co-creation as part of innovation process, an introduction
DESCRIPTION
Co-creation is all about getting your target customer base directly involved in the creative process and essentially delivering 'customer-made' brands, products, services and campaigns through their active involvement and sense of brand ownership. This presentation is an introduction to 5 key techniques used in the innovation process.TRANSCRIPT
Introducing co-creation
What is co-creation?
• Co-creation is all about getting your target customer base directly involved in the creative process and essentially delivering 'customer-made' brands, products, services and campaigns through their active involvement and sense of brand ownership.• Customers can be involved at the first stage of need identification and idea generation,
and/or towards the end when refining conceptsIts about brands being open and agile – moving away from one way communications
• Co-creation groups can come in all manner of guises but primarily either via actual workshops or online forums/panels.• 5 key types will be discussed
After co-creation comes collaboration, but that’s for another slide deck…
• It makes the organisation more customer orientated• Improves relationships with customers• Increase the success rate of new innovations
• It is instrumental to Value Chain Management. – As the Internet of Things continues to take hold, manual tasks become defunct
and the value of products and services are based more and more on creativity — the innovative ways that they take advantage of new materials, technologies and processes.
– VCM is about how to create value; how to coordinate the continuous innovations of creative contributors and how to make that process efficient for the customer and the contributor. • Creative networks will bring the same scale to creativity that social
networks do to our to our circles of friends.
Benefits of co-creation
5 types of co-creation
Co-creationworkshops Crowdsourcing Open Source
Mass Customisation
User generatedcontent
• Specific or ‘lead’ users involved with brainstorming to generate ideas or are involved with concept workshops to enhance ideas– with or without the client in attendance
• Useful for:– Obtaining ideas on customer needs, met or unmet– Identifying short or medium term service/product
improvements– Example of brands who use it: Yeo Valley, Blackberry,
SearchTeam
#1: Co-creation workshopsClub of experts or Coalition of parties
• Pose a problem or a question to a large audience and offer a reward for the winning idea.– Interaction with the customer is minimal, since the ideas are developed
by the customers themselves
• Useful for:– Solving specific identifiable technical problems– Inspiration through new ideas that will expand your employees views– Generating lots of free publicity for an upcoming product/service– Improving customer engagement
– Example of brands who use it: Procter & Gamble, Elektrolux, Heema, Unilever, Heineken
#2: CrowdsourcingCrowd of people
• A large number of volunteers actively involved in the development and maintenance of a product. – Typically applied to the development of new software
or technical standards.
• Useful for:– Non profit organisations
– Example of brands who use it: Fire Fox, Creative Commons
#3: Open source:Community of kindred spirits
• Customers can design their own product within the framework you define. Typically selecting different colours, shapes or materials for the product parts. – As a result they produce a premium price product they are
willing to pay for.
• Useful for:– Brand image and positioning– Creating brand ambassadors
– Example of brands who use it: NikeID, Lego Factory
#4: Mass customisation
• Customers create either own ‘products’ that they share through your system or platform.– Especially suitable for digital product or services– The right platform can even become a brand in its own
right.
• Useful for:– Publicity purposes– Community engagement
– Example of brands who use it: YouTube, flickr, Slideshare
#5: User-generated content
Critical success factors for co-creation
1. Don’t’ be afraid to share information– There is a direct relationship between the amount and the value of
information you share and the value of it and the idea you get in return
2. Be honest to (potential) customers– (Potential) customers have an uncanny ability to suss out if you are
telling the truth or not. Honesty from your side will be rewarded by honesty from customers
3. Be sincerely interested– When a customer feels you are sincerely interested in their opinion,
every questions will be answered and you will have access to a wealth of information and ideas
Co-creation journey
Inspire participation
Select the best participants
Connect creative minds
Share resultsContinue developments
The concept in a slide
• Co-creation is all about getting your target customer base directly involved in the creative process & essentially delivering 'customer made' brands, products, services and campaigns through their active involvement and sense of brand ownership.– Its about brands being open and
agile – moving away from one way communications
• Co-creation groups can come in all manner of guises but primarily either via actual workshops or online forums/panels.
Why partner with Redshift Research for
your co-creation work?
About Redshift Research• Redshift Research helps its clients win and retain customers. We’re an insight led consultancy.
• Our key team members’ initial careers spanned teaching to finance, IT to retail and even weather forecasting before turning to the world of marketing research. The broad backgrounds meshed together well when they worked together in an agency specialising in the engineering and manufacturing sector. Despite forming a new agency in 2007 we have continued to support marketing communications activities in these sectors both at the tactical level of content creation and the more strategic level of audience understanding and influencing: co-creation is one technique in the process. This specialism has taken us to a broad range of sectors since our inception, including the non-for-profit sphere.
• We do research for business - we use a range of analytical and modelling techniques to explore original and public data, social and digital data and even your own transactional information .
We do research for marketing agencies - Whether you’re looking for content for a media campaign or need objective planning insight we can help.
• We have our own opinion panel -Direct access to 7.2 million consumers and BDMs through our own
Crowdology™ polling panel.
• Our team of approachable senior research professionals offer creative, bespoke, yet affordable solutions that meet your exact needs. Based in the U.K and US, Redshift Research delivers outcomes that span multiple geographical regions.
Our Approach- Surveys, focus groups & panels- Influencer identification- Membership data review- Creative review- Insight & intelligence
- Measurement framework- Monitoring, listening, watching, forecasting
- Identify gaps- Technology & workflow- Policy & governance- Business planning
- Strategy- Education & certification- Programme planning & integration
- Design & development products & services- Digital & traditional content
- Community management- Influencer engagement- SEO optimisation
- Effective programme design- Issue management- Marketing strategy input
What we do
What we enable our clients to do
Our services
Quantitative services•Audience understanding & segmentation•Predictive modelling•Social media analytics•Tracking studies
Qualitative services•Customer voices•Stakeholder reviews•Co-creation workshops
Data
Insights
Road map or content
Contact Info
Guy WasherManaging Director
Tel: +441732 356399Mob: +447872024910
US Office UK Office
212-539-3214 +441732 356399300 Park Ave South Commotion House11th Floor Morley RoadNew York Tonbridge, KentNY 10010 TN9 1 RA
While Redshift is based in the UK and US, the company works across the globe, across time zones and languages. Our consortium relationships give us access to 7.2 million respondents in 46 countries worldwide. Although Redshift specializes in providing services to Marketing Communications companies (the Crowdology polling panel, for example) it has a long pedigree of full service research project execution across industry sectors. Redshift Research is adept at executing focus groups, face-to-face interviews, telephone interviews, online research, desk research and statistical modelling, to mention just a few techniques.
www.redshiftresearch.co.uk www. crowdologyresearch.com
Jane HalesClient Services Director
Tel: +441732 356325Mob: +447976 555 108