Uploaded byTom De Ruyck
Co-creating Concepts & Ideas
The document discusses co-creation concepts and ideas between companies and consumers. It notes that for every 4 projects that enter development at companies, only 1 makes it to the market, and at least 1 in 3 products fail despite planning and research. It advocates engaging consumers in the innovation process to develop things that people want by refining, redefining, competing with, and creating new categories. The document outlines a process for effective co-creation projects that includes defining objectives, selecting participants, briefing them, generating ideas in an online community, selecting the best ideas, and improving concepts through workshops.
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Co-creating Concepts & Ideas
- 1. Welcome! We’ll startin a minute..
- 2. Co-creating concepts & ideas Frommaking people want things to making things people want. Tom De Ruyck | Thomas Troch www.insites-consulting.com
- 3. Your hosts forthis Smartees Webinar Thomas Troch Tom De Ruyck Senior Research Innovator Head of Research Communities @thomastroch @tomderuyck
- 4. Innovate or die @thomastroch @tomderuyck
- 5. Special people +Special places a Special ideas ? @thomastroch @tomderuyck
- 6. For every 4projects that enter development, only 1 makes it to the market. At launch, at least 1 of 3 products fail despite high development costs, deep research and planning. Winning at New Products 4th Edition, Cooper, 2011 Making Ideas Work; Booz&Co, 2012 @thomastroch @tomderuyck
- 7. WHAT ARE WE DOING WRONG? @thomastroch @tomderuyck
- 8. Anna Kirah We come up with technology, then find a use – and try to invent meaning through advertising and communication… we have to push meaning to the beginning. @thomastroch @tomderuyck
- 9. Consumer creativity, to DIY for @thomastroch @tomderuyck
- 10. Consumers are refining products/services @thomastroch @tomderuyck
- 11. Consumers are redefining products/services @thomastroch @tomderuyck
- 12. Consumers are competing with brands @thomastroch @tomderuyck
- 13. Consumers are creating new categories @thomastroch @tomderuyck
- 14. Consumer creativity Refining Creative Competing consumers are solving Redefining unfilled needs Creating @thomastroch @tomderuyck
- 15. How about solving problems ina business context? @thomastroch @tomderuyck
- 16. 8/10 consumers want tohelp in co-creation projects of companies they like. The only thing they ask in return: give us feedback on what you do with our input. Social Media Around The World 2012, InSites Consulting @thomastroch @tomderuyck
- 17. CONSUMERS IN INNOVATION Richness Co-creation Crowd- sourcing Reach Yannig Roth (2012) @thomastroch @tomderuyck
- 18. Market research communities are highly appreciated by consumers. 36% prefer to participate in a branded research community. These communities come second after a Facebook community. Consumers believe that their feedback will have a high impact in a research community. The latter is their key motivation to help brands. Social Media Around The World 2012, InSites Consulting @thomastroch @tomderuyck
- 19. Profile # Number Duration @thomastroch @tomderuyck
- 20. OK, LET’S MAKE IT HAPPEN! @thomastroch @tomderuyck
- 21. 1. Solution space To setup an efficient and effective co-creation project, the objectives and the desired outcome need to be defined. Insights from previous research will guide and stimulate the creativity of your consumers. @thomastroch @tomderuyck
- 22. 2. Participants For the ideationof new products and services, a specific consumer is targeted in order to generate relevant ideas. Next to topic and/or brand identification, we differentiate between innovators and influencers. @thomastroch @tomderuyck
- 23.
- 24. High involvement Social independence Interpersonal influence Low involvement @thomastroch @tomderuyck
- 25. High involvement Independent Social innovators influencers Social independence Interpersonal influence Laggards Followers Low involvement @thomastroch @tomderuyck
- 26. 3. Briefing Participants join aninteractive chat session at the start of the project to discuss the briefing and compose a list of ‘ingredients’ that can be used to come up with and fine-tune ideas. @thomastroch @tomderuyck
- 27. 4. Community Consumers can generateideas and share their stories on the online research community. Their creativity is triggered by a continuous flow of new idea challenges and inspirational trends. @thomastroch @tomderuyck
- 28. Inspiration By highlighting sector and technology trends, consumers get inspired to link these with their own needs. They’re not only solving their own issues, the stories and pictures of the other participants are also a great source of inspiration. @thomastroch @tomderuyck
- 29. Ideation tool The ideation tool features an insight and a challenge for consumers to generate ideas before the deadline. To match the iterative and non-linear nature of idea generation, the Ideation Tool allows participants to post multiple ideas to the ideation challenges @thomastroch @tomderuyck
- 30. Level up theidea Participants can comment on each others ideas to improve them, resulting in a change of status, from mining to rough diamond, polished diamond and eventually a diamond ring… This gamification approach emphasizes the collaborative effort. @thomastroch @tomderuyck
- 31. 5. Qualitative pre- selection Based onthe ‘diamond status’ and a judging round with both participants and the client team, the best ideas are selected and visualized. These visuals and existing ideas in the company are shared with consumers to create the ultimate proposition. @thomastroch @tomderuyck
- 32.
- 33. This is whywe are CO-creating @thomastroch @tomderuyck
- 34. Involvement A successful concept needs to fit both the strategy and objectives of the brand and the needs of consumers. During engaging workshops the popular consumer ideas are being improved by the client team, while the ideas also inspire them to improve ideas that already exist in the company. @thomastroch @tomderuyck
- 35. Engagement Although not all ideas will make it to development, they are each solving relevant consumer needs. An overview of all the concepts is integrated in a Deck of idea cards, providing the company with a playful way to review and apply the findings now and in the future. @thomastroch @tomderuyck
- 36. THE PROOF OF THE PUDDING… @thomastroch @tomderuyck
- 37. ROAD TO MORERELEVANT IDEAS Community Community with with In-company Innovators “Ordinary” idea generation & Influencers consumers Idea screening in 5 countries Top 10 Uniqueness Top 10 Relevance @thomastroch @tomderuyck
- 38. Products with a co-creationclaim are perceived as more attractive, innovative, unique and relevant. Van Dijk, 2012 @thomastroch @tomderuyck
- 39. TOO GOOD TO BE TRUE? @thomastroch @tomderuyck
- 40. Innovation is notonly about generating and validating ideas, it’s about implementing them successfully and improving them continuously. @thomastroch @tomderuyck
- 41. Insighting Developing Business Objectives Optimizing Implementing @thomastroch @tomderuyck
- 42. Insighting The global designproject of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co- create the club of the future. A 3-week community with 120 design-savvy clubbers resulted in a consumer journey map, visualizing their needs, perception, experience and motivation. @thomastroch @tomderuyck
- 43. Developing To further improvethe transfer experience of travellers, Air France and KLM wanted to connect with their customers on an emotional level. After an Insightment Community, a group of 50 frequent travellers placed the insights into perspective. Their ideas resulted in 32 concept boards, the 4 most feasible were integrated in a quantitative and emotional concept screener. @thomastroch @tomderuyck
- 44. Implementing To support Vodafonewith the development of 12 new apps in 2012, and define the market messaging for each of the 9 relevant countries, we set up a series of communities. Key target group stakeholders were invited - consumers were recruited for participation over a 12 month period in order to test subsequent versions of the apps in a 360 view. @thomastroch @tomderuyck
- 45. Optimizing Marktplaats is aDutch classified advertising site owned by eBay. The company wanted to rejuvenate their website to improve the user experience. We set up a 3 month community with 140 users to explore the user experience, users needs and the communication campaign. @thomastroch @tomderuyck
- 46.
- 47.
- 48. Global connection: Looking forconsensus or tapping into differences. @thomastroch @tomderuyck
- 49. Peter Drucker The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself. @thomastroch @tomderuyck
Editor's Notes
- #5 InstagramPolaroid(It’s notabouttechnology)
- #6 Idea of creativity; Special people (baseball cap) in special placesthink up special ideas. Andconsumers are passivelywaitingforthem.
- #7 For every 4 projects that enter development, only 1 makes it to the market. At launch, at least 1 of 3 products fail despite deep research and planning. And its been estimated that 46% of all resources allocated to development and commericalization by US firms is spent on products that are cancelled or yield a completely inadequate financial return (from: Winning at New Products 4th Edition, Cooper, 2011, p9).
- #9 Anna KirahSenior Design and Innovation Anthropologist at SteriaMicrosoft Corporation
- #11 Bottom-up’s driving dynamic is hyperlocalism: they are innovations personally interesting to those who propose and implement them, and therefore, innovators have a personal stake in making sure things work, regardless of any extrinsic reward that might achieve by doing so.For bottom up innovation, in fact, almost the entire reward for participation is actually intrinsic. Apparently, you don’t need a big chunk of money to get people to do great things.
- #12 Bottom-up’s driving dynamic is hyperlocalism: they are innovations personally interesting to those who propose and implement them, and therefore, innovators have a personal stake in making sure things work, regardless of any extrinsic reward that might achieve by doing so.For bottom up innovation, in fact, almost the entire reward for participation is actually intrinsic. Apparently, you don’t need a big chunk of money to get people to do great things.
- #14 a bunch of skateboarders started a new style of skateboarding adopting techniques and moves from surfing and transferring them to the streets and empty concrete swimming pools in private residences. Interestingly, the movie represents a common development from user innovation to commercially exploited innovation. What these boys had started in a small repair shop developing skateboards for their personal use soon developed into a small business by selling to friends and acquaintances. With increasing publicity due to their success in skateboarding contests, companies became aware of the trend and started to mass-produce skateboards. In the meantime, skateboarding, a purely user-driven “business”, has become a $4.8 billion industry.
- #15 Vanuit unfulfilledneeds, alwaysbased on insightsConsumers are creative
- #18 Blown to Bits: How the New Economics of Information Transforms StrategyPhilip Evans, Thomas S. WursterRichness or reach? The trade-off used to be simple but absolute: Your business strategy either could focus on "rich" information - customized products and services tailored to a niche audience - or could reach out to a larger market, but with watered-down information that sacrificed richness in favor of a broad, general appeal. Much of business strategy as we know it today rests on this fundamental trade-off.Now, say Evans and Wurster, the new economics of information is eliminating the trade-off between richness and reach, blowing apart the foundations of traditional business strategy. Blown to Bits reveals how the spread of connectivity and common standards is redefining the information channels that link businesses with their customers, suppliers, and employees. Increasingly, your customers will have rich access to a universe of alternatives, your suppliers will exploit direct access to your customers, and your competitors will pick off the most profitable parts of your value chain. Your competitive advantage is up for grabs.To prepare corporate executives and entrepreneurs alike for a fundamental change in business competition, Evans and Wurster expand and illuminate groundbreaking concepts first explored in the award-winning Harvard Business Review article "Strategy and the New Economics of Information," and present a practical guide for applying them. Examples span the spectrum of industries--from financial services to health care, from consumer to industrial goods, and from media to retailing. Blown to Bits shows how to build new strategies that reflect a world in which richness and reach go hand in hand and how to make the most of the new forces shaping competitive advantage.
- #20 a small group (up to 150) of highly engaged people joined together by a common passion, connected online for a longer period, which are systematically engaged by applying various social media techniques for different business objectives, especially co-creation or even collaboration So, now we know what a research community means….what makes a great research community? We identify 4 key ingredients;1. The profile of the participants: we work with people that are interested and interesting. This means that we only invite people that are engaged with either the brand of the community or the topic of the community. This makes them interesting for us and our clients because they have something to say. 2. We usually invite between 50 and 150 people for a community. This is based on research we did for the ‘optimal threads’ or discussions. We found out that when a thread generates 30 posts or reactions from members, we see a saturation occurring of on topic arguments. After that, all arguments are likely to already have been said, and we see an increase in off topic posts. We calculated that we need between 50-150 people to generate this 30 posts per thread. And, not by accident, this is the same amount as researcher Robert Dunbar has found when he was doing research on the maximum amount of social connections people can maintain. They also call this: the number of Dunbar. 3. In terms of objectives, we can setup a community for different purposes, ranging from an early stage of funnel ‘insighting’ to concept development, brand development, to the actual launch of the product or campaign and final phase ‘optimizing’ of the product, brand or campaign. 4. Based on the objectives, and type of questions you want to ask the community, we can setup a community for 3 weeks/months/ or even ongoing. Let’s take a closer look at these ongoing communities.
- #23 Milkexample
- #33 Youdon’tknow the outcome up frontLetting GoConsumers are taking over my job?!
- #41 No one-shot action
- #48 ConsensusOpportunity