Co-creation means a lot of things to a lot of people. This presentation shed some lights on the definition and the typologies of co-creation, before presenting the work we do through labs

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& Associates
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Co-creation with consumers and experts

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& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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Co-creation: Why is it important?
According to a study published by the Universities of Tokyo and Wien, co-created products sell more and at better
margins… (at least in Muji chain in Japan!)
Co-created products sell
3x vs. others in Year 1
Co-created products have 4x
better Gross Margins in Year 1
Co-created Products
generated a turnover
5x vs. others in Year 3
Co-created products have 6x
better Gross Margins in Year 3
Co-created products are more likely to
survive the 3 years observation period
BENCHMARK

4. AMATI
& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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What do we mean by co-creation?
Under the co-creation umbrella fall a number of very distinct concepts

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& Associates
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Types of Co-creation
We can segment types of co-creation by two dimensions: effort required and consumer/expert typology
Task
(e.g. one off
activity)
Project
(e.g. set of
one-off activities)
Program
(e.g. set of on-going
activities)
Standard
Consumers
Lead
Users
Experts
TypesofEffort
Types of Consumers
Crowd-funding
Crowd--voting
Crowdsourcing
Macro/Micro-work
Contests
Open Source
Co-design/
Co-development
Co--authoring
Co-creation Labs
OI Platforms
Crowdsourcing (feedback)
e.g.,
e.g., AMATI
& Associates
Focus
And focus of
This presentation
Diageo co-developed a
new brand with the winning
bartender of the Show Your
Spirit contest
Frito Lay
let’s consumers choose
next set of flavors
to be launched

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& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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Co-creation Labs
Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the
world
Co-creation Lab is…
• …an interactive work session among
consumers, experts and the customer.
They work together, to:
• openly attack one of the customer’s
challenges
• co-develop one or more solutions
to the challenge
• …playing a role in making the customer’s
brand more relevant with the specific
target groups, by generating insights and
co-developing ideas.
• …a source of inspiration for the client,
based on outside-in approach
Co-creation Lab is not…
• …merely a diagnostic tool: it helps
generate insights, but it is not traditional
research
• …a replacement for designers and
product managers
• …a turn-key solution, ideas are rough,
inspired and relevant but require more
in-depth/ technical development

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& Associates
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Co-creation Labs: Objectives
Co-creation Labs can effectively deliver on several objectives: consumer interaction and actionable insights,
relevant brand platforms, …
Co-creation Labs objectives
• Exchange and confront ideas with
leading edge consumers and/or experts
• Develop ways of becoming more
aspirational and relevant for a specific
target consumer
• Connect and leverage the creativity of the
target group through jointly developing
concrete and breakthrough business
applications
• Gain front-line experience and
actionable insights into consumers’
perspective

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& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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Co-creation Lab: Structure
A Lab is a funnel from more general insights into specific solutions
Structure
Insight Platform
solution
challenge
visualization
Needstates and
current perception
Ideation
Specification
Visualization
and Route to Market

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& Associates
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Co-creation Lab: Leading Edge Consumers
Focusing on leading edge consumers has dual benefit: first to sparkle creative output of the session, and later to
develop a concept of inspiration for all the others
• Because they are outspoken, brand conscious, articulate
and original
• Have a clear opinion
• Connected and “in the know” (about what’s happening
locally and internationally)
• Source of inspiration and able to build on each others’
ideas rather than “just criticising”
• Confident and used to developing new/own ideas
instead of “copy/paste” what’s already out in the market
Why “leading edge” consumers?
Homophily: individuals tend to bond
and associate to others a.k.a. Birds of
feather flock together
Complex Adaptive Systems: network of
independent dynamic relationships
that adapt and learn from each other
+
Swarm Intelligence: collective behavior
of decentralized, self-organized systems

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& Associates
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Co-creation Lab: Leading Edge Consumers
There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important.
Examples of Leading Edge Consumers
• University student
• Started own charity
• Involved in theater
scene
• Working on opening
his own gallery
• Started own company
after school
• Plugged-in in all most
important clubs
• World traveller
• Young DJ/song writer
• Working in famous
night club
• Studied psychology
abroad
• Dreams of being a
NatGeo photographer
• Works as trend-spotter
• Actively involved with
children’s charity
programs
! Articulate
! Outgoing
! Co-operative
! Creative
! Opinion leader
! Brand savvy
! Style-conscious
! Bright
! Mix male/female

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& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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Credentials
We have a truly cross-sector, cross-challenge, global experience in co-creation labs
• Amsterdam
• Barcelona
• London
• Mexico City
• Moscow
• New York
• San Francisco
• Taipei
• Toronto
• Warsaw
• New Concept Validation
• New Product Development
• Insight Generation
• Route to market development
• Launch Plan
• Prototype validation
• Brand Audit
• Brand Re-positioning
Cities
Topics
• Beer
• Beverages
• Consumer Electronics
• Domestic Appliances
• FMCG
• Food
• Health and wellness
• Lighting
• Luxury
• Pharma/ OTC
• Retail
• Spirits
Sectors

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& Associates
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Co-creation with consumers and experts
• Why Co-creation?
• Definition
• Lab’s Objectives
• Structure
• credentials
• What we can do for your
company

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& Associates
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Our role
In the area of co-creation we can be useful in four pillars
Co-creation Engine
Tailor-Made
LabDesign
Execution
Training Program
Develop a Tailor-made Lab
• Collect customer’s
requirement
• Translate them into a design
• Test design
• Fine Tune
Develop a Training
program
From a basic Lab design,
develop:
• Training Course
• Training Presentation
• Training Materials
Lab Design and Execution
• Design and execute labs to
address a specific business
challenge
Trainings
Trainings
Execute Training Programs to:
• Train the trainers
• Train the moderators
• Train Participants

18. AMATI
& Associates
AMATI
& Associates
Registered address:
ul. Pułku Baszta 4A lok. 26,
02-649 Warszawa, polska
nip: pl 5213627346
url: www.filibertoamati.com
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