This document discusses collaborating with consumers through co-creation. It provides an example of how Heineken collaborated with designers, consumers, and researchers to develop new designs. It notes some of the challenges of structural collaboration from the perspective of both companies and consumers, such as companies having resistance to new initiatives or consumers having no compensation for their ideas. However, it also discusses opportunities like generating positive word-of-mouth for companies or allowing consumers to seek information and fulfill personal needs. The document emphasizes that co-creation is about learning from each other through the process rather than just the finished product outcome.

1. Collaborating
with consumers
Case: Heineken Open Design Explorations
Tom De Ruyck
Head of Research Communities, InSites Consulting
Anouk Willems
Senior Research Innovator, InSites Consulting
@Tomderuyck
@AnoukW1

2. Nice to meet you
@Tomderuyck: België |
Design & architectuur | Wijn
| Twitter| No Status Quo|
#MROC | Head of Research
Communities
@AnoukW1: Utrecht |
Wielrennen | Italie |
Marketing| co-creatie |
Entrepreneurship | #MROC |
Senior Research Innovator

3. Fact sheet
 Spin-off of top-ranked business school
 15 years of experience and know-how
 Pioneer and innovator in online methods
 Covering any marketing domain
 Fully independent
 Ghent, Rotterdam, London, Timisoara, New York
 125 passionate employees
 Proprietary research panel in +25 countries
 Most awarded agency by ESOMAR
Who we are

5. COL
Collaborating with
LAB consumers
CASE. How Heineken collaborated with
designers, consumers and researchers.
ORA
TION

6. Co-creation
Designers & Research?!

9. Inspired by trendy clubgoers

10. A matching way of reporting

11. ... for maximal impact

13. IF YOU WANT TO EXPERIENCE IT,
COME AND VISIT US AT THE
SALONE DESIGN FAIR IN MILANO
APRIL17-22TH OF APRIL 2012

14. COL
Collaborating with
LAB consumers – part 2
WORKSHOP. What does structural
collaboration mean for company and
ORA
consumer?
TIO

15. Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Outline
Company
(impact on the company)
Research objective & approach
? Meet the UK mums
?
Moments & Needs:
A week in the life of a UK mum
Challenges Opportunities
(fears, barriers, disadvantages) (Drivers, advantages.)
Opportunities
? ?
Consumer
(impact on consumers)
Collaborating with consumers

16. Structural collaboration with consumers
What are the challenges and opportunities to collaborate & co-create with consumers?
Outline
Company
(impact on the company)
Resistance for new initiatives
Positive WOM
Kill own ideas Research objective & approach
Cost-efficient
Are we open-minded?
Meet the Brand positive efforts
UK mums
Loads of unstructured info
Unsure results Moments & Needs:
Consumer relevant ideas
A week in the life of a UK mum
Challenges Opportunities
(Drivers, advantages.)
(fears, barriers, disadvantages) Opportunities
Heavy workload Fun
No ‘salary’ for ideas Helping others
Good ideas, not executed Recognition from the company
Other ways to get famous Skill development
with my ideas Consumer Information seeking
(impact on consumers) Personal need
Collaborating with consumers

17. Collaboration and co-creation are
trends; in 3 years, these will blow
over.
Collaborating with consumers

18. Collaboration is more important
for the company than for the
consumer
Collaborating with consumers

19. Collaboration is not about the
outcome. The process is more
valuable.
Collaborating with consumers

20. Collaboration: the
round up
1. Co-creation can be done with different
groups of people (e.g. amateurs vs.
designers)
2. Involve consumers for inspiration &
consumer relevance. The final creation is
still up to professionals
3. Co-creation is not about a finished product,
it’s learning from one another & it’s about
the need behind an idea. If you play it well
there are external leverage effects (PR &
Marketing)

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