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Co-creation Workshops with Consumers and Experts

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Our co-creation methodology with lead users and experts, can assist in innovation challenges, branding issues and in planning for international expansion

Published in: Business, Technology
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Co-creation Workshops with Consumers and Experts

  1. 1. AMATI & Associates Consumer Co-creation
  2. 2. AMATI Table of Content http://www.filibertoamati.com http://www.filibertoamati.com & Associates •  Co-creation •  •  •  •  •  •  Definition Objectives Structure Topic Leading Edge consumers Timing •  What we can do for you •  Credentials 2
  3. 3. CO-CREATION AMATI & Associates Under the co-creation umbrella fall a number of very distinct concepts 3  
  4. 4. AMATI CO-CREATION TYPES & Associates We can segment types of co-creation by two dimensions: effort required and consumer typology Crowdsourcing (feedback) Co--authoring Open Source Program (e.g. set of on-going activities) Types of Effort OI Platforms Frito Lay let’s consumers choose next set of flavors to be launched Crowd-funding Crowdsourcing Macro/Micro-work Project (e.g. set of one-off activities) Co-design/ Co-development Diageo co-developed a new brand with the winning bartender of the Show Your Spirit contest e.g., Contests AMATI e.g., Task (e.g. one off activity) Co-creation Labs Crowd--voting Standard Consumers Lead Users Types of Consumers & Associates Focus And focus of This presentation Experts 4  
  5. 5. AMATI CO-CREATION LABS & Associates Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the world What to expect: What not to expect: •  A co-creation is an interactive work session among consumers, experts and the customer. They work together, to: •  Not merely a diagnostic tool: it helps generate insights, but it is not traditional research neither at concept nor at consumption level •  openly attack one of the customer’s challenges •  co-develop one or more solution to the challenge •  define a clear and relevant platform for the developed concepts •  Co-creation ultimately helps make the customer’s brand more relevant with the specific consumer group, by generating insights and co-developing ideas. •  Not a replacement for designers and product managers •  Does not deliver a turn-key solution, ideas are rough, inspired and relevant but require more in-depth/ technical development •  Co-creation is a source of inspiration for the client, based on outside-in approach 5  
  6. 6. OBJECTIVES AMATI & Associates Co-creation can effectively deliver on several objectives: consumer interaction and actionable insights, relevant brand platforms, … Specific Co-creation objectives •  Exchange and confront ideas with leading edge consumers and/or Experts •  Explore distinctive/innovative ways to connect with and to become more aspirational and relevant for a specific target consumer •  Connect and leverage the creativity of the target group through jointly developing concrete and breakthrough business applications •  Gain front-line experience and actionable insights into consumers’ perspective 6  
  7. 7. OBJECTIVES – Why should we co-create? BENCHMARK AMATI & Associates According to a study published by the Universities of Tokyo and Wien, co-created products sell more and at better margins… (at least in Muji chain in Japan!) Co-created products sell 3x vs. others in Year 1 Co-created products have 4x better Gross Margins in Year 1 Co-created Products generated a turnover 5x vs. others in Year 3 Co-created products have 6x better Gross Margins in Year 3 Co-created products are more likely to survive the 3 years observation period 7  
  8. 8. AMATI STRUCTURE & Associates The Co-creation session is structured to create a flow from more general insights to concrete, “customised” solutions Structure(*)! Insight Platform PRODUCT/ Brand Segmentation Mapping starting from Need states with Concept Mapped Product Write-up Activation Packaging Write-up WRAP-UP + VISUALIZATION Full-fledge Concept (*) Stages depend on actual objectives of the session and can change accordingly 8  
  9. 9. AMATI CO-CREATION TOPIC & Associates … and translate this challenge into a Co-creation topic which will be addressed in the session Within the Scope ! Out of the Scope X •  Develop an activation platform for a defined target group •  Is one activation platform better than another (music vs. movie) •  Ideation of new products and packaging •  How can distribution help us to better connect with young people? •  Develop innovative, occasion-driven pack-types and/or new consumption occasions •  Develop ways to “iconize” the brand •  Does the target group like the new pack? •  What should our brand values be? •  Build new or tap into existing consumer rituals •  Enrich new ideas/concept while validating them 9  
  10. 10. RECRUITMENT AMATI & Associates Focusing on leading edge consumers has dual benefit: first to sparkle creative output of the session, and later to develop a concept of inspiration for all the others Why “leading edge” consumers? •  Because they are outspoken, brand conscious, articulate and original •  Have a clear opinion •  Connected and “in the know” (about what’s happening locally and internationally) •  Source of inspiration and able to build on each others’ ideas rather than “just criticising” •  Confident and used to developing new/own ideas instead of “copy/paste” what’s already out in the market +   Homophily: individuals tend to bond and associate to others a.k.a. Birds of feather flock together Complex Adaptive Systems: network of independent dynamic relationships that adapt and learn from each other Swarm Intelligence: collective behavior of decentralized, self-organized systems 10  
  11. 11. AMATI RECRUITMENT & Associates There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important. Profile Leading Edge Consumers •  Started own company after school "  Articulate •  Plugged-in in all most important "  Outgoing •  Working in famous night club "  Co-operative •  Dreams of being a NatGeo photographer clubs •  World traveller •  Young DJ/song writer •  Studied psychology abroad "  Creative "  Opinion leader "  Brand savvy "  Style-conscious "  Bright •  University student •  Started own charity •  Involved in theater scene •  Working on opening his own gallery " Mix male/female •  Works as trend-spotter •  Actively involved with children’s charity programs 11
  12. 12. AMATI TIMINGS & Associates A co-creation takes from start to end more or less 7-8 weeks. It might take long for unusual locations (e.g. non-urban setting) and very peculiar demographics (incidence less than 5%) Month  1   WEEK  1   2   Month  2   3   4   5   6   7   8   I.  Set-up •  Agreement •  Set-up (e.g. calendar, logistics) II.  Recruitment •  Finalize Set-up (e.g. venue, date, experts,..) •  Recruitment III.  Session •  Session IV.  Presentation •  Summary •  Presentation Co-­‐crea)on   session   Presenta)on   Results   12
  13. 13. AMATI Table of Content http://www.filibertoamati.com http://www.filibertoamati.com & Associates •  Co-creation •  What we can do for you •  Credentials 13
  14. 14. Areas of Intervention FOR DISCUSSION AMATI & Associates In the area of co-creation we can be useful in four areas Develop a Tailor-made Lab Structure 1)  2)  3)  4)  Collect customer’s requirement Translate them into a design Test design Fine Tune Trainings Source: own analysis Execute Training Programs aiming at: 1.  Train the trainers 2.  Train the moderators 3.  Train Participants Develop a Training Program From a basic Lab design, develop: 1)  Training Course 2)  Training Presentation 3)  Training Materials Execute Labs 1.  Design and execute labs to address a specific business challenge 14
  15. 15. AMATI Table of Content http://www.filibertoamati.com http://www.filibertoamati.com & Associates •  Co-creation •  What we can do for you •  Credentials 15
  16. 16. CREDENTIALS AMATI & Associates Cities •  •  •  •  •  •  •  •  •  •  Amsterdam Barcelona London Mexico City Moscow New York San Francisco Taipei Toronto Warsaw Topics •  •  •  •  •  •  New Concept Validation New Product Development Insight Generation Route to market development Launch Plan Prototype validation 16  
  17. 17. CREDENTIALS SANITIZED AMATI & Associates Pictures from past co-creation sessions: Domestic Appliances in London 17  
  18. 18. CREDENTIALS SANITIZED AMATI & Associates Pictures from past co-creation sessions: RTD in Canada 18  

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