Our co-creation methodology with lead users and experts, can assist in innovation challenges, branding issues and in planning for international expansion
4. AMATI
CO-CREATION TYPES
& Associates
We can segment types of co-creation by two dimensions: effort required and consumer typology
Crowdsourcing (feedback)
Co--authoring
Open Source
Program
(e.g. set of on-going
activities)
Types of Effort
OI Platforms
Frito Lay
letâs consumers choose
next set of flavors
to be launched
Crowd-funding
Crowdsourcing
Macro/Micro-work
Project
(e.g. set of
one-off activities)
Co-design/
Co-development
Diageo co-developed a
new brand with the winning
bartender of the Show Your
Spirit contest
e.g.,
Contests
AMATI
e.g.,
Task
(e.g. one off
activity)
Co-creation Labs
Crowd--voting
Standard
Consumers
Lead
Users
Types of Consumers
& Associates
Focus
And focus of
This presentation
Experts
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5. AMATI
CO-CREATION LABS
& Associates
Co-creation Labs were developed as a strategic tool that could be applied to a variety of challenges around the world
What to expect:
What not to expect:
â˘âŻ A co-creation is an interactive work
session among consumers, experts and the
customer. They work together, to:
â˘âŻ Not merely a diagnostic tool: it helps
generate insights, but it is not traditional
research neither at concept nor at
consumption level
â˘âŻ openly attack one of the customerâs
challenges
â˘âŻ
co-develop one or more solution to
the challenge
â˘âŻ define a clear and relevant platform for
the developed concepts
â˘âŻ Co-creation ultimately helps make the
customerâs brand more relevant with the
specific consumer group, by generating
insights and co-developing ideas.
â˘âŻ Not a replacement for designers and
product managers
â˘âŻ Does not deliver a turn-key solution,
ideas are rough, inspired and relevant but
require more in-depth/ technical
development
â˘âŻ Co-creation is a source of inspiration for
the client, based on outside-in approach
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6. OBJECTIVES
AMATI
& Associates
Co-creation can effectively deliver on several objectives: consumer interaction and actionable insights, relevant brand
platforms, âŚ
Specific Co-creation objectives
â˘âŻ Exchange and confront ideas with leading edge
consumers and/or Experts
â˘âŻ Explore distinctive/innovative ways to connect with
and to become more aspirational and relevant for
a specific target consumer
â˘âŻ Connect and leverage the creativity of the target group
through jointly developing concrete and
breakthrough business applications
â˘âŻ Gain front-line experience and actionable
insights into consumersâ perspective
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7. OBJECTIVES â Why should we co-create?
BENCHMARK
AMATI
& Associates
According to a study published by the Universities of Tokyo and Wien, co-created products sell more and at better
margins⌠(at least in Muji chain in Japan!)
Co-created products sell
3x vs. others in Year 1
Co-created products have 4x
better Gross Margins in Year 1
Co-created Products
generated a turnover
5x vs. others in Year 3
Co-created products have 6x
better Gross Margins in Year 3
Co-created products are more likely to
survive the 3 years observation period
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8. AMATI
STRUCTURE
& Associates
The Co-creation session is structured to create a flow from more general insights to concrete, âcustomisedâ solutions
Structure(*)!
Insight Platform
PRODUCT/ Brand
Segmentation Mapping starting from
Need states with Concept Mapped
Product Write-up
Activation
Packaging Write-up
WRAP-UP +
VISUALIZATION
Full-fledge Concept
(*) Stages depend on actual objectives of the
session and can change accordingly
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9. AMATI
CO-CREATION TOPIC
& Associates
⌠and translate this challenge into a Co-creation topic which will be addressed in the session
Within the Scope
!
Out of the Scope
X
â˘âŻ Develop an activation platform for a defined
target group
â˘âŻ Is one activation platform better than another
(music vs. movie)
â˘âŻ Ideation of new products and packaging
â˘âŻ How can distribution help us to better
connect with young people?
â˘âŻ Develop innovative, occasion-driven pack-types
and/or new consumption occasions
â˘âŻ Develop ways to âiconizeâ the brand
â˘âŻ Does the target group like the new pack?
â˘âŻ What should our brand values be?
â˘âŻ Build new or tap into existing consumer rituals
â˘âŻ Enrich new ideas/concept while validating
them
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10. RECRUITMENT
AMATI
& Associates
Focusing on leading edge consumers has dual benefit: first to sparkle creative output of the session, and later to develop a
concept of inspiration for all the others
Why âleading edgeâ consumers?
â˘âŻ Because they are outspoken, brand conscious, articulate
and original
â˘âŻ Have a clear opinion
â˘âŻ Connected and âin the knowâ (about whatâs happening
locally and internationally)
â˘âŻ Source of inspiration and able to build on each othersâ
ideas rather than âjust criticisingâ
â˘âŻ Confident and used to developing new/own ideas
instead of âcopy/pasteâ whatâs already out in the market
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Homophily: individuals tend to bond
and associate to others a.k.a. Birds of
feather flock together
Complex Adaptive Systems: network of
independent dynamic relationships that
adapt and learn from each other
Swarm Intelligence: collective behavior
of decentralized, self-organized systems
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11. AMATI
RECRUITMENT
& Associates
There is no typical profile for leading edge consumers, which is why recruitment is challenging and so important.
Profile Leading Edge Consumers
â˘âŻ Started own company after school
"⯠Articulate
â˘âŻ Plugged-in in all most important
"⯠Outgoing
â˘âŻ Working in famous night club
"⯠Co-operative
â˘âŻ Dreams of being a NatGeo photographer
clubs
â˘âŻ World traveller
â˘âŻ Young DJ/song writer
â˘âŻ Studied psychology abroad
"⯠Creative
"⯠Opinion leader
"⯠Brand savvy
"⯠Style-conscious
"⯠Bright
â˘âŻ University student
â˘âŻ Started own charity
â˘âŻ Involved in theater scene
â˘âŻ Working on opening his own gallery
"âŻMix male/female
â˘âŻ Works as trend-spotter
â˘âŻ Actively involved with childrenâs
charity programs
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12. AMATI
TIMINGS
& Associates
A co-creation takes from start to end more or less 7-8 weeks. It might take long for unusual locations (e.g. non-urban setting)
and very peculiar demographics (incidence less than 5%)
Month
 1
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WEEK
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Month
 2
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I.⯠Set-up
â˘âŻ Agreement
â˘âŻ Set-up (e.g. calendar, logistics)
II.⯠Recruitment
â˘âŻ Finalize Set-up (e.g. venue, date, experts,..)
â˘âŻ Recruitment
III.⯠Session
â˘âŻ Session
IV.⯠Presentation
â˘âŻ Summary
â˘âŻ Presentation
Co-Ââcrea)on
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session
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Presenta)on
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Results
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14. Areas of Intervention
FOR DISCUSSION
AMATI
& Associates
In the area of co-creation we can be useful in four areas
Develop a Tailor-made
Lab Structure
1)âŻ
2)âŻ
3)âŻ
4)âŻ
Collect customerâs requirement
Translate them into a design
Test design
Fine Tune
Trainings
Source: own analysis
Execute Training Programs aiming at:
1.⯠Train the trainers
2.⯠Train the moderators
3.⯠Train Participants
Develop a Training Program
From a basic Lab design,
develop:
1)⯠Training Course
2)⯠Training Presentation
3)⯠Training Materials
Execute Labs
1.⯠Design and execute labs
to address a specific
business challenge
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