Co-creating consumer insights for successful new product development by Jochum Stienstra Presented at Merlien Institute's International Conference on Qualitative Consumer Research & Insights, 7 & 8 April 2011, Malta

1. 25 januari 2011
Amsterdam

2. Cocreation of insights
Jochum Stienstra

3. Cocreation?

4. Prahalad
Co-creation is a form of open
innovation: involving
stakeholders in important
decisions.

5. What is an insight?
sudden
Intuïtive
Emotional

6. Systeemverandering: niveaus van
waarnemen
The brief encounter with anything that
triggers our imagination, is a better drug
to our mental state than a profound
research
Simon Vestdijk
A mind, once stretched by a new idea,
will never return to its original
dimensions
Oliver Wendell Holmes

7. Theory U: levels of perception
Download See what you always see
Seeing Observe the system
Understand your own role in the
system
See yourself in a future system

8. Identitity and sensemaking

9. Insight research
Stimulate intuïtion
Shift
• from ‘de objectieve truth’ to ‘my role in
reality’
• from ‘understanding reality’ tp ‘change
reality’
• from Certaincy to naar plausibility,
• from reason to imagination
Connect
• inside and outside
• research and action

10. Insight researcn
Find needs
Generate ideas
Test ideas

11. Conditions
A dedicated, diverse team
Business, market intelligence, designers, technicians, researchers, target
groups
Een method matching the holistis character of insights
Helping to cocreate insights with stakeholders
A limited timezone
Under pressure all will become liquid

12. Narrative approach
Stimulate intuïtion
Shift
• from ‘de objectieve truth’ to ‘my role in
reality’
• from ‘understanding reality’ tp ‘change
reality’
• from Certaincy to naar plausibility,
• from reason to imagination
Connect
• inside and outside
• research and action

13. Scaling

14. Trigger imaginiation: homework

15. 21 connected insights,
250 connected ideas

16. 21 connected insights,
250 connected ideas

17. 21 connected insights,
250 connected ideas

18. 7 ideas
High quality ideas
Out of the system: new thinking
Production of all stakeholders
A database for ‘permanent co-creation’

19. Insight management cyclus
Create
Development Act
vision
Expand and
improve
Anchor
Test Share
Involve

20. Discussion

21. Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org