Co Creation is the process where brands and consumers work together to create better ideas, products and services. Whilst it is imperative for brands to steer product innovation, customer input is essential to the process.
Make strategic business decisions with The Essential Guide to Market Research by Ellen Baron.
Co Creating is a powerful tool to identify key factors which impact customer experience, and to identify key opportunities for new product development (NPD).
It is a crucial process in creating shared value i.e. customer centric value, and it is particularly helpful with brand development, brand positioning and ongoing brand management.
It can be conducted at any stage; during the development process, from inception and ideation through to the last stages of development.
Co Creation works in the following way:
It is critical to have great stimulus materials like concept boards with both text and imagery, and any other visual tools which can help unlock thinking, bust myths and get people building, not creating from scratch. If there is good foundation research available, this can be very useful. If not, it should be created.
Participants are mixed into cross-functional teams. Teams then visit the different tables in the Ruby Espresso Café, each table showing a different ‘territory’ or start-point. Ideation is driven by clever use of stimulus and thinking pathways.
The big point of difference for these sessions is that, once each team has exhausted their ideas, they set challenges for the next team to solve and optimise, so that the process continues to build as teams progress through the session from one territory to the next.
The output from the process is a series of optimised and ranked ideas that can then be assessed in terms of feasibility and size of opportunity within the business. Alternatively, it may result in clear tension platforms that need resolution or development of best practice case studies and implications for the business.