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In co-creation, the principles of building online market research communities still apply, but we have to select and engage members in the right ways—namely, by asking them to go beyond describing their experiences to create for clients.
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Engaging Online Community Members:
Moving Beyond Conversation to Co-
creation
Linda Ury Greenberg, Columbia UniversityKevin Lonnie, KL CommunicationsSean Holbert, KL CommunicationsJune 22, 2014
Focus Groups
Online Forums/ Live chatOnline
Panels
MROCs
Co-creation Communities
“It’s getting cheaper and cheaper for users to innovate on their own. This is not traditional market research — asking customers what they want. This is identifying what your …users are already doing and understanding what their innovations mean for the future of your business.”
- Eric von Hippel, Professor at MIT
React
Create
Share
Collaborate
Ideation
Collaboration
Questions?
Create with customers, not just
for them
Sean HolbertEVP, Business DevelopmentKL [email protected]
Kevin LonniePresidentKL [email protected]
Linda Ury GreenbergDirector of Marketing ResearchColumbia [email protected]
