Our Approach to Co-creation
Co-creation is am umbrella notion, for a wide variety of activities. It can fall under the marketing or innovation function, and a lot of co-creating activities are even part of Open Innovation eco-systems. One can co-create on-line and off-line, remotely or physically in the same space. Co-creation actors might include customers, leading edge consumers, lead users, hyper-users, partners, designers, advocates and ambassadors, and many more.
We rarely use co-creation as a turn-key solution. We co-create to generate and validate relevance of insights. We co-create to be inspired, challenged or just to solve a problem. We co-create to tap into creative people, but also to get the most out of people who spend too much time inside a physical office, with no clear window on the outside world.
A Co-creation Lab is a full-day workshop, where clients, consumers and/or customers, designers, ambassadors, advocates and experts, meet to solve a challenge, to co-create a solution. While the session is always geared towards a clear and tangible output, often times the true objectives is to generate and validate insights. Or validate and enrich, existing concepts. Even to strengthen a brand positioning or an innovation strategy.
A mini-session is a shorter version of the full-fledged lab. We usually combine two sessions in the same day, while slightly changing the profile of the co-creators. This is useful, for example, when a concept has a wide demographic profile: we want to hear from consumers in a wide age bracket, but we do not want them to be in the same room at the same time, to avoid a generational divide in the groups. A Mini-lab is a conscious trade – off, between the depth of the day-long session, in favour of the breadth of consumers profile attending the session.
As brands are increasingly become global, and they want to quickly validate or generate ideas across various regions. On-line becomes and ideal place to co-create. We use forum like or chat like technologies to get a group of co-creators in a virtual room and work together. These types of sessions, can also be used for longer period of time, creating a sounding ground for ideas development, as well as a global trend-spotting tool, by using consumers to spot up-and-coming trends in their countries.