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Loose co-creation with-lead_users_on_the_digital_research_platform_wwwdie_neo_nautende-191
 

Loose co-creation with-lead_users_on_the_digital_research_platform_wwwdie_neo_nautende-191

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    Loose co-creation with-lead_users_on_the_digital_research_platform_wwwdie_neo_nautende-191 Loose co-creation with-lead_users_on_the_digital_research_platform_wwwdie_neo_nautende-191 Presentation Transcript

    • CO -CREATION WITH LEAD USERSON THE DIGITAL RESEARCH PLATFORM dieNEONauten.de 1
    • AGENDA 1.  The Idea behind dieNEONauten.de 2. Lead User Approach & Social Design 3.  Case 4. Summary 2
    • QUALITATI VE DIGITAL RESEARCH 2.0 Qualitative Digital Research 2.0 Netnography Crowdsourcing Co-Creation Observing Leveraging Creating and listening the wisdom of knowledge and the crowds innovation through collaboration 3
    • The IdeaThe idea behind dieNEONauten.de 4
    • THE IDEA: RESEARCH AND DEVELOPMENT 2.0 Social Media Innovation Platform 250 Selected Lead Users + Web 2.0 Innovation Platform + Collaborative Online Research 5
    • 1. LEAD USERS FROM THE GENERATION NEON The NEONauts are between 20 and 35 years old and show an above-average interest in novelties and trends. They are well educated and trend-oriented. On the basis of a detailed screening process we have chosen 250 consumption-visionaries for our NEONauten-community.Source: ma 2010 II 6
    • 2. WEB 2.0 INNOVATION PLATFORM 7
    • 3. COLLABORATIVE ONLINE RESEARCH 8
    • SOCIAL COMMUNITIES IN MARKET RESEARCH How do you spark self-dynamic processes? 9
    • SOCIAL COMMUNITIES IN MARKET RESEARCH How do you spark self-dynamic processes? 1.  Connect to the right people (lead users) 2.  Facilitate dynamic interaction (social design) 3.  Create an experience for everyone (experience design) 10
    • Lead User ApproachConnecting to the right people 11
    • LEAD USER DEFINITION 1.  Lead users face needs that will be general in a marketplace, but they face them months or years before the bulk of that marketplace encounters them, and … 2.  Lead users are positioned to benefit significantly by obtaining a solution to those needs.Source: Von Hippel, E.; Democratizing Innovation; The MIT Press: 2006Image: http://www.flickr.com/photos/butchgaudy/3231258347/
    • LEAD USER RECRUITMENT General Screening / Specific Screening / Deselection Selection Creativity Personality Values & Intrinsic Product Lifestyle Motivation Affinity Selection for specific research projects
    • LEAD USER RECRUITMENT - EXAMPLE e.g. ‘How often have you gone hiking Quantitative Screening in the past 2 years?’ + e.g. ‘What was the latest intense nature Qualitative Sampling experience that you have had?’
    • Social DesignFacilitating dynamic interaction 15
    • SOCIAL DESIGN Give people a way to be identified -  Enable user profiles -  Connect individual posts to profilesSource / Inspiration: Christian Crumlish, http://www.designingsocialinterfaces.com/ 16
    • SOCIAL DESIGN Enable a bridge to real life events -  No fear of online-offline-designs -  Addressing people offline increases relevanceSource / Inspiration: Alex Bowyer, Design Patterns for Social Experience 17
    • SOCIAL DESIGN Talk like a person - Conversational language - Be frank and sincere - Ask questionsSource / Inspiration: Christian Crumlish, http://www.designingsocialinterfaces.com/ 18
    • CaseThe NEONauten research for Austria Tourism 19
    • OBJECTI VES AND RESEARCH DESIGN Objective: Lead question: What is the character Explore the character of nature experiences of the NEONauten of nature experiences and how do these qualities connect to the topic of hiking? Method: Qualitative online research with Collaborative Mind Map 16 participants, duration 1 week, creation of a shared mind map centered around the topics ‘hiking’ and ‘nature experience’. 20
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    • NEED STATE MAPPING Mapping of different facets of nature experiences connected to hiking 23
    • NEED STATE DESCRIPTION Detailed description of each facet of nature experience 24
    • VERBATIMS AND PHOTOS ILLUSTRATE THE RESULTS Verbatims and photos by the participants illustrate the results 25
    • SummaryNew challenges! New opportunities! 26
    • CHALLENGES AND OPPORTUNITIES New challenges … New opportunities … Recruitment Spotting weak signals Social Design Reaching difficult target groups Experience Design Connecting clients to their target groups Creating space for innovations Giving authentic insights into the participants’ lives 27
    • Thank you.NEONauten Consulting, NEON Magazin GmbH, Am Baumwall 11, 20459 Hamburg 28