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The innovator’s guide to co-creation

Dr Nick Coates, @nickcoates
FDIN event, December 2012
The inexorable rise of co-creation
1
Defining co-creation
Co-creation isn’t…
The innovator's guide to co creation nc
The innovator's guide to co creation nc
The innovator's guide to co creation nc
You can’t hurry love
Meet fluffy...
The innovator's guide to co creation nc
Co-creation’s future
lies in its past
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-design    Open
                                                                      Big Talk           Communities    3D printing
 doodles         Research                                Space
3 defining characteristics of 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]
2
Doing co-creation
The innovator's guide to co creation nc
Objectives of successful co-creation


1. Stretch and challenge the organisation
2. Keep solutions true to their ethos
3. Outside-in, not inside-out perspective
4. Iterate and get the details right
5. Involve a diverse stakeholder base


Do it all earlier, quicker and with greater agility
Our favourite co-creation tools
              Big Talk              Consumer Advisory Boards
        1-2 day co-creative       on-going or project-based online
    workshops with consumers,         customer communities
         staff and experts




     Live / dramatic / physical         Mainly asynchronous
         Great for ideation       Iterative, great for optimisation
        Breakthrough zone               24/7 access, globally
     Stakeholder engagement                   Social glue
A range of food & drink applications



    Positioning          Stretch            NPD              Retail          Activation

                                                         Co-creating the
                                                          ‘restaurant of   Coming up with
     Devising a           Helping      Co-creating two
                                                            the future’,    Activia’s “one
      new brand         Tropicana      new products in
                                                             leading to      insight” to
    positioning to    create a Brand   market – Snack
                                                         family concepts      underpin
    revitalise Red        Stretch      Pot and Pouring
                                                           stores in UK,     communi-
   Stripe in the UK      roadmap          Yoghurt
                                                              France &         cations
                                                              Germany
3
The benefits of co-creation
Better Insight
Tactic 1. Permission to dream
The Activia Advisory Board
• 3 strategic projects, 12 tactical
  research questions
• 125 activities and collaboration
  sessions
• 80 consumer initiated activities
• 1,300 hours of participation
• Over 15,000 individual contributions
• Produced deep insights to inform
  strategic projects
• Answered a range of quick turn around
  tactical questions
Results: co-creation in the optimisation phase


Optimisation led to the development and launch of
Snack Pot and Activia Pouring Yoghurt and some of
Danone’s highest ever performing concepts at BASES.

Activia’s Single Pot received 80% distribution in the
first month and ASDA alone sold 3 million pots in the
first month.




Co-creation through the looking glass | slide 23
Results. A winning comms campaign


                                                   •   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.




Co-creation through the looking glass | slide 24
Better Creativity
Where do the best ideas come from?
(according to business leaders)


                 41     % customers


                 35   % heads of business units


                 33 %     R&D
Source: Promise, Brand Together
Tactic 1. Upskilling
Tactic 2. Disinhibition
Better Belief
The innovator's guide to co creation nc
The innovator's guide to co creation nc
In summary


1. Co-creation’s richer than we think, with more applications
2. It’s not something you automate, it’s social and complex
3. It takes courage and effort to get right.
4. Key benefits we notice time and again are insight, creativity and
belief – the rest you can do in other ways…
5. And the right tools mean you can explore, build and iterate to
your heart’s content…


For this group, there’s still massive untapped potential
Thank you!

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The innovator's guide to co creation nc

  • 1. The innovator’s guide to co-creation Dr Nick Coates, @nickcoates FDIN event, December 2012
  • 2. The inexorable rise of co-creation
  • 12. 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-design Open Big Talk Communities 3D printing doodles Research Space
  • 13. 3 defining characteristics of 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]
  • 16. Objectives of successful co-creation 1. Stretch and challenge the organisation 2. Keep solutions true to their ethos 3. Outside-in, not inside-out perspective 4. Iterate and get the details right 5. Involve a diverse stakeholder base Do it all earlier, quicker and with greater agility
  • 17. Our favourite co-creation tools Big Talk Consumer Advisory Boards 1-2 day co-creative on-going or project-based online workshops with consumers, customer communities staff and experts Live / dramatic / physical Mainly asynchronous Great for ideation Iterative, great for optimisation Breakthrough zone 24/7 access, globally Stakeholder engagement Social glue
  • 18. A range of food & drink applications Positioning Stretch NPD Retail Activation Co-creating the ‘restaurant of Coming up with Devising a Helping Co-creating two the future’, Activia’s “one new brand Tropicana new products in leading to insight” to positioning to create a Brand market – Snack family concepts underpin revitalise Red Stretch Pot and Pouring stores in UK, communi- Stripe in the UK roadmap Yoghurt France & cations Germany
  • 19. 3 The benefits of co-creation
  • 22. The Activia Advisory Board • 3 strategic projects, 12 tactical research questions • 125 activities and collaboration sessions • 80 consumer initiated activities • 1,300 hours of participation • Over 15,000 individual contributions • Produced deep insights to inform strategic projects • Answered a range of quick turn around tactical questions
  • 23. Results: co-creation in the optimisation phase Optimisation led to the development and launch of Snack Pot and Activia Pouring Yoghurt and some of Danone’s highest ever performing concepts at BASES. Activia’s Single Pot received 80% distribution in the first month and ASDA alone sold 3 million pots in the first month. Co-creation through the looking glass | slide 23
  • 24. Results. A winning comms campaign • 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. Co-creation through the looking glass | slide 24
  • 26. Where do the best ideas come from? (according to business leaders) 41 % customers 35 % heads of business units 33 % R&D
  • 33. In summary 1. Co-creation’s richer than we think, with more applications 2. It’s not something you automate, it’s social and complex 3. It takes courage and effort to get right. 4. Key benefits we notice time and again are insight, creativity and belief – the rest you can do in other ways… 5. And the right tools mean you can explore, build and iterate to your heart’s content… For this group, there’s still massive untapped potential

Notas do Editor

  1. Thanks.... So this session is billed in the programme as “the creative consumer”. That’s dead right in one sense and not quite right in another It’s right in the sense that we think consumers can be creative (except maybe for a lady called Kimberley I met last week...!) It’s less right in the sense that the creative consumer suggests a subset of consumers, an elite or special group We work with consumers all the time and our mission is to help them (and our clients, especially our clients ) be more creative. That means working in certain ways, certain spaces and with certain rules and constraints that we don’t think are the norm, particularly in market research, but more broadly any of the interactions organisations have with their customers. And there’s one story that we’ve found to be the most helpful in explaining what we mean. It’s a story that began in 1865 and that’s been popular ever since. The story of Alice...
  2. In my first section I want to make a simple point: CO-CREATION IS NOT A NEW PHENOMENON But it’s clothing may be…