The document introduces co-creation, emphasizing its expansion in the scholarly domain, and defines it as a collaborative process between producers and users aimed at generating customer value. It discusses the shift from traditional organizational structures to more integrated consumer involvement in product and service development, influenced by technological and social changes. The document concludes that while co-creation is not a new concept, its current scale and impact on consumer-brand relationships represent a significant transformation that is unlikely to revert.

1. Introduction to co-creation
Felix Koch
Consultancy Director – Promise Communities

2. Co-creation Explosion
Mentions of ‘co-creation’ in the scholarly domain
1,770
1,410
1,070
800
630
550
400
340
270
220
1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Source: Promise, based on Google Scholar data. Retrieved on 27th July 2010 using the search term ‘co-creation’ and sorted by year. 2010 data excluded as incomplete.

3. This presentation is going to be a hybrid!

4. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

5. Insight Innovation Strategy

6. Our difference:
Co-creation
the practice of product, service and strategy
development that is collaboratively executed
by consumers, staff and stakeholders together
in collaborative spaces

7. We co-create off- and online

8. Client logo
(no bigger
than box)

9. Company History
[4. mobile]
2. online
1. face-to-face
3. hybrid

10. Business functions we touch:
Producing Selling Supporting
Research &
Market Research HR
Development
Production &
Marketing & PR Legal
Quality
Distribution & Finance &
Sales
Logistics Accounting

12. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

13. The old world
firm,
organisation/ clearly defined
company boundaries
consumer/
citizen

14. Production & consumption are separated.

15. New products are developed by experts isolated
from consumer needs & creativity.
Client logo
(no bigger
than box)

16. Consumer input is tightly controlled,
mediated and mostly uncreative.
Client logo
(no bigger
than box)

17. The old world
organisation/
company
consumer/
citizen

18. Catalyst #1: the ICT revolution

19. Catalyst #2: explosion of the social web

20. Catalyst #3: cognitive surplus (Clay Shirky)
200 billion hours = time US adults
spend watching TV each year
100 million hours =
time it took to
create Wikipedia

21. The new world
organisation/
company
organisation/ consumer/
company citizen
consumer/
citizen

22. The new world
organisation/ consumer/
company citizen

23. The new world
organisation consumer
company citizen
permeable co-creative
boundaries spaces

24. Consumers become producers

25. New products developed by experts and
consumers sharing collaborative spaces.

26. Consumer input is unmediated, bottom-
up & creative.

27. Co-creation is nothing new (its scale is)
pre-history 1960s 1970s 1980s 1990s 2000s 2010
Psychoanalysis
(Freud)
Participatory architecture
(Gehl, Price, Huth)
User innovation
(von Hippel)
User-centered design
Open source movement
(Linux, Mozilla)
Application of
co-creative
principles
Client logo
(no bigger
than box)

28. Hypothesis: we are returning to
pre-capitalist values and relationships
pre-capitalist capitalist web-capitalist
one-to-one one-to-many one-to-one/
many-to-many
craftmanship mass production mass customisation
direct feedback indirect feedback direct feedback
dialogue silos dialogue
bottom-up top-down bottom-up

29. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

30. NOT mass customisation (lack of interaction)

31. NOT crowdsourcing (volume-driven, no iteration)

32. NOT listening to conversations (lack of purpose)

33. What defines co-creation:
Creativity Collaboration Control
focus on outcomes interactivity purposive;
non-rational focus real-time component often time-bound
reaching new places social organisation-led
‘creative’ approaches facilitated
[not just choosing] [not a solo effort] [not organic]

34. A working definition:
Co-creation is an active, creative
and social process, based on collaboration
between producers and users,
that is initiated by the firm
to generate value for customers.

35. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

36. 3 applications for co-creation communities:
Insight
Strategy Innovation

37. 2 main types of co-creation communities:
On-going consumer advisory boards One-off bursts
(insight and innovation) (innovation and strategy)

38. What we believe in:
Only Experts!
!
Regular consumers, too?

39. What we believe in:
Always open!
!
Closed and private.

40. What we believe in:
Marketing Communities
Insight & Innovation
Communities!

41. The double diamond of co-creation
number
of ideas
time

42. A typical process
Pre-Launch Month 1 Month 2 Month 3
Community members
1. 2. 3. 4.
Set-up Warm-up Co-creation Testing & development Filtration
Creative
development

43. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

44. case
Change management & employee engagement
study

45. Challenge
Define a new, motivating, & future-proof Mission, Vision, Values
statement together with several thousand executives.

46. Process
The overall process from set-up through to bringing the new
mission to life spanned 4 months:

47. Setting the ground for collaboration
Why is this project going to
be a total failure?
What three things do you
hate about Kraft?

48. Results
An employee co-created mission, vision and values statement
developed & signed off in under four months

49. case
Consumer co-creation (Insight & NPD)
study

50. Challenge
Increase penetration and frequency by developing a new campaign
and filling the NPD pipeline.

51. Solution
The Activia Advisory Board populated with 400 key consumers who
engaged in a coms development and NPD workstream.

52. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

53. Outlook
1. Co-creation fatigue?
Consultancy Director – Promise Communities
2. IP & ownership?
3. Technocracy?
4. Bottom of the pyramid?

54. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

55. Summary
• Co-creation is not new, but the sheer scale of its growth is
• Co-creation is an emerging discipline, not a trend
• The relationship between consumers and brands is
changing fundamentally
• There is no going back
• We haven’t even scratched the surface

56. 1. About Promise
2. Introduction to co-creation
3. Definition
4. Online co-creation communities
5. Real life examples
6. Outlook
7. Summary
8. Literature
9. Q&A

57. Further reading

58. Dankeschön!
Felix Koch
Consultancy Director – Promise Communities
fkoch@promisecorp.com

60. Online Market Research & NPD approaches
BASED ON EXISTING DATA -
CREATING NEW DATA - FACILITATED
NATURALLY OCCURING
Passive & active Traditional online research Online co-creation
listening research
Social Media
Monitoring
(SMM)
Brand- 360° NPD
Online (Design) Crowd-
owned cycles using
Surveys Com- sourcing
SM online
& Panels petitions
channels communities
Data mining
of NOOCs,
YouTube,
Wikis etc.
Netnography
Client/researcher Participant
in control in control

61. Success: how we can measure the impact of
co-creation?