25. LET THE CONSUMERS IN!
THE CO-CREATOR
Innovation co-creators generate value by
the interaction with brands and companies.
26. THE WORLD IS A LAB!
Consumer driven innovation is
consumer relevant innovation.
The consumer is Already has the The road for
empowered! DIY gene! success.
28. WHO’S WHO IN
CINNOVATION WORLD?
Let’s take two consumers!
Alex Tony
29. ADOPTER TYPOLOGY
Owns high TECH = Has high NPA
HARDWARE
Adopters own and use over
6 different types of tech
devices.
SOFTWARE – OS
The usage of minimum 2
different operation systems is
a cross validation to eliminate
bias.
30. ZOOM IN
THE ADOPTERS
Adopters
Among adopters
there is an edgy 21%
leader
slice of leader users
users with highest
appetite for tech
and willingness to
buy and use it.
followers & watchers
31. CO-CREATOR TYPOLOGY
Owns a set of skills
challenges others
feels challenged and animated by
complexity
easily handles complexity and simplifies it
spots ingenious solutions to ordinary
situations
enjoys doing things differently
tries novelty with enthusiasm
tries to discover surprising things
always expresses own point of view
only does what she/ he likes
needs a lot of data to take a decision
always finishes what was started
is seen as a good adviser
easily adaptable
Is a SM influencer
32. ZOOM IN & OUT
THE CO-CREATORS
Co-creators can Adopters
be found
anywhere, both 40%
40%
in and out TECH
adopters zone
defined by high
27%
NPA. Followers Followers
& watchers & watchers
34. THE FRAME
Schwartz model Hedonism Stimulation
Self-direction
includes 10 values
that all cultures Achievement Universalism
recognize and by Power Benevolence
which people can
Security
be holistic Tradition
Conformity
characterized.
37. CO-CREATORS ONLINE
Media active consumers are online at least 3 times
per week in SM, forums, blogs or review pages.
50% of Alex 60% of Tony
typology are typology are
media active media active
38. CO-CREATORS &
SOCIAL MEDIA
88% 90%
34% 40%
37% 33%
16% 17%
15% 17%
5% 7%
39. THE ADOPTER PROFILE
open minded novelty
self seeker
quite a
spender, technology not always
involved open to share
<here and now> mindset
enjoyment
less preoccupied by the
<greater good>
chaser
high education most probably married
upper SEL (socioeconomic level)
40. THE CO-CREATOR PROFILE
a creative independent
explorer minded
novelty “sharing is
enthusiast caring” mindset
if outside TECH area, stronger
outer focus is a belief
medium or a connecto r
high education
most probably not married
upper mainstream SEL (socioeconomic level)
42. FOOD FOR THOUGHT!
Innovation can be lifted up with the help of
consumers as they provide across segments
and categories a wide platform of opportunity via
Co-creators.
Co-creators independent of NPA are open and
willing to share, by proving high benevolence as
inner value.
Co-creators are not rara avis and their
identification can be facilitated by hard facts and
specific set of human values.
43. AND ONE MORE THING…
Start co-create with the consumers and
when co-creating, don’t forget to place
the right consumer on the radar as this
is essential to get the up-and-lift of
innovation at its best potential.
44. THANK YOU!
THANK YOU!
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