12. Evolution of co-creation
pre-history 1960s 1970s 1980s 1990s 2000s 2010
Psychoanalysis
Participatory architecture
(Freud) User innovation
(Gehl, Price, Huth)
(von Hippel)
User-centered design
Open source movement
(Linux, Mozilla)
Psycho- Action Co-design Open
Big Talk Communities 3D printing
doodles Research Space
13. 3 defining characteristics of co-creation
Creativity Collaboration Control
Focus on outcomes Interactivity Purposive;
Non-rational focus Snowballing often time-bound
Reaching new places Real-time component Organisation-led
‘creative’ approaches Social Facilitated
[not just choosing] [not a solo effort] [not organic]
16. Objectives of successful co-creation
1. Stretch and challenge the organisation
2. Keep solutions true to their ethos
3. Outside-in, not inside-out perspective
4. Iterate and get the details right
5. Involve a diverse stakeholder base
Do it all earlier, quicker and with greater agility
17. Our favourite co-creation tools
Big Talk Consumer Advisory Boards
1-2 day co-creative on-going or project-based online
workshops with consumers, customer communities
staff and experts
Live / dramatic / physical Mainly asynchronous
Great for ideation Iterative, great for optimisation
Breakthrough zone 24/7 access, globally
Stakeholder engagement Social glue
18. A range of food & drink applications
Positioning Stretch NPD Retail Activation
Co-creating the
‘restaurant of Coming up with
Devising a Helping Co-creating two
the future’, Activia’s “one
new brand Tropicana new products in
leading to insight” to
positioning to create a Brand market – Snack
family concepts underpin
revitalise Red Stretch Pot and Pouring
stores in UK, communi-
Stripe in the UK roadmap Yoghurt
France & cations
Germany
22. The Activia Advisory Board
• 3 strategic projects, 12 tactical
research questions
• 125 activities and collaboration
sessions
• 80 consumer initiated activities
• 1,300 hours of participation
• Over 15,000 individual contributions
• Produced deep insights to inform
strategic projects
• Answered a range of quick turn around
tactical questions
23. Results: co-creation in the optimisation phase
Optimisation led to the development and launch of
Snack Pot and Activia Pouring Yoghurt and some of
Danone’s highest ever performing concepts at BASES.
Activia’s Single Pot received 80% distribution in the
first month and ASDA alone sold 3 million pots in the
first month.
Co-creation through the looking glass | slide 23
24. Results. A winning comms campaign
• The insights generated from the
community were 82% more effective
than those generated through traditional
methods. (Danone IPSOS Study)
• The community generated 47% more
insights than those produced using
traditional off-line methods (e.g. focus
groups)
• Insights fed into the development of the
Activia campaign: Tummy Loving Care.
• The campaign resulted in a +9% uplift in
base sales.
Co-creation through the looking glass | slide 24
33. In summary
1. Co-creation’s richer than we think, with more applications
2. It’s not something you automate, it’s social and complex
3. It takes courage and effort to get right.
4. Key benefits we notice time and again are insight, creativity and
belief – the rest you can do in other ways…
5. And the right tools mean you can explore, build and iterate to
your heart’s content…
For this group, there’s still massive untapped potential
Thanks.... So this session is billed in the programme as “the creative consumer”. That’s dead right in one sense and not quite right in another It’s right in the sense that we think consumers can be creative (except maybe for a lady called Kimberley I met last week...!) It’s less right in the sense that the creative consumer suggests a subset of consumers, an elite or special group We work with consumers all the time and our mission is to help them (and our clients, especially our clients ) be more creative. That means working in certain ways, certain spaces and with certain rules and constraints that we don’t think are the norm, particularly in market research, but more broadly any of the interactions organisations have with their customers. And there’s one story that we’ve found to be the most helpful in explaining what we mean. It’s a story that began in 1865 and that’s been popular ever since. The story of Alice...
In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENON But it’s clothing may be…