Download - 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
www.hyve.de
www.twitter.com/HYVE_CoCreation
www.xing.com/profile/Volker_Bilgram
