1. Innovation through co-creation:
Lessons from international experience
Dr Nick Coates & Phil Burgess

2. 600th Community launched this week

3. 1
Let’s talk innovation

4. We believe
1.
The best
innovation is
customer-
centric, not
R&D-led

6. We believe
1. 2.
The best Co-creation
innovation is is the most
customer- powerful
centric, not tool for
R&D-led doing this

7. 2
Let’s talk co-creation

8. Co-creation isn’t…

10. Crowdsourcing can work

11. It can also backfire

12. Co-creation is…

13. What defines co-creation?
Creativity Collaboration Control
Focus on outcomes Interactivity Purposive;
Non-rational focus Snowballing often time-bound
Reaching new places Real-time component Organisation-led
‘creative’ approaches Social Facilitated
[not just choosing] [not a solo effort] [not organic]

14. Evolution of co-creation
pre-history 1960s 1970s 1980s 1990s 2000s 2010
Psychoanalysis
Participatory architecture
(Freud) User innovation
(Gehl, Price, Huth)
(von Hippel)
User-centered design
Open source movement
(Linux, Mozilla)
Psycho- Action Co- Open 3D
design Big Talk Communities
doodles Research Space printing

15. International examples
Brand Business Service Retail Product
innovation innovation innovation innovation innovation
Working with Collaborative Using hotel Co-creating the Co-creating the
customers to sessions for the staff across a ‘restaurant of interior of the
explore and new global network the future’, new fleet of
create a new management to generate leading to A380s, using
global brand team and their ‘local family concepts frequent flyers
platform for target experiences’, stores in UK, and designers in
Tempo, in Hong customers to the currency of France & the US,
Kong, Germany help launch a new breed of Germany Australia and
and Italy Virgin Poland loyalty scheme UAE

16. The advantages of co-
creative innovation

17. When it works, co-creative innovation…
…does it all earlier, quicker and with greater agility
Better Enhanced Stronger Reduced costs
engagement & creativity and insights, and time to
understanding commitment ideas, belief market

18. More creative input & imagination

19. Better insights (Activia)
• The insights generated from the
community were 82% more effective
than those generated through traditional
methods. (Danone IPSOS Study)
• The community generated 47% more
insights than those produced using
traditional off-line methods (e.g. focus
groups)
• Insights fed into the development of the
Activia campaign: Tummy Loving Care.
• The campaign resulted in a +9% uplift in
base sales.

20. Better belief (Kraft)
+ managers in 60
markets online

21. Faster implementation (Orange)

22. 3
5 myths about co-creation

23. Myth 1
It’s just a big focus
group
In fact: co-creation’s a
different philosophy, a way
of working, not a format…

24. Myth 2
Consumers will
give you the
answer
In fact: the answer can come
from lots of places, and at
different moments

25. Myth 3
It’s about
consumers doing
the hard work
In fact: it’s not about
delegating decision-making,
it’s got to be collaborative

26. Myth 4
Consumers don’t
know what they
need
In fact: they are often very
good at telling us what they
need, if we listen for possibility

27. Myth 5
We need special
people, the 1%ers
In fact: we need to create
the right environment not
recruit ‘special’ people

28. We believe
1. 2. 3.
The best Co-creation The key
innovation is is the most driver of co-
customer- powerful creation is
centric, not tool for 360o
R&D-led doing this creativity

29. 4
Let’s talk creativity

30. Involve Homo Ludens – the spirit of serious play
OR

31. Invent your own game: build group self-confidence

32. Tantrum: break down inhibition from the start

33. We believe
1. 2. 3. 4.
The best Co-creation The key Creativity is
innovation is is the most driver of co- a universal
customer- powerful creation is human
centric, not tool for 360o capability,
R&D-led doing this creativity not a skill

34. 4
Lessons from international experience

35. Fundamentally,
creativity travels…

36. Think traders won’t write love letters? Think again
When we first met I had uncertainties and inhibitions, while you were
salivating. A few times I got upset when you put your hands in my
pockets rather inappropriately, but after your apologies and promise
to behave, we happily moved on.
Nobody does what you do nearly as well - though there are some things you
can't or so far don't want to do so I have to see someone else on the side until
you change your mind.
I appreciate that you're low maintenance and without many mood swings. I'm
always thrilled to manipulate your platform and sometimes overdo it, which
ends up costing me more than you. I'll be having a small corporate baby soon,
will you be able to take care of it? Raphael
The first time I heard about you was in industry chatter. The first time I saw
you I thought ‘wow this looks good’! Our first date was mmmm. I was
expecting you to deliver. As I got to know you better, I thought that must be in
the fine print. Our relationship now is tiring and things are going worse. In the
future, I can imagine us living apart unless you drastically change your ways
and there is a overhaul of your charts and reliability. Jters

37. All over the world, drawing works…

38. Don’t let stereotypes limit your creativity
People will do things for
you, in most markets…
And it’s easy to assume
some are more different
than they actually are
Source: Communispace –
Breakthroughs without borders

39. But there are bumps
in the road…

40. Challenge 1
Culture

41. What’s socially acceptable can be a barrier
Sometimes talking
about things doesn’t
Creative games work
all over the world

42. How much mess you can make varies…
Messy play in some In Hong Kong we
markets = OK needed a bathroom
break

43. Beware stimulus! (Virgin Polska)
BORED / SAD? COOL!

44. Challenge 2
Logistics

45. Practical issues can often be a drag…
Broadband penetration in Peru CEO who can’t type in Chicago
Mortality rate in Africa Venues in Hong Kong

46. The usual international fieldwork issues apply
But co-creation can be demanding and place extra burdens on people
Long evening work? Punctuality? Local partners?
Factor in prayer time! Beware ‘Cairo time’ Recruiter says no…

47. Challenge 3
Organisational

48. In January 2012 we built L’Atelier Gervais
An online insight and innovation community of
300 Mums of 2-8 year olds

49. Don’t let fear get in the way of experimentation
De mon côté j 'ai toujours été bien ronde aussi depuis petite. Depuis que j'ai su que
I’m someone who’s always been a bit on the round side, even young. As soon as I
j'étais enceinte ma crainte est venu aussi de faire attention aux poids de mes
found out I was pregnant I started worrying about my boys’ weight. It wasn’t
garçons. Sans tomber dans l'excès. Mais comme tu l'écris je vis avec cette pensée
excessive, but just like you were saying, I am living with this secret thought and I
secrète et je les observe pour être sur qu'ils soient bien dans la norme si on peut
watch them to make sure they are ‘normal’ so to speak - Virginie
dire! - Virginie

50. Don’t let the brand police kill creative ideas

51. Don’t let creatives ‘own’ creativity
The R&D department The creative agency
Consumers? Consumers?
Not grounded enough They haven’t trained for this,
They don’t understand how that’s our job; “step away
complicated it really is from the creative”

52. Thank you!
Dr Nick Coates | Consultancy Director Promise Communispace
ncoates@promisecorp.com 76-80 Whitfield Street
Phil Burgess | Consultancy Director London
pburgess@promisecorp.com W1T 4EZ
020 7082 1747