Uploaded byFiliberto Amati
Consumer co-creation
The document discusses the concept of co-creation with consumers and experts, highlighting its importance in enhancing product success and profitability. It outlines various types of co-creation, the structure and objectives of co-creation labs, and the role of leading edge consumers in the process. Amati & Associates emphasizes their credentials and capabilities in facilitating tailored co-creation labs to address specific business challenges.
More Related Content
Consumer co-creation
- 1. AMATI & Associates 1 Co-creation withconsumers and experts
- 2. AMATI & Associates 2 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 3. AMATI & Associates 3 Co-creation: Whyis 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. AMATI & Associates 4 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 5. AMATI & Associates 5 What dowe mean by co-creation? Under the co-creation umbrella fall a number of very distinct concepts
- 6. AMATI & Associates 6 Types ofCo-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. AMATI & Associates 7 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 8. AMATI & Associates 8 Co-creation Labs Co-creationLabs 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. 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. AMATI & Associates 10 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 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. 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. 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. AMATI & Associates 14 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 15. AMATI & Associates 15 Credentials We havea 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. AMATI & Associates 16 Co-creation withconsumers and experts • Why Co-creation? • Definition • Lab’s Objectives • Structure • credentials • What we can do for your company
- 17. AMATI & Associates 17 Our role Inthe 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. AMATI & Associates AMATI & Associates Registeredaddress: ul. Pułku Baszta 4A lok. 26, 02-649 Warszawa, polska nip: pl 5213627346 url: www.filibertoamati.com 18