Consumer co-creation

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Co-creation means a lot of things to a lot of people. This presentation shed some lights on the definition and the typologies of co-creation, before presenting the work we do through labs

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Consumer co-creation

  1. 1. AMATI & Associates 1 Co-creation with consumers and experts
  2. 2. AMATI & Associates 2 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  3. 3. AMATI & Associates 3 Co-creation: Why is it important? 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 BENCHMARK
  4. 4. AMATI & Associates 4 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  5. 5. AMATI & Associates 5 What do we mean by co-creation? Under the co-creation umbrella fall a number of very distinct concepts
  6. 6. AMATI & Associates 6 Types of Co-creation We can segment types of co-creation by two dimensions: effort required and consumer/expert typology Task (e.g. one off activity) Project (e.g. set of one-off activities) Program (e.g. set of on-going activities) Standard Consumers Lead Users Experts TypesofEffort Types of Consumers Crowd-funding Crowd--voting Crowdsourcing Macro/Micro-work Contests Open Source Co-design/ Co-development Co--authoring Co-creation Labs OI Platforms Crowdsourcing (feedback) e.g., e.g., AMATI & Associates Focus And focus of This presentation Diageo co-developed a new brand with the winning bartender of the Show Your Spirit contest Frito Lay let’s consumers choose next set of flavors to be launched
  7. 7. AMATI & Associates 7 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  8. 8. AMATI & Associates 8 Co-creation Labs Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the world Co-creation Lab is… •  …an interactive work session among consumers, experts and the customer. They work together, to: •  openly attack one of the customer’s challenges •  co-develop one or more solutions to the challenge •  …playing a role in making the customer’s brand more relevant with the specific target groups, by generating insights and co-developing ideas. •  …a source of inspiration for the client, based on outside-in approach Co-creation Lab is not… •  …merely a diagnostic tool: it helps generate insights, but it is not traditional research •  …a replacement for designers and product managers •  …a turn-key solution, ideas are rough, inspired and relevant but require more in-depth/ technical development
  9. 9. AMATI & Associates 9 Co-creation Labs: Objectives Co-creation Labs can effectively deliver on several objectives: consumer interaction and actionable insights, relevant brand platforms, … Co-creation Labs objectives •  Exchange and confront ideas with leading edge consumers and/or experts •  Develop ways of becoming 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
  10. 10. AMATI & Associates 10 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  11. 11. AMATI & Associates 11 Co-creation Lab: Structure A Lab is a funnel from more general insights into specific solutions Structure Insight Platform solution challenge visualization Needstates and current perception Ideation Specification Visualization and Route to Market
  12. 12. AMATI & Associates 12 Co-creation Lab: Leading Edge Consumers 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 •  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 Why “leading edge” consumers? 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
  13. 13. AMATI & Associates 13 Co-creation Lab: Leading Edge Consumers There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important. Examples of Leading Edge Consumers • University student • Started own charity • Involved in theater scene • Working on opening his own gallery • Started own company after school • Plugged-in in all most important clubs • World traveller • Young DJ/song writer • Working in famous night club • Studied psychology abroad • Dreams of being a NatGeo photographer • Works as trend-spotter • Actively involved with children’s charity programs !  Articulate !  Outgoing !  Co-operative !  Creative !  Opinion leader !  Brand savvy !  Style-conscious !  Bright ! Mix male/female
  14. 14. AMATI & Associates 14 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  15. 15. AMATI & Associates 15 Credentials We have a truly cross-sector, cross-challenge, global experience in co-creation labs •  Amsterdam •  Barcelona •  London •  Mexico City •  Moscow •  New York •  San Francisco •  Taipei •  Toronto •  Warsaw •  New Concept Validation •  New Product Development •  Insight Generation •  Route to market development •  Launch Plan •  Prototype validation •  Brand Audit •  Brand Re-positioning Cities Topics •  Beer •  Beverages •  Consumer Electronics •  Domestic Appliances •  FMCG •  Food •  Health and wellness •  Lighting •  Luxury •  Pharma/ OTC •  Retail •  Spirits Sectors
  16. 16. AMATI & Associates 16 Co-creation with consumers and experts •  Why Co-creation? •  Definition •  Lab’s Objectives •  Structure •  credentials •  What we can do for your company
  17. 17. AMATI & Associates 17 Our role In the area of co-creation we can be useful in four pillars Co-creation Engine Tailor-Made LabDesign Execution Training Program Develop a Tailor-made Lab •  Collect customer’s requirement •  Translate them into a design •  Test design •  Fine Tune Develop a Training program From a basic Lab design, develop: •  Training Course •  Training Presentation •  Training Materials Lab Design and Execution •  Design and execute labs to address a specific business challenge Trainings Trainings Execute Training Programs to: •  Train the trainers •  Train the moderators •  Train Participants
  18. 18. AMATI & Associates AMATI & Associates Registered address: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 18

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