5. Special people + Special places a Special ideas ?
@thomastroch @tomderuyck
6. For every 4 projects
that enter development,
only 1 makes it
to the market.
At launch, at least 1 of 3 products
fail despite high development
costs, deep research and
planning. Winning at New Products 4th Edition, Cooper, 2011
Making Ideas Work; Booz&Co, 2012
@thomastroch @tomderuyck
8. Anna
Kirah
We come up with
technology, then find a use
– and try to invent meaning
through advertising and
communication…
we have to push meaning
to the beginning.
@thomastroch @tomderuyck
16. 8/10 consumers want
to help in co-creation
projects of companies
they like. The only thing
they ask in return: give
us feedback on what you
do with our input.
Social Media Around The World 2012, InSites Consulting
@thomastroch @tomderuyck
18. Market research communities
are highly appreciated by
consumers.
36% prefer to participate in a
branded research community.
These communities come second
after a Facebook community.
Consumers believe that their
feedback will have a high impact
in a research community. The
latter is their key motivation to
help brands.
Social Media Around The World 2012, InSites Consulting
@thomastroch @tomderuyck
19. Profile
#
Number Duration
@thomastroch @tomderuyck
21. 1.
Solution space
To set up an efficient and effective
co-creation project, the
objectives and the desired
outcome need to be defined.
Insights from previous research
will guide and stimulate the
creativity of your consumers.
@thomastroch @tomderuyck
22. 2.
Participants
For the ideation of new products
and services, a specific consumer
is targeted in order to generate
relevant ideas. Next to topic
and/or brand identification, we
differentiate between innovators
and influencers.
@thomastroch @tomderuyck
25. High involvement
Independent Social
innovators influencers
Social independence
Interpersonal influence
Laggards Followers
Low involvement
@thomastroch @tomderuyck
26. 3.
Briefing
Participants join an interactive
chat session at the start of the
project to discuss the briefing
and compose a list of
‘ingredients’ that can be used to
come up with and fine-tune ideas.
@thomastroch @tomderuyck
27. 4.
Community
Consumers can generate ideas
and share their stories on the
online research community. Their
creativity is triggered by a
continuous flow of new idea
challenges and inspirational
trends.
@thomastroch @tomderuyck
28. Inspiration
By highlighting sector and
technology trends,
consumers get inspired to
link these with their own
needs. They’re not only
solving their own issues, the
stories and pictures of the
other participants are also
a great source of inspiration.
@thomastroch @tomderuyck
29. Ideation tool
The ideation tool features an
insight and a challenge for
consumers to generate
ideas before the deadline.
To match the iterative and
non-linear nature of idea
generation, the Ideation Tool
allows participants to post
multiple ideas to the ideation
challenges
@thomastroch @tomderuyck
30. Level up the idea
Participants can comment
on each others ideas to
improve them, resulting in a
change of status, from
mining to rough diamond,
polished diamond and
eventually a diamond ring…
This gamification approach
emphasizes the
collaborative effort.
@thomastroch @tomderuyck
31. 5.
Qualitative pre-
selection
Based on the ‘diamond status’
and a judging round with both
participants and the client team,
the best ideas are selected and
visualized.
These visuals and existing ideas
in the company are shared with
consumers to create the ultimate
proposition.
@thomastroch @tomderuyck
33. This is why we are CO-creating
@thomastroch @tomderuyck
34. Involvement
A successful concept needs
to fit both the strategy and
objectives of the brand and
the needs of consumers.
During engaging workshops
the popular consumer ideas
are being improved by the
client team, while the ideas
also inspire them to improve
ideas that already exist in
the company.
@thomastroch @tomderuyck
35. Engagement
Although not all ideas will
make it to development, they
are each solving relevant
consumer needs. An
overview of all the concepts
is integrated in a Deck of
idea cards, providing the
company with a playful way
to review and apply the
findings now and in the
future.
@thomastroch @tomderuyck
37. ROAD TO MORE RELEVANT IDEAS
Community Community
with with In-company
Innovators “Ordinary” idea generation
& Influencers consumers
Idea screening in 5 countries
Top 10 Uniqueness Top 10 Relevance
@thomastroch @tomderuyck
38. Products with
a co-creation claim
are perceived as
more attractive,
innovative, unique
and relevant.
Van Dijk, 2012
@thomastroch @tomderuyck
40. Innovation is not only
about generating and
validating ideas, it’s
about implementing them
successfully and
improving them
continuously.
@thomastroch @tomderuyck
41. Insighting Developing
Business
Objectives
Optimizing Implementing
@thomastroch @tomderuyck
42. Insighting
The global design project of
Heineken, 'Open Design
Explorations Edition 1: The
Club' invited talented
emerging designers from
around the world to co-
create the club of the future.
A 3-week community with
120 design-savvy clubbers
resulted in a consumer
journey map, visualizing
their needs, perception,
experience and motivation.
@thomastroch @tomderuyck
43. Developing
To further improve the
transfer experience of
travellers, Air France and
KLM wanted to connect
with their customers on an
emotional level.
After an Insightment
Community, a group of 50
frequent travellers placed
the insights into perspective.
Their ideas resulted in 32
concept boards, the 4 most
feasible were integrated in a
quantitative and emotional
concept screener.
@thomastroch @tomderuyck
44. Implementing
To support Vodafone with
the development of 12 new
apps in 2012, and define the
market messaging for each
of the 9 relevant countries,
we set up a series of
communities.
Key target group
stakeholders were invited -
consumers were recruited
for participation over a 12
month period in order to
test subsequent versions of
the apps in a 360 view.
@thomastroch @tomderuyck
45. Optimizing
Marktplaats is a Dutch
classified advertising site
owned by eBay. The
company wanted to
rejuvenate their website to
improve the user
experience.
We set up a 3 month
community with 140 users to
explore the user
experience, users needs
and the communication
campaign.
@thomastroch @tomderuyck
49. Peter
Drucker
The aim of marketing is
to know and understand
the customer so well the
product or service fits
him and sells itself.
@thomastroch @tomderuyck
Notes de l'éditeur
InstagramPolaroid(It’s notabouttechnology)
Idea of creativity; Special people (baseball cap) in special placesthink up special ideas. Andconsumers are passivelywaitingforthem.
For every 4 projects that enter development, only 1 makes it to the market. At launch, at least 1 of 3 products fail despite deep research and planning. And its been estimated that 46% of all resources allocated to development and commericalization by US firms is spent on products that are cancelled or yield a completely inadequate financial return (from: Winning at New Products 4th Edition, Cooper, 2011, p9).
Anna KirahSenior Design and Innovation Anthropologist at SteriaMicrosoft Corporation
Bottom-up’s driving dynamic is hyperlocalism: they are innovations personally interesting to those who propose and implement them, and therefore, innovators have a personal stake in making sure things work, regardless of any extrinsic reward that might achieve by doing so.For bottom up innovation, in fact, almost the entire reward for participation is actually intrinsic. Apparently, you don’t need a big chunk of money to get people to do great things.
Bottom-up’s driving dynamic is hyperlocalism: they are innovations personally interesting to those who propose and implement them, and therefore, innovators have a personal stake in making sure things work, regardless of any extrinsic reward that might achieve by doing so.For bottom up innovation, in fact, almost the entire reward for participation is actually intrinsic. Apparently, you don’t need a big chunk of money to get people to do great things.
a bunch of skateboarders started a new style of skateboarding adopting techniques and moves from surfing and transferring them to the streets and empty concrete swimming pools in private residences. Interestingly, the movie represents a common development from user innovation to commercially exploited innovation. What these boys had started in a small repair shop developing skateboards for their personal use soon developed into a small business by selling to friends and acquaintances. With increasing publicity due to their success in skateboarding contests, companies became aware of the trend and started to mass-produce skateboards. In the meantime, skateboarding, a purely user-driven “business”, has become a $4.8 billion industry.
Vanuit unfulfilledneeds, alwaysbased on insightsConsumers are creative
Blown to Bits: How the New Economics of Information Transforms StrategyPhilip Evans, Thomas S. WursterRichness or reach? The trade-off used to be simple but absolute: Your business strategy either could focus on "rich" information - customized products and services tailored to a niche audience - or could reach out to a larger market, but with watered-down information that sacrificed richness in favor of a broad, general appeal. Much of business strategy as we know it today rests on this fundamental trade-off.Now, say Evans and Wurster, the new economics of information is eliminating the trade-off between richness and reach, blowing apart the foundations of traditional business strategy. Blown to Bits reveals how the spread of connectivity and common standards is redefining the information channels that link businesses with their customers, suppliers, and employees. Increasingly, your customers will have rich access to a universe of alternatives, your suppliers will exploit direct access to your customers, and your competitors will pick off the most profitable parts of your value chain. Your competitive advantage is up for grabs.To prepare corporate executives and entrepreneurs alike for a fundamental change in business competition, Evans and Wurster expand and illuminate groundbreaking concepts first explored in the award-winning Harvard Business Review article "Strategy and the New Economics of Information," and present a practical guide for applying them. Examples span the spectrum of industries--from financial services to health care, from consumer to industrial goods, and from media to retailing. Blown to Bits shows how to build new strategies that reflect a world in which richness and reach go hand in hand and how to make the most of the new forces shaping competitive advantage.
a small group (up to 150) of highly engaged people joined together by a common passion, connected online for a longer period, which are systematically engaged by applying various social media techniques for different business objectives, especially co-creation or even collaboration So, now we know what a research community means….what makes a great research community? We identify 4 key ingredients;1. The profile of the participants: we work with people that are interested and interesting. This means that we only invite people that are engaged with either the brand of the community or the topic of the community. This makes them interesting for us and our clients because they have something to say. 2. We usually invite between 50 and 150 people for a community. This is based on research we did for the ‘optimal threads’ or discussions. We found out that when a thread generates 30 posts or reactions from members, we see a saturation occurring of on topic arguments. After that, all arguments are likely to already have been said, and we see an increase in off topic posts. We calculated that we need between 50-150 people to generate this 30 posts per thread. And, not by accident, this is the same amount as researcher Robert Dunbar has found when he was doing research on the maximum amount of social connections people can maintain. They also call this: the number of Dunbar. 3. In terms of objectives, we can setup a community for different purposes, ranging from an early stage of funnel ‘insighting’ to concept development, brand development, to the actual launch of the product or campaign and final phase ‘optimizing’ of the product, brand or campaign. 4. Based on the objectives, and type of questions you want to ask the community, we can setup a community for 3 weeks/months/ or even ongoing. Let’s take a closer look at these ongoing communities.
Milkexample
Youdon’tknow the outcome up frontLetting GoConsumers are taking over my job?!