how to be successful in co-creation research

The Swarovski Innovation Research Community

Volker Bilgram

Dr. Johann Füller

Dr. Birgit Rieder

Esomar Online Research 2009, Chicago

How to be successful in Co-Creation Research?

Web-based Exchange Triad

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Innovation Research

Community

An Innovation Research Community combines marketing research and co-creation with users in an online community setting.

The Swarovski Enlightened™ IRC

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http://www.enlightened-watch-design-contest.com

The 3 Dimensions of an IRC

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Co-Creation Marketing Research Community

Innovation Research

Community

The 3 Dimensions of an IRC

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Co-Creation Marketing Research Community

Innovation Research

Community

Watch Configuration Tool

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• Configuration of own watches selecting from 24 components.

• Selection and free placement of 108 different gemstones.

• 1.300 configured designs were submitted by users.

• 147.000 gemstones were incorporated in the designs.

Configured Designs

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Configured Designs

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Further Configured Designs

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Upload of Freely Created Designs

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• Upload feature for designs freely created with graphical software.

• Downloadable examples of gems and material for inspiration.

• More than 700 freely created designs were submitted.

Examples of Submitted User Designs

The 3 Dimensions of an IRC

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Co-Creation Marketing Research Community

Innovation Research

Community

Gallery of User Designs

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User Evaluation of Designs – Stated Preferences

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• Evaluation of designs either with „short“ evaluation or detailed evaluation (“vote&win”).

• Possibility to comment on designs and provide suggestions for improvements.

• 6.000 evaluations were completed by the members of the IRC.

Backend Research – Observed Preferences

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e.g. wristbands used e.g. gemstones used

• In the backend of the configuration tool, data was collected regarding the usage of components and gems for the configured designs.

• In addition, preferred combinations of components and gems could be identified.

The 3 Dimensions of an IRC

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Co-Creation Marketing Research Community

Innovation Research

Community

The Design Community

12.11.2009 22

• Open accessible community (short registration required).

• User profiles with own avatars, created designs, evaluations and comments.

• 1.652 users joined the Swarovski Enlightened™ IRC.

User Avatars

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Recruitment of Participants

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• Recruitment of (semi-) professional designers by placing banners on selected design-related websites.

• Editorial reports about the contest on relevant websites.

• Word-of-mouth via 2.000 invitations sent by members of the IRC.

www.core77.com

www.elle.de

www.yankodesign.com

www.design-report.de

Viral Effects

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www.trendhunter.com

• Independent websites reported on the contest as well as on specific submissions and created buzz all over the world.

• Users from 48 different countries joined the IRC.

• 7.5 million page impressions within 8 weeks.

www.selectism.comGoogle search results

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Origins of Participants

Postprocessing – Baselworld

A prototype of the

winning watch design

was showcased at the

Baselworld – the

world„s leading watch

and jewellery fair.

Postprocessing – Forrester Groundswell Award

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• Finalist at the Forrester Groundswell

Awards in the category Embracing.

• Featured in “Best Practices in User-

Generated Content“ for Forrester

Leadership Boards.

http://www.forrester.com/Groundswell/embracing/

watch_design.html

Benefits of the Swarovski Enlightened™ IRC

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Identification of customer preferences regarding wristwatches

with applied gems.

Insights into trends and innovative ideas.

Communication of the new brand “Enlightened” and positioning

as a customer-oriented and innovative company utilizing viral

effects in social media.

Design contest for both (semi-)professional designers and

people of the target group.

Implementation of a co-creation research community with Web2.0

functionalities for continuous trend research and co-creation.

Follow-up Contest on the IRC Platform

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http://www.enlightened-jewellery-design-competition.com

• Design contest in the

field of jewellery and

necklaces.

• 3.536 registered

members created

more than 3.000

designs.

12.11.2009

Your contact at HYVE:

Volker Bilgram

volker.bilgram@hyve.de

www.hyve.de

www.twitter.com/HYVE_CoCreation

www.xing.com/profile/Volker_Bilgram