how to be successful in co-creation research
DESCRIPTION
Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest.TRANSCRIPT
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
2
Innovation Research
Community
An Innovation Research Community combines marketing research and co-creation with users in an online community setting.
The Swarovski Enlightened™ IRC
3
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
5
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
28
• 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