SlideShare ist ein Scribd-Unternehmen logo
1 von 51
Downloaden Sie, um offline zu lesen
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.
Co-creating
concepts & ideas
From making people want things

to making things people want.




                  Tom De Ruyck | Thomas Troch
                     www.insites-consulting.com
Your hosts for this Smartees Webinar




      Thomas Troch                     Tom De Ruyck
      Senior Research Innovator        Head of Research Communities




            @thomastroch @tomderuyck
Innovate
                           or die



@thomastroch @tomderuyck
Special people + Special places a Special ideas ?




         @thomastroch @tomderuyck
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
WHAT ARE
WE DOING
WRONG?
 @thomastroch @tomderuyck
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
Consumer
creativity,
to DIY for


     @thomastroch @tomderuyck
Consumers are refining             products/services




        @thomastroch @tomderuyck
Consumers are redefining           products/services




        @thomastroch @tomderuyck
Consumers are competing           with brands




       @thomastroch @tomderuyck
Consumers are creating             new categories




        @thomastroch @tomderuyck
Consumer creativity

Refining




                                 Creative
                                               Competing
                                consumers
                                are solving
Redefining                    unfilled needs




                                                Creating




             @thomastroch @tomderuyck
How about
solving problems
in a business context?


     @thomastroch @tomderuyck
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
CONSUMERS IN INNOVATION
    Richness




               Co-creation




                                  Crowd-
                                  sourcing


                                             Reach
    Yannig Roth (2012)


       @thomastroch @tomderuyck
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
Profile
                              #
                              Number   Duration




          @thomastroch @tomderuyck
OK, LET’S
MAKE IT
HAPPEN!
 @thomastroch @tomderuyck
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
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
High involvement




Low involvement

@thomastroch @tomderuyck
High involvement




Social independence


                                                        Interpersonal influence




                Low involvement

                @thomastroch @tomderuyck
High involvement




                Independent                      Social
                 innovators                   influencers


Social independence


                                                           Interpersonal influence



                  Laggards                     Followers




                Low involvement

                @thomastroch @tomderuyck
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
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
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
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
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
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
@thomastroch @tomderuyck
This is why we are CO-creating




        @thomastroch @tomderuyck
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
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
THE PROOF
OF THE
PUDDING…
 @thomastroch @tomderuyck
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
Products with
a co-creation claim
are perceived as
more attractive,
innovative, unique
and relevant.
Van Dijk, 2012


                 @thomastroch @tomderuyck
TOO GOOD
TO BE
TRUE?
 @thomastroch @tomderuyck
Innovation is not only
     about generating and
   validating ideas, it’s
 about implementing them
         successfully and
          improving them
             continuously.



@thomastroch @tomderuyck
Insighting                 Developing

                       Business
                      Objectives




        Optimizing                 Implementing



@thomastroch @tomderuyck
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
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
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
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
@thomastroch @tomderuyck
@thomastroch @tomderuyck
Global connection:
Looking for consensus
or tapping into differences.
     @thomastroch @tomderuyck
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
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
Thank you! Let’s go on to the Q&A

Weitere ähnliche Inhalte

Was ist angesagt?

Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...InSites Consulting
 
Ericsson Kn3 W Ideas The Talking Village Presentation1
Ericsson   Kn3 W Ideas   The Talking Village   Presentation1Ericsson   Kn3 W Ideas   The Talking Village   Presentation1
Ericsson Kn3 W Ideas The Talking Village Presentation1Flavia Rubino
 
Social Media & Powering_the_Possible_Dell
Social Media & Powering_the_Possible_DellSocial Media & Powering_the_Possible_Dell
Social Media & Powering_the_Possible_DellAnja Monrad
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleBSI
 
Tailored Retail
Tailored RetailTailored Retail
Tailored RetailJane Vita
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Joel Manfredo
 
Martin pasquier goldman_sachs_social_media_manager
Martin pasquier goldman_sachs_social_media_managerMartin pasquier goldman_sachs_social_media_manager
Martin pasquier goldman_sachs_social_media_managerMartin Pasquier
 
Customer Engagement and Retention in a Social Media World
Customer Engagement and Retention in a Social Media WorldCustomer Engagement and Retention in a Social Media World
Customer Engagement and Retention in a Social Media WorldJuliann Grant
 

Was ist angesagt? (8)

Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...Insight-Driven Innovation: Structural collaboration with consumers for breakt...
Insight-Driven Innovation: Structural collaboration with consumers for breakt...
 
Ericsson Kn3 W Ideas The Talking Village Presentation1
Ericsson   Kn3 W Ideas   The Talking Village   Presentation1Ericsson   Kn3 W Ideas   The Talking Village   Presentation1
Ericsson Kn3 W Ideas The Talking Village Presentation1
 
Social Media & Powering_the_Possible_Dell
Social Media & Powering_the_Possible_DellSocial Media & Powering_the_Possible_Dell
Social Media & Powering_the_Possible_Dell
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
 
Tailored Retail
Tailored RetailTailored Retail
Tailored Retail
 
Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12Its mf 2012 symposium brand presentation manfredo 8.12
Its mf 2012 symposium brand presentation manfredo 8.12
 
Martin pasquier goldman_sachs_social_media_manager
Martin pasquier goldman_sachs_social_media_managerMartin pasquier goldman_sachs_social_media_manager
Martin pasquier goldman_sachs_social_media_manager
 
Customer Engagement and Retention in a Social Media World
Customer Engagement and Retention in a Social Media WorldCustomer Engagement and Retention in a Social Media World
Customer Engagement and Retention in a Social Media World
 

Andere mochten auch

The Consumer Consulting Board at MRS Online Research Congress
The Consumer Consulting Board at MRS Online Research CongressThe Consumer Consulting Board at MRS Online Research Congress
The Consumer Consulting Board at MRS Online Research CongressInSites on Stage
 
Consumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGConsumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGInSites on Stage
 
Reconnect with our consumer (by Thomas Troch)
Reconnect with our consumer (by Thomas Troch)Reconnect with our consumer (by Thomas Troch)
Reconnect with our consumer (by Thomas Troch)InSites on Stage
 
Co-everything: The itch of users in innovation
Co-everything: The itch of users in innovationCo-everything: The itch of users in innovation
Co-everything: The itch of users in innovationInSites Consulting
 
Always-on research at Febelmar workshop
Always-on research at Febelmar workshopAlways-on research at Febelmar workshop
Always-on research at Febelmar workshopInSites on Stage
 
Consumers: your partners in crime!
Consumers: your partners in crime!Consumers: your partners in crime!
Consumers: your partners in crime!InSites on Stage
 

Andere mochten auch (6)

The Consumer Consulting Board at MRS Online Research Congress
The Consumer Consulting Board at MRS Online Research CongressThe Consumer Consulting Board at MRS Online Research Congress
The Consumer Consulting Board at MRS Online Research Congress
 
Consumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEGConsumer Consulting Board Cases at IESEG
Consumer Consulting Board Cases at IESEG
 
Reconnect with our consumer (by Thomas Troch)
Reconnect with our consumer (by Thomas Troch)Reconnect with our consumer (by Thomas Troch)
Reconnect with our consumer (by Thomas Troch)
 
Co-everything: The itch of users in innovation
Co-everything: The itch of users in innovationCo-everything: The itch of users in innovation
Co-everything: The itch of users in innovation
 
Always-on research at Febelmar workshop
Always-on research at Febelmar workshopAlways-on research at Febelmar workshop
Always-on research at Febelmar workshop
 
Consumers: your partners in crime!
Consumers: your partners in crime!Consumers: your partners in crime!
Consumers: your partners in crime!
 

Ähnlich wie Co-creating concepts & ideas Smartees Webinar

Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium
 
Social media strategies for financial professionals
Social media strategies for financial professionals   Social media strategies for financial professionals
Social media strategies for financial professionals Jay Palter Social Advisory
 
IAB Academy social marketing August 2011
IAB Academy social marketing August 2011IAB Academy social marketing August 2011
IAB Academy social marketing August 2011✔ Antony Slabinck
 
2.3 Creative Consumers
2.3 Creative Consumers2.3 Creative Consumers
2.3 Creative ConsumersKelly Page
 
Creative Consumers
Creative ConsumersCreative Consumers
Creative ConsumersKelly Page
 
Social Media in Plastics Additives & Concentrates Market - Presented at AMI ...
Social Media in Plastics Additives & Concentrates Market -  Presented at AMI ...Social Media in Plastics Additives & Concentrates Market -  Presented at AMI ...
Social Media in Plastics Additives & Concentrates Market - Presented at AMI ...Eric Albee
 
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi versionUsing Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi versionErling Amundson
 
Welcome to the age of relevance
Welcome to the age of relevanceWelcome to the age of relevance
Welcome to the age of relevanceInSites on Stage
 
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…Olga Gil, PhD (olgagil@olgagil.es)
 
Dutch Research Communities Smartees 2012
Dutch Research Communities Smartees 2012Dutch Research Communities Smartees 2012
Dutch Research Communities Smartees 2012InSites on Stage
 
Ideavibes Presentation at 2012 Online Research Methods Conference - London
Ideavibes Presentation at 2012 Online Research Methods Conference - LondonIdeavibes Presentation at 2012 Online Research Methods Conference - London
Ideavibes Presentation at 2012 Online Research Methods Conference - LondonIdeavibes | Paul Dombowsky
 
Design & Crowdsourcing - by Pascal Beucler
Design & Crowdsourcing - by Pascal BeuclerDesign & Crowdsourcing - by Pascal Beucler
Design & Crowdsourcing - by Pascal BeuclerMSL
 
How to Make Your Enterprise Social Network a Success
How to Make Your Enterprise Social Network a SuccessHow to Make Your Enterprise Social Network a Success
How to Make Your Enterprise Social Network a SuccessChange Agents Worldwide
 
Social analytics apr24'12_marklein-1
Social analytics apr24'12_marklein-1Social analytics apr24'12_marklein-1
Social analytics apr24'12_marklein-1ronpiovesan
 
Why social media?
Why social media?Why social media?
Why social media?Chris Tromp
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Abbey Road Creations
 
MRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS CommunityMRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS CommunityTom De Ruyck
 

Ähnlich wie Co-creating concepts & ideas Smartees Webinar (20)

Lithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange CountyLithium Likes to Loves Tour Orange County
Lithium Likes to Loves Tour Orange County
 
Social media strategies for financial professionals
Social media strategies for financial professionals   Social media strategies for financial professionals
Social media strategies for financial professionals
 
Social media in b2 b marketing
Social media in b2 b marketingSocial media in b2 b marketing
Social media in b2 b marketing
 
IAB Academy social marketing August 2011
IAB Academy social marketing August 2011IAB Academy social marketing August 2011
IAB Academy social marketing August 2011
 
2.3 Creative Consumers
2.3 Creative Consumers2.3 Creative Consumers
2.3 Creative Consumers
 
Creative Consumers
Creative ConsumersCreative Consumers
Creative Consumers
 
Social Media in Plastics Additives & Concentrates Market - Presented at AMI ...
Social Media in Plastics Additives & Concentrates Market -  Presented at AMI ...Social Media in Plastics Additives & Concentrates Market -  Presented at AMI ...
Social Media in Plastics Additives & Concentrates Market - Presented at AMI ...
 
Using Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi versionUsing Social Media to Improve User Experience edUi version
Using Social Media to Improve User Experience edUi version
 
Welcome to the age of relevance
Welcome to the age of relevanceWelcome to the age of relevance
Welcome to the age of relevance
 
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…
Networks and Politics. A presentation for Spanish Fulbright Alumni Associa…
 
Dutch Research Communities Smartees 2012
Dutch Research Communities Smartees 2012Dutch Research Communities Smartees 2012
Dutch Research Communities Smartees 2012
 
Ideavibes Presentation at 2012 Online Research Methods Conference - London
Ideavibes Presentation at 2012 Online Research Methods Conference - LondonIdeavibes Presentation at 2012 Online Research Methods Conference - London
Ideavibes Presentation at 2012 Online Research Methods Conference - London
 
Design & Crowdsourcing - by Pascal Beucler
Design & Crowdsourcing - by Pascal BeuclerDesign & Crowdsourcing - by Pascal Beucler
Design & Crowdsourcing - by Pascal Beucler
 
How to Make Your Enterprise Social Network a Success
How to Make Your Enterprise Social Network a SuccessHow to Make Your Enterprise Social Network a Success
How to Make Your Enterprise Social Network a Success
 
Beyond social media
Beyond social mediaBeyond social media
Beyond social media
 
Social analytics apr24'12_marklein-1
Social analytics apr24'12_marklein-1Social analytics apr24'12_marklein-1
Social analytics apr24'12_marklein-1
 
Why social media?
Why social media?Why social media?
Why social media?
 
Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3Social media in b2 b marketing 2012 dec 18 96p3
Social media in b2 b marketing 2012 dec 18 96p3
 
MRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS CommunityMRS Branding & Advertising Conference - FAMOUS Community
MRS Branding & Advertising Conference - FAMOUS Community
 
Ideavibes Presentation to RSA London
Ideavibes Presentation to RSA LondonIdeavibes Presentation to RSA London
Ideavibes Presentation to RSA London
 

Mehr von InSites on Stage

IIeX Europe Panel: Thinking Fast and Thinking 4.0
IIeX Europe Panel: Thinking Fast and Thinking 4.0IIeX Europe Panel: Thinking Fast and Thinking 4.0
IIeX Europe Panel: Thinking Fast and Thinking 4.0InSites on Stage
 
The end of average is over: how to bring back our EDGE?
The end of average is over: how to bring back our EDGE?The end of average is over: how to bring back our EDGE?
The end of average is over: how to bring back our EDGE?InSites on Stage
 
We have seen the future...
We have seen the future...We have seen the future...
We have seen the future...InSites on Stage
 
Market Research Today, Tomorrow and the Day after Tomorrow
Market Research Today, Tomorrow and the Day after TomorrowMarket Research Today, Tomorrow and the Day after Tomorrow
Market Research Today, Tomorrow and the Day after TomorrowInSites on Stage
 
Time capsule to the future of research
Time capsule to the future of researchTime capsule to the future of research
Time capsule to the future of researchInSites on Stage
 
Comeos e-commerce study 2017
Comeos e-commerce study 2017Comeos e-commerce study 2017
Comeos e-commerce study 2017InSites on Stage
 
VR: The Ultimate Empathy Machine
VR: The Ultimate Empathy MachineVR: The Ultimate Empathy Machine
VR: The Ultimate Empathy MachineInSites on Stage
 
The patient is no longer patient
The patient is no longer patientThe patient is no longer patient
The patient is no longer patientInSites on Stage
 
Why people use and engage with digital content globally
Why people use and engage with digital content globallyWhy people use and engage with digital content globally
Why people use and engage with digital content globallyInSites on Stage
 
Research as a Customer Service
Research as a Customer ServiceResearch as a Customer Service
Research as a Customer ServiceInSites on Stage
 
Minority report in research communities
Minority report in research communitiesMinority report in research communities
Minority report in research communitiesInSites on Stage
 
Memefication of Insights Smartees Webinar
Memefication of Insights Smartees WebinarMemefication of Insights Smartees Webinar
Memefication of Insights Smartees WebinarInSites on Stage
 
Turning Insights into Impact Smartees Workshop
Turning Insights into Impact Smartees Workshop Turning Insights into Impact Smartees Workshop
Turning Insights into Impact Smartees Workshop InSites on Stage
 
Shaping your business together with patients Smartees Webinar
Shaping your business together with patients Smartees WebinarShaping your business together with patients Smartees Webinar
Shaping your business together with patients Smartees WebinarInSites on Stage
 
Transforming Consumer Experience Smartees Workshop
Transforming Consumer Experience Smartees WorkshopTransforming Consumer Experience Smartees Workshop
Transforming Consumer Experience Smartees WorkshopInSites on Stage
 
What's the price of privacy?
What's the price of privacy?What's the price of privacy?
What's the price of privacy?InSites on Stage
 
The Danone Activation Studio
The Danone Activation StudioThe Danone Activation Studio
The Danone Activation StudioInSites on Stage
 

Mehr von InSites on Stage (20)

IIeX Europe Panel: Thinking Fast and Thinking 4.0
IIeX Europe Panel: Thinking Fast and Thinking 4.0IIeX Europe Panel: Thinking Fast and Thinking 4.0
IIeX Europe Panel: Thinking Fast and Thinking 4.0
 
The end of average is over: how to bring back our EDGE?
The end of average is over: how to bring back our EDGE?The end of average is over: how to bring back our EDGE?
The end of average is over: how to bring back our EDGE?
 
We have seen the future...
We have seen the future...We have seen the future...
We have seen the future...
 
Market Research Today, Tomorrow and the Day after Tomorrow
Market Research Today, Tomorrow and the Day after TomorrowMarket Research Today, Tomorrow and the Day after Tomorrow
Market Research Today, Tomorrow and the Day after Tomorrow
 
Time capsule to the future of research
Time capsule to the future of researchTime capsule to the future of research
Time capsule to the future of research
 
Comeos e-commerce study 2017
Comeos e-commerce study 2017Comeos e-commerce study 2017
Comeos e-commerce study 2017
 
VR: The Ultimate Empathy Machine
VR: The Ultimate Empathy MachineVR: The Ultimate Empathy Machine
VR: The Ultimate Empathy Machine
 
The patient is no longer patient
The patient is no longer patientThe patient is no longer patient
The patient is no longer patient
 
Why people use and engage with digital content globally
Why people use and engage with digital content globallyWhy people use and engage with digital content globally
Why people use and engage with digital content globally
 
Brand Religion - MIE 2017
Brand Religion - MIE 2017Brand Religion - MIE 2017
Brand Religion - MIE 2017
 
Brand Religion
Brand ReligionBrand Religion
Brand Religion
 
Research as a Customer Service
Research as a Customer ServiceResearch as a Customer Service
Research as a Customer Service
 
The Power is in the Mix
The Power is in the Mix The Power is in the Mix
The Power is in the Mix
 
Minority report in research communities
Minority report in research communitiesMinority report in research communities
Minority report in research communities
 
Memefication of Insights Smartees Webinar
Memefication of Insights Smartees WebinarMemefication of Insights Smartees Webinar
Memefication of Insights Smartees Webinar
 
Turning Insights into Impact Smartees Workshop
Turning Insights into Impact Smartees Workshop Turning Insights into Impact Smartees Workshop
Turning Insights into Impact Smartees Workshop
 
Shaping your business together with patients Smartees Webinar
Shaping your business together with patients Smartees WebinarShaping your business together with patients Smartees Webinar
Shaping your business together with patients Smartees Webinar
 
Transforming Consumer Experience Smartees Workshop
Transforming Consumer Experience Smartees WorkshopTransforming Consumer Experience Smartees Workshop
Transforming Consumer Experience Smartees Workshop
 
What's the price of privacy?
What's the price of privacy?What's the price of privacy?
What's the price of privacy?
 
The Danone Activation Studio
The Danone Activation StudioThe Danone Activation Studio
The Danone Activation Studio
 

Co-creating concepts & ideas Smartees Webinar

  • 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
  • 4. Innovate or die @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
  • 7. WHAT ARE WE DOING WRONG? @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
  • 9. Consumer creativity, to DIY for @thomastroch @tomderuyck
  • 10. Consumers are refining products/services @thomastroch @tomderuyck
  • 11. Consumers are redefining products/services @thomastroch @tomderuyck
  • 12. Consumers are competing with brands @thomastroch @tomderuyck
  • 13. Consumers are creating new categories @thomastroch @tomderuyck
  • 14. Consumer creativity Refining Creative Competing consumers are solving Redefining unfilled needs Creating @thomastroch @tomderuyck
  • 15. How about solving problems in a business context? @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
  • 17. CONSUMERS IN INNOVATION Richness Co-creation Crowd- sourcing Reach Yannig Roth (2012) @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
  • 20. OK, LET’S MAKE IT HAPPEN! @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
  • 24. High involvement Social independence Interpersonal influence Low involvement @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
  • 36. THE PROOF OF THE PUDDING… @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
  • 39. TOO GOOD TO BE TRUE? @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
  • 48. Global connection: Looking for consensus or tapping into differences. @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
  • 51. Thank you! Let’s go on to the Q&A