Co creation inverting the innovation process
24
Co-creation: inverting the research and innovation process Face, July 2012, MRMW, Philip McNaughton
-
Upload
face-social-intelligence-for-brands -
Category
Business
-
view
5.913 -
download
1
description
Co-Creation allows companies to take the innovation process and turn it on its head. This methodology allows brands to take advantage of the growth of participatory culture and consumer influencers to navigate new market landscapes.
Transcript of Co creation inverting the innovation process
Co-creation: inverting the research and innovation processFace, July 2012, MRMW, Philip McNaughton
What we’re fighting against
Pace of Change
Participatory Culture
End of Monolithic Brands
End of Ivory Tower Mentality
Socialization of Brands
Active role for consumers as influencers
Co-Creation Workshops commoditized
Listening to all
Engaging with many
Developing with 1%ers
Validation
The crowd
Your crowd
A more ambitious model
Going back upstream
Going on a journey
Complex Real World Endings
Insight through the process Inspiration from anywhere
Multi-Discipline & Synthesis of Data Sources
Researchers, planners, data scientists, creative technologists, community specialists, facilitators
Individual & Group Thinking
Linking data sources - passive and active - to
find the story
Stop thinking only about product development
Equity, Communication, Service, Content,
Activation
Navigating new landscapes
Evolving Equity in
new emotional
spaces
Better ContentBetter
Experiences
New Audiences New Need-
States
Innovating with new partners in new
contexts
Co-Creation: why it
matters #1
Co-Creation: why it matters #2
