On December 18, InSites Consulting organized a Webinar on 'Co-creating concepts & ideas'. The main focus is on how to increase the relevance and impact of your innovations. This main team is elaborated, illustrated by some case studies of Airfrance and KLM, Heinz, eBay, Heineken and Vodafone.
1. Co-creating concepts & ideas
Smartees Webinar
This is the full slidedeck of our ‘Co-
creating concepts & ideas ‘Smartees
Webinar. The main focus is on how to
increase the relevance and impact of
your innovations. The main theme is
elaborated, followed by some interesting
case studies of Airfrance and KLM,
Heinz, eBay, Heineken and
Vodafone.
2. Co-creating
concepts & ideas
From making people want things
to making things people want.
Tom De Ruyck | Thomas Troch
www.insites-consulting.com
3. Your hosts for this Smartees Webinar
Thomas Troch Tom De Ruyck
Senior Research Innovator Head of Research Communities
@thomastroch @tomderuyck
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
50. Get in
touch
Tom De Ruyck, Head of Research Communities
+32 497 885 882 tom@insites-consulting.com
Thomas Troch, Senior Research Innovator
+32 494 867 081 thomas@insites-consulting.com
@thomastroch @tomderuyck