CO-CREATION

INNOVATIONTHE UP-AND-LIFT OF

LET’S TALK INNOVATION

Innovation is not rocket science.

Innovation is not creativity but builds upon creative assets.

WHAT’S NOT…

Innovation ishard science & social science as requires interplay between products & people.

WHAT IT IS…

Innovation iscuriosity at its best.

THE PEAK OF IT

“Innovation distinguishes between a leader and a follower.”

THE INSPIRATION

Steve Jobs

INNOVATION HAPPENS IN MANY WAYS

As DNA of products, in categories that cannot be outside innovation.

INNOVATION TYPES

INNOVATION TYPES

LIFE SAVING and life prolonging influencethat impact our own quality of life day by day.

INNOVATION TYPES

LIFE STYLE upgrader and joy generator by means of small miracles around us.

INNOVATION TYPES

Adding VALUE type of effect that brings color to consumer experiences, mainly by means of services.

INNOVATION TYPES

<OLD DOG, NEW TRICKS> in the sense of improvements or “how to make things a bit more interesting”.

SKY IS THE LIMIT!

INNOVATION IS A STAGE

STAGE 1

INVENTIONRoad opening ideas that change,revolutionize and open markets.

STAGE 2

INNOVATIONBrought to life ideas at close reach.

DIFFUSIONInnovation is everywhere, in

everything we touch.

STAGE 3

CONSUMERS GROW ON INNOVATION

STEP 1

The consumer is an impressionablespectator, constantly amazed by innovation.

THE SPECTATOR

STEP 2

The consumer becomes an experimenterand is an receptive newness enjoyer.

THE EXPERIMENTER

STEP 3

Daily innovation adopter, the consumer is keen for it even if somewhat desensitized.

THE ADOPTER

WE ARE HERE!

THE STATUS QUO

Same old story!That’s all?! That’s so yesterday!

Consumers expect innovation at increasing pace and oversized proportions.

SO WHAT’S NEXT?

LET THE CONSUMERS IN!

Innovation co-creators generate value by the interaction with brands and companies.

THE CO-CREATOR

THE WORLD IS A LAB!

Consumer driven innovation isconsumer relevant innovation.

Already has the DIY gene!

The road for success.

The consumer is empowered!

INNOVATION STARTS WITH C

WHO’S WHO IN CINNOVATION WORLD?

Let’s take two consumers!

Alex Tony

HARDWAREAdopters own and use over 6 different types of tech devices.

Owns high TECH = Has high NPA

ADOPTER TYPOLOGY

SOFTWARE – OSThe usage of minimum 2 different operation systems is a cross validation to eliminate

bias.

ZOOM IN THE ADOPTERS

Among adoptersthere is an edgy slice of leader

users with highest appetite for tech and willingness to buy and use it.

21%

leader

users

followers & watchers

Adopters

challenges others feels challenged and animated by complexity easily handles complexity and simplifies it spots ingenious solutions to ordinary situations enjoys doing things differently tries novelty with enthusiasm tries to discover surprising things always expresses own point of view only does what she/ he likes needs a lot of data to take a decision always finishes what was started is seen as a good adviser easily adaptable

CO-CREATOR TYPOLOGY

Owns a set of skills

Is a SM influencer

ZOOM IN & OUT THE CO-CREATORS

Co-creators can be found anywhere, both in and out TECH adopters zone defined by high NPA.

Followers

& watchers

40%

27%

40%

Adopters

Followers

& watchers

LET’S TAKE ALOOK INSIDE!

THE FRAME

Schwartz model includes 10 values that all cultures recognize and by which people can be holistic characterized.

SecurityTradition

Conformity

Universalism

Benevolence

Achievement

Power

StimulationSelf-direction

Hedonism

CO-CREATORS VS ADOPTERS

Self Enhancement

Openness to change

Conformity &

TraditionBenevolence Universalism Hedonism Security

13%

54%

44%21%

10%

-12%

-6%

-24%

7%

-5%-12%

CO-CREATORS OUTSIDE TECH

47%

25%

16%

-4%

-15%

Self Enhancement

Openness to change

Conformity &

TraditionBenevolence Universalism Hedonism Security

54%

21%13%

-6% -5%

CO-CREATORS ONLINE

60% of Tonytypology are media active

Media active consumers are online at least 3 times per week in SM, forums, blogs or review pages.

50% of Alex typology are media active

CO-CREATORS & SOCIAL MEDIA

88%

34%

37%

16%

15%

5%

90%

40%

33%

17%

17%

7%

THE ADOPTER PROFILE

high education most probably married

upper SEL (socioeconomic level)

enjoyment chaser

quite a spender, technology involved

not always open to share

open minded novelty seeker

less preoccupied by the <greater good>

<here and now> mindset

self

THE CO-CREATOR PROFILE

medium or high education

most probably not married

upper mainstream SEL (socioeconomic level)

novelty enthusiast

a connecto r

a creative explorer

independent minded

if outside TECH area, stronger outer focus is a belief

“sharing is caring” mindset

1, 2, 3…4!

Innovation can be lifted up with the help of

consumers as they provide across segments

and categories a wide platform of opportunity via

Co-creators.

FOOD FOR THOUGHT!

Co-creators independent of NPA are open and

willing to share, by proving high benevolence as

inner value.

Co-creators are not rara avis and their

identification can be facilitated by hard facts and

specific set of human values.

AND ONE MORE THING…

Start co-create with the consumers and

when co-creating, don’t forget to place

the right consumer on the radar as this

is essential to get the up-and-lift of

innovation at its best potential.

THANK YOU!www.isracenter.com

isracenter.com

THANK YOU!

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