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

1. AMATI
& Associates
Consumer Co-creation

2. AMATI
Table of Content
http://www.filibertoamati.com
http://www.filibertoamati.com
& Associates
• Co-creation
•
•
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•
Definition
Objectives
Structure
Topic
Leading Edge consumers
Timing
• What we can do for you
• Credentials
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3. CO-CREATION
AMATI
& Associates
Under the co-creation umbrella fall a number of very distinct concepts
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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. 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
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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. CREDENTIALS
AMATI
& Associates
Cities
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Amsterdam
Barcelona
London
Mexico City
Moscow
New York
San Francisco
Taipei
Toronto
Warsaw
Topics
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New Concept Validation
New Product Development
Insight Generation
Route to market development
Launch Plan
Prototype validation
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17. CREDENTIALS
SANITIZED
AMATI
& Associates
Pictures from past co-creation sessions: Domestic Appliances in London
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18. CREDENTIALS
SANITIZED
AMATI
& Associates
Pictures from past co-creation sessions: RTD in Canada
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