Co-creating consumer insights for successful new product development

25 januari 2011

Amsterdam

Cocreation of insights

Jochum Stienstra

Cocreation?

Prahalad

Co-creation is a form of open innovation: involving stakeholders in important decisions.

What is an insight?

sudden

Intuïtive

Emotional

Systeemverandering: niveaus vanwaarnemen

The brief encounter with anything that triggers our imagination, is a better drug to our mental state than a profound researchSimon Vestdijk

A mind, once stretched by a new idea, will never return to its original dimensionsOliver Wendell Holmes

Theory U: levels of perception

See what you always see

Observe the system

Understand your own role in the system

See yourself in a future system

Download

Seeing

Identitity and sensemaking

Insight research

Stimulate intuïtion

Shift

• from ‘de objectieve truth’ to ‘my role in

reality’

• from ‘understanding reality’ tp ‘change

reality’

• from Certaincy to naar plausibility,

• from reason to imagination

Connect

• inside and outside

• research and action

Insight researcn

Find needs

Generate ideas

Test ideas

Conditions

A dedicated, diverse team

Business, market intelligence, designers, technicians, researchers, target

groups

Een method matching the holistis character of insights

Helping to cocreate insights with stakeholders

A limited timezone

Under pressure all will become liquid

Narrative approach

Stimulate intuïtion

Shift

• from ‘de objectieve truth’ to ‘my role in

reality’

• from ‘understanding reality’ tp ‘change

reality’

• from Certaincy to naar plausibility,

• from reason to imagination

Connect

• inside and outside

• research and action

Scaling

Trigger imaginiation: homework

21 connected insights, 250 connected ideas

21 connected insights, 250 connected ideas

21 connected insights, 250 connected ideas

7 ideas

High quality ideas

Out of the system: new thinking

Production of all stakeholders

A database for ‘permanent co-creation’

Insight management cyclus

Create

Expand and

improve

Involve

Anchor

Development

vision

Share

Act

Test

Discussion

Presented at the International conference on

Qualitative Consumer Research & Insights

7 & 8 April 2011, Malta

For more information

Please visit: http://www.merlien.org