international innovation for aura
TRANSCRIPT
Innovation through co-creation: Lessons from international experience
Dr Nick Coates & Phil Burgess
600th Community launched this week
1 Let’s talk innovation
We believe
1.
The best innovation is
customer-centric, not
R&D-led
We believe
1.
The best innovation is
customer-centric, not
R&D-led
2.
Co-creation is the most
powerful tool for
doing this
2 Let’s talk co-creation
Co-creation isn’t…
Crowdsourcing can work
It can also backfire
Co-creation is…
Creativity Collaboration Control
Focus on outcomes Non-rational focus
Reaching new places ‘creative’ approaches
[not just choosing]
Interactivity Snowballing
Real-time component Social
[not a solo effort]
Purposive; often time-bound Organisation-led
Facilitated
[not organic]
What defines co-creation?
2000s 2010 1960s 1970s 1980s 1990s pre-history
Participatory architecture (Gehl, Price, Huth)
Psychoanalysis (Freud) User innovation
(von Hippel)
Open source movement (Linux, Mozilla)
User-centered design
Evolution of co-creation
Action Research
Psycho-doodles
Co-design
Open Space
Big Talk Communities 3D
printing
International examples
Brand innovation
Business innovation
Service innovation
Retail innovation
Product innovation
Working with customers to explore and
create a new global brand platform for
Tempo, in Hong Kong, Germany
and Italy
Collaborative sessions for the
new management
team and their target
customers to help launch
Virgin Poland
Using hotel staff across a
global network to generate
‘local experiences’,
the currency of a new breed of loyalty scheme
Co-creating the ‘restaurant of
the future’, leading to
family concepts stores in UK,
France & Germany
Co-creating the interior of the new fleet of A380s, using
frequent flyers and designers in
the US, Australia and
UAE
The advantages of co- creative innovation
When it works, co-creative innovation…
…does it all earlier, quicker and with greater agility
Better engagement & understanding
Enhanced creativity and commitment
Stronger insights,
ideas, belief
Reduced costs and time to
market
More creative input & imagination
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.
Better belief (Kraft)
+ managers in 60 markets online
Faster implementation (Orange)
3 5 myths about co-creation
Myth 1 It’s just a big focus group
In fact: co-creation’s a different philosophy, a way of working, not a format…
Myth 2 Consumers will give you the answer In fact: the answer can come from lots of places, and at different moments
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
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
Myth 5 We need special people, the 1%ers
In fact: we need to create the right environment not recruit ‘special’ people
We believe
1.
The best innovation is
customer-centric, not
R&D-led
2.
Co-creation is the most
powerful tool for
doing this
3.
The key driver of co-creation is
360o creativity
4 Let’s talk creativity
Involve Homo Ludens – the spirit of serious play
OR
Invent your own game: build group self-confidence
Tantrum: break down inhibition from the start
We believe
1.
The best innovation is
customer-centric, not
R&D-led
2.
Co-creation is the most
powerful tool for
doing this
3.
The key driver of co-creation is
360o creativity
4.
Creativity is a universal
human capability, not a skill
4 Lessons from international experience
Fundamentally, creativity travels…
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
All over the world, drawing works…
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
But there are bumps in the road…
Challenge 1 Culture
What’s socially acceptable can be a barrier
Creative games work all over the world
Sometimes talking about things doesn’t
How much mess you can make varies…
Messy play in some markets = OK
In Hong Kong we needed a bathroom
break
Beware stimulus! (Virgin Polska)
BORED / SAD? COOL!
Challenge 2 Logistics
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
The usual international fieldwork issues apply
Long evening work? Factor in prayer time!
Punctuality? Beware ‘Cairo time’
Local partners? Recruiter says no…
But co-creation can be demanding and place extra burdens on people
Challenge 3 Organisational
In January 2012 we built L’Atelier Gervais An online insight and innovation community of
300 Mums of 2-8 year olds
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 j'étais enceinte ma crainte est venu aussi de faire attention aux poids de mes
garçons. Sans tomber dans l'excès. Mais comme tu l'écris je vis avec cette pensée secrète et je les observe pour être sur qu'ils soient bien dans la norme si on peut
dire! - Virginie
I’m someone who’s always been a bit on the round side, even young. As soon as I found out I was pregnant I started worrying about my boys’ weight. It wasn’t
excessive, but just like you were saying, I am living with this secret thought and I watch them to make sure they are ‘normal’ so to speak - Virginie
Don’t let the brand police kill creative ideas
Don’t let creatives ‘own’ creativity
Consumers? Not grounded enough They don’t understand how complicated it really is
Consumers? They haven’t trained for this,
that’s our job; “step away from the creative”
The R&D department The creative agency
Thank you!
Dr Nick Coates | Consultancy Director [email protected] Phil Burgess | Consultancy Director [email protected]
Promise Communispace 76-80 Whitfield Street London W1T 4EZ 020 7082 1747