INSPIRING INNOVATION THROUGH CO-CREATION Among other online co-creation tools such as crowdsourcing platforms or co-creation studies, co-creation processes are initiated by a phase of “opportunity seeking” in which the Netnography approach is applied. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights. Practical Cases from the cosmetics industry A toolset of co-creation and open innovation Realizing and implementing co-creation programs form opportunities and ideas to product launch Dr. Michael Bartl, CEO , HYVE AG.

1. InnoCosmetics Europe
Inspiring Innovation Through
Co-Creation
Dr. Michael Bartl, CEO, HYVE AG

2. Changing Models of Innovation
“Not all the smart
guys work for us”
 from Closed Innovation to Open
Innovation.
 Utilize Ideas, Creativity,
Competences and Talent from
outside the company.
 Processes, culture, structure and
methods are adapting.

3. The informed, networked and active consumer
Knowledge is democratized and can
be acquired and assimilated
„anytime“ & „anyplace“ in the Web.
Armed with new connective social
media tools, consumers are eager to
interact and exchange opinions,
solutions and challenges regarding
products, brands and their lifes.
Empowered consumers are motivated
and capable to create content & user
innovations.

4. Evolutionary Steps of Market Research
Co-Creation &
Community
Research
Online
Research
You can’t innovate with today’s
consumers using yesterday’s
Telephone
methods!
Interviews Transfer of traditional methods
Face-to-face & to a new medium in a faster and Development of contemporary and
Paper Pencil more efficient way concerning modern methods and tools to utilize
Interviews
Questionnaires costs, speed, reach, and at the the power of consumer communities
same time ensure information .
quality with the help of online • Netnography
panels. • Crowdsourcing
• Co-Creation Studies
• Online Surveys Concept Test • Lead User
• Virtual Conjoint Analysis
• Virtual Interviewing Software
• etc.

5. Three areas of methodological developments
Observational Online Research Crowdsourcing
Research Toolkits Communities
Utilizing online communities Web-based, interactive,
closed << intelligent and playful tools
Activate the „creative >> open
as source of Consumer mass“ for idea generation
Insights and Innovation via (qualitative & quantitative) to and problem solving using
Netnography engange and empower open online platfoms
and Web-Analytics consumers

6. Three areas of methodological developments
Observational Online Research Crowdsourcing
Research Toolkits Communities
Utilizing online communities Web-based, interactive,
closed << intelligent and playful tools Activate the „creative >> open
as source of Consumer
Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation
Netnography engange and empower and problem solving using
and Web-Analytics consumers open online platfoms

7. Netnography - Online communities as source of innovation

8. Netnography - Online communities as source of innovation

9. Netnography - Online communities as source of innovation

10. Netnography – online communities as source of
Tanning Desasters
innovation S: MY GOD!!!!!!!! THIS SOOOOOOOOOO HAPPENED TO ME!!!! i absalutely HATE the jergens natural glow now. my neck
i looked like i had a skin disease!!!!!!! it was impossible to scrub off
was sooo blotchy and my dad told me
the remaining parts!! i scrubbed and scrubbed at my neck with a lufa until my skin was red but the blotches
still wouldnt come off!!! i ALSO have the jergens natural glow for the face(which was the biggest waste of money)
because ya! i would apply it before iwent to bed and the next morning-NOTHING!! it didnt even work and it stunk
horribly and gave me a stuffy nose!! i will NEVER use this line again!!!!!!
TanSweetHrt4Hi Source: www.iamtan.com / no date and time available
Challenge of De-Tanning
Q: I know we talked about this a little while ago, but I tried using nail polish remover to make sure the corners
of my nails didn't get orange, but it didn't work. Normally I just clip my nails really short so if there is
discoloration you can't really tell that much, but it's really starting to bug me. The nail polish remover is
acetone free... does that make a difference?
Source: www.sunless.com / 10-29-06 20:01 until 10-31-06 08:39
Jamie A
Different seasons – different tanning habits
S: Fall and winter is a good time for new people to practice or for those of us who like to experiement
with new techniques. Mistakes are hidden under long pants and long sleeves.
Source: www.sunless.com / 10-31-06 07:25
Laurie lu
Racoon Eyes and cosmetical corrective
I think that I have the worst racoon eyes in the world. Everyone at the gym I work at has let me
know that my eyes are REALLY WHITE. I looked at a pic of me from a few days ago and it looked like
my eyes where glowing in the dark! You gotta wear the goggles when you use a tanning bed so I
think the best solution unfortuneatly would be to use sunless tanner.
Source: www.iamtan.com
rocker-tan

11. Listening in with Netnography – A systematic approach
Identification and community qualitative in depth Insight translation
Definition of observation and analysis, interpretation
selection of online into product and
research field software-aided and aggregation
communities & service solutions
sources data gathering consumer insights

12. Food
Consumer Insights/Ideas/Growth Fields in
food, cooking and household apparel topics.
Beauty & Care
Consumer Insights/Ideas/Growth Fields in
grooming and (wound) care topics.
Sports
Consumer Insights/Ideas/Growth Fields in
basketball, soccer, footwear, and outdoor equipment .
Automotive and IT
Consumer Insights/Ideas/Growth Fields and Brand Monitoring
in the Automotive and Telecommunication Industry.
Media & Advertising
Consumer Insights/Ideas/Growth Fields & Community Building
on media usage and social media marketing strategies.
B2B and Services
Consumer Insights/Ideas/Growth Fields on topics like Water
Treatment, Credit Card Services, Hinges etc.

13. What do consumers want
in the field of deodorants

14. Highly-involved expert users such as The Undershirt Guy…
… experiment with deodorant
stains and possible remedies.
They helped us understand the
problem.
Source: www.undershirtguy.com

15. Listen to what consumers say about deodorants…
My husband‘s white linen and cotton shirts That yellow stain is caused by the aluminum in the deodorant. You could
have this yellow deodorant stain. I have tried try spraying the underarm of your shirts with scotchguard before
several ways to remove it, such as bleaching, wearing them, or if it is white, occasionally bleaching them in yur
soaking in the hot soppy water, rubbing with washing machine. I get the same thing on the underarm of my white t-
biochemical stain-removing stuff– all failed. I shirts. I just throw them out and buy new ones when they start
even sent the shirts to a laundry. yellowing.
I also have a husband who has problems with
deodorant stains on his shirts. It is hard and crusty
even after washing the shirt several times. I have
tried several stain removers, but nothing seems to
help. Any ideas? Would lemon juice or baking
soda work on these stains? #3. If you just can’t get the stains out
with detergent, hydrogen peroxide, or
vinegar, make a paste to scrub in with
Don't you hate it when you notice your old toothbrush. The paste is
a deodorant stain right as you are
… staining is one of the formed with 1 Tablespoon of Cream of
leaving the house? Use a baby biggest issues. Tartar, 3 crushed aspirins (full-strength,
wipe and its all gone! ensure that they’re white and have no
colored coating), and a cup of warm
Today I noticed that the areas under water. Use the old toothbrush to work
the armpit, and even some areas the paste into the fabric, and then leave
around the chest on the underside, are for 20 minutes. Rinse the affected area
How to get deodorant off of black completely white, as if they were in warm water until the paste is
shirts? I have a nice black tank top, bleached out… Does anyone have any removed. This treatment and rinse
but my deodorant, no matter what clue as to what caused this? Was it just cycle can be repeated as necessary.
brand I buy, I always manage to get from sweat? Was it from my Good luck to you!
the white stuff under the arms. It deodorant? Was it some strange
looks bad, so what’s a quick way to chemical reaction of both? Was it a
remove it if I’m going out? poorly dyed shirt?

16. The consumer stain manual
Source: Bilgram, V., Bartl M., Biel, S.: Getting Closer to the Consumer – How Nivea Co-Creates
New Products, in Marketing Review St. Gallen, 1/2011.

17. Three areas of methodological developments
Observational Online Research Crowdsourcing
Research Toolkits Communities
Utilizing online communities Web-based, interactive,
closed << intelligent and playful tools Activate the „creative >> open
as source of Consumer
Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation
Netnography engange and empower and problem solving using
and Web-Analytics consumers open online platfoms

18. An online co-creation study
Source: www.undershirtguy.com

19. An online co-creation study

20. An online co-creation study

21. An online co-creation study
Source: www.nivea.de

22. Three areas of methodological developments
Observational Online Crowdsourcing
Research Toolkits Communities
Utilizing online communities Web-based, interactive,
closed << intelligent and playful tools Activate the „creative >> open
as source of Consumer
Insights and Innovation via (qualitative & quantitative) to mass“ for idea generation
Netnography engange and empower and problem solving using
and Web-Analytics consumers open online platfoms

23. Swarovski GemsTM Lifestyle Electronics Design Competition
 Design-Ideas
 Trends forConsumer Electronics
Industry
 Konsumentenwünsche und –
bedürfnisse
 Strenghtening the Brand
SWAROVSKI GEMS™
 Generate valuable contacts to
industrial designers and consumers
http://lifestyle-electronics-competition.swarovski-gems.com/

24. Swarovski GemsTM Lifestyle Electronics Design Competition
Ergebnis
 2389 Teilnehmer
 2357 Designs
 1756 konfigurierte Designs
 637 freie Designs

25. Freie Designs
20.05.2011

26. 2506 Participants 1898 Configured Designs 638 free Designs
20.05.2011 26

27. A Programmatic and Holistic Co-Creation Research Approach
> Co-creation as a longterm programme rather than a „just in time“ outsourcing
of innovation tasks.
> A roadmap as a logical sequence of methods & tools allows to utilize synergies
of multipe single co-creation encounters.
> Idea of a „central hub“ hosting various virtual user integration projects to
constantly feed the NPD process with consumer input.
Consumer Insights &
Ideas and Concepts Design and Engineer Test & Launch
Opportunity Seeking Iterative internal and external cycles of acquiring and assimilating users‘ value
>
contributions.

28. Thank you for your attention!
Dr. Michael Bartl
CEO
HYVE AG
Schellingstrasse 45
80799 München
www.hyve.de
michael.bartl@hyve.de
E-Journal: The Making-of Innovation
www.michaelbartl.com