Published 9 March 2021
Co Creation is a collaborative qualitative research methodology that market research agencies use to help clients with innovation design and stakeholder management to develop new products, concepts, ideas or solutions. It involves working together with key stakeholders – clients, experts, suppliers or customers and consumers as naïve or passionately involved experts.
Customer co-creation is about bringing customers into the collaborative innovation exercise, either within a workshop or to help optimise ideas or concept prototypes emerging from an innovation workshop.
Ideas are shared with consumers who help improve the ideas and provide watchouts and jointly provide value. Wherever possible we need to bring consumers into the space to share their thoughts collaboratively with the brand and innovation strategy and planning teams.
Co-creation workshops open hearts and minds to new possibilities There is a very real, personal interaction that takes place in a co-creation workshop setting.
People begin to see the world through a different lens. The shared understanding that develops energizes the room. Trust is created. Consumers and customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work and they believe they can commercialise. This newfound trust adds speed, power and precision to the process. People feel like they are being listened to and taken seriously as equal partners.
Brands like Microsoft points to the eye-opening success they have had with in-person co-creation workshops.
“Some of the most effective marketing solutions originate from real conversations with consumers”
What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly.
One of the most important questions that brands must continually answer in order to remain competitive is how they will build a unique relationship with their customers. Co-creation workshops provide that opportunity. They give brands, in this ever-changing world, a new ability to stay relevant and gain an advantage in the mind and the market.
Ruby Cha Cha has a several techniques lto provide more meaningful co collaboration and offers a speciality workshops centred on co-creation in innovation and brand development.
Whilst behavioural economics is big and system 1 thinking is all the rage, we must not forget about the power of consumers to think and provide more than likes/dislikes. To be included in the development process and to help shape the future of a brand, product or service. It is true that this type of collaboration is not for every consumer. We need people who can think, articulate needs and can work with concepts and raw ideas. Specialty recruitment is needed and a step away from traditional thinking in research is required.
Designed to be conducted in advance of the Brand Positioning Workshop, these impactful workshop s will engage customers and brand representatives in a collaborative session of mutual discovery and agreement around the category-specific issues and opportunities that will have the greatest effect on brand positioning.
Staying brand-neutral, this highly-facilitated workshop will involve the brand team as active participants as they imagine, work and strategize with their customers.
The Brand Positioning Strategy Co-Creation workshop is organized into three major segments:
At the end of the day brand marketers gain:
Ideal For: The brand, marketing, research and advertising team responsible for brand positioning.
Participants: Ideally, up to 10 brand team participants and 10 customers will attend the workshop.
Deliverables:
Timeframe: 1 full day workshop. Preparation and customer recruitment will take 2-3 weeks.
Outcomes: Clarity and confidence in developing a market-differentiating brand position.
Co Creation is a core tool for Ruby Cha Cha and there is still much excitement in the research and advertising world when it comes to the social media power of online co creation.
We can talk about it as online crowdsourcing where communities are an important and the concept is akin to social media marketing.
Consumers are given a direct voice into decision-making and increase their engagement with the brand or marketing idea. In a world where advertising is now a “one-to-one-to-many” proposition, this is an important contribution.
Yet, there’s something fundamentally missing with today’s crowdsourcing and online communities.
There’s an artificial barrier that exists that’s similar to the way a two-way mirror separates consumers and clients in a focus group setting. There’s no real intimacy, no real sharing, no real listening. You view and study and interact from a distance. As a result, true collaboration is lacking — the kind of collaboration that’s only possible when people get together, in-person, and work together to create something of value that works for everyone. So whilst online co creation is a great tool it is not the only hammer in the box.
Wherever possible we need to bring consumers not only into the room but into the space to share their thoughts collaboratively with the brand and innovation teams.
There is a very real, personal interaction that takes place in a co-creation workshop setting.
People begin to see the world through a different lens. The shared understanding that develops energizes the room. Trust is created. Consumers and customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work and they believe they can commercialise. This new found trust adds speed, power and precision to the process. People feel like they’re being listened to and taken seriously as equal partners.
Brands like Microsoft points to the eye-opening success they have had with in-person co-creation workshops.
“Some of the most effective marketing solutions originate from real conversations with consumers”
What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly.
The future belongs to brands that co-create with their customers
One of the most important questions that brands must continually answer in order to remain competitive is how they will build a unique relationship with their customers. Co-creation workshops provide that opportunity. They give brands, in this ever-changing world, a new ability to stay relevant and gain an advantage in the mind and the market.
Ruby Cha Cha has a several techniques like Ruby Espresso and Brand Magic that specialises in meaningful co collaboration and offers a speciality workshops centred on co-creation in innovation and brand development.
Whilst behavioural economics is big and system 1 thinking is all the rage, we must not forget about the power of consumers to think and provide more than likes/dislikes. To be included in the development process and to help shape the future of a brand, product or service. It is true that this type of collaboration is not for every consumer. We need people who can think, articulate needs and can work with concepts and raw ideas. Specialty recruitment is needed and a step away from traditional thinking in research is required.
Designed to be conducted in advance of the Brand Positioning Workshop, these impactful workshop s will engage customers and brand representatives in a collaborative session of mutual discovery and agreement around the category-specific issues and opportunities that will have the greatest effect on brand positioning.
Staying brand-neutral, this highly-facilitated workshop will involve the brand team as active participants as they imagine, work and strategize with their customers.
The Brand Positioning Strategy Co-Creation workshop is organized into three major segments:
At the end of the day brand marketers gain:
Ideal For: The brand, marketing, research and advertising team responsible for brand positioning.
Participants: Ideally, up to 10 brand team participants and 10 customers will attend the workshop.
Deliverables:
Timeframe: 1 full day workshop. Preparation and customer recruitment will take 2-3 weeks.
Outcomes: Clarity and confidence in developing a market-differentiating brand position.
If you have questions about using a market research online community for your company, or if you have general questions about market research online communities and how they can help your company deliver more value to your customers, drop us a line at info@rubychacha.com.au , visit our website at www.rubychacha.com.au or call us on 80946800.
Get in touch with the Ruby Cha Cha team. Email us at info@rubychacha.com.au or contact us here.
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