Co-creating concepts & ideas Smartees Webinar

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

www.insites-consulting.com

Tom De Ruyck | Thomas Troch

From making people want things

to making things people want.

@thomastroch @tomderuyck

Your hosts for this Smartees Webinar

Thomas Troch

Senior Research Innovator

Tom De Ruyck

Head of Research Communities


Innovate

or die


Special people + Special places a Special ideas ?

Winning at New Products 4th Edition, Cooper, 2011

Making Ideas Work; Booz&Co, 2012

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.



WHAT ARE

WE DOING

WRONG?


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.


Consumer

creativity,

to DIY for


Consumers are refining products/services


Consumers are redefining products/services


Consumers are competing with brands


Consumers are creating new categories


Consumer creativity

Creative

consumers

are solving

unfilled needs

Refining

Redefining

Competing

Creating


How about

solving problems

in a business context?


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


Reach

Richness

Crowd- sourcing

Co-creation

Yannig Roth (2012)

CONSUMERS IN INNOVATION


Social Media Around The World 2012, InSites Consulting

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.


# Number Profile Duration


OK, LET’S

MAKE IT

HAPPEN!


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.

1.


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.

2.


High involvement

Low involvement


High involvement

Low involvement

Social independence

Interpersonal influence


High involvement

Low involvement

Social independence

Interpersonal influence

Independent innovators

Social influencers

Laggards Followers


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.

3.


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.

4.


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.


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


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.


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.

5.



This is why we are CO-creating


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.


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.


THE PROOF

OF THE

PUDDING…


ROAD TO MORE RELEVANT IDEAS

Idea screening in 5 countries

Top 10 Uniqueness Top 10 Relevance

Community

with

Innovators

& Influencers

Community

with

“Ordinary”

consumers

In-company

idea generation


a co-creation claim

Products with

are perceived as

Van Dijk, 2012

more attractive,

innovative, unique

and relevant.


TOO GOOD

TO BE

TRUE?


Innovation is not only

about generating and

validating ideas, it’s

about implementing them

successfully and

improving them

continuously.


Insighting

Developing

Optimizing

Implementing

Business

Objectives


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.


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.


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.


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.




Global connection:

or tapping into differences.

Looking for consensus


Peter

Drucker

The aim of marketing is

to know and understand

the customer so well the

product or service fits

him and sells itself.


Get in

touch

Tom De Ruyck, Head of Research Communities

Thomas Troch, Senior Research Innovator

+32 497 885 882 [email protected]

+32 494 867 081 [email protected]

Thank you! Let’s go on to the Q&A

Documents

Co-creating concepts & ideas Smartees Webinar