pots in thefirst month.Co-creation through the looking glass | slide 23
    19. 19. Results. A winning comms campaign • The insights generated from the community were 82% more effective than those generated through traditional methods. (Danone IPSOS Study) • The community generated 47% more insights than those produced using traditional off-line methods (e.g. focus groups) • Insights fed into the development of the Activia campaign: Tummy Loving Care. • The campaign resulted in a +9% uplift in base sales.Co-creation through the looking glass | slide 24
    20. 20. Better Creativity
    21. 21. Where do the best ideas come from?(according to business leaders) 41 % customers 35 % heads of business units 33 % R&D
    22. 22. Source: Promise, Brand Together
    23. 23. Tactic 1. Upskilling
    24. 24. Tactic 2. Disinhibition
    25. 25. Better Belief
    26. 26. In summary1. Co-creation’s richer than we think, with more applications2. It’s not something you automate, it’s social and complex3. It takes courage and effort to get right.4. Key benefits we notice time and again are insight, creativity andbelief – the rest you can do in other ways…5. And the right tools mean you can explore, build and iterate toyour heart’s content…For this group, there’s still massive untapped potential
    27. 27. Thank you!
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×