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INSPIRING INNOVATION THROUGH CO-CREATIONAmong other online co-creation tools such as crowdsourcing platforms or co-creation studies, co-creation processes are initiated by a phase of “opportunity seeking” in which the Netnography approach is applied. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights.Practical Cases from the cosmetics industryA toolset of co-creation and open innovationRealizing and implementing co-creation programs form opportunities and ideas to product launchDr. Michael Bartl, CEO , HYVE AG.
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InnoCosmetics Europe
Inspiring Innovation Through
Co-Creation
Dr. Michael Bartl, CEO, HYVE AG
Changing Models of Innovation
from Closed Innovation to OpenInnovation.
Utilize Ideas, Creativity,Competences and Talent fromoutside the company.
Processes, culture, structure andmethods are adapting.
“Not all the smart
guys work for us”
The informed, networked and active consumer
Knowledge is democratized and can be acquired and assimilated „anytime“ & „anyplace“ in the Web.
Armed with new connective social media tools, consumers are eager to interact and exchange opinions, solutions and challenges regarding products, brands and their lifes.
Empowered consumers are motivated and capable to create content & user innovations.
Evolutionary Steps of Market Research
Face-to-face Interviews
Telephone Interviews
&Paper Pencil
Questionnaires
Online Research
Co-Creation & Community
Research
Transfer of traditional methods to a new medium in a faster and more efficient way concerning costs, speed, reach, and at the same time ensure information quality with the help of online panels.
• Online Surveys Concept Test• Virtual Conjoint Analysis• Virtual Interviewing Software• etc.
You can’t innovate with today’s consumers using yesterday’s methods!
Development of contemporary and modern methods and tools to utilize the power of consumer communities. • Netnography• Crowdsourcing• Co-Creation Studies• Lead User
Three areas of methodological developments
Crowdsourcing
Communities
Activate the „creativemass“ for idea generationand problem solving using
open online platfoms
Online Research
Toolkits
Web-based, interactive,
intelligent and playful tools
(qualitative & quantitative) to
engange and empower
consumers
Observational
Research
Utilizing online communities
as source of Consumer
Insights and Innovation via
Netnography
and Web-Analytics
closed << >> open
Three areas of methodological developments
Crowdsourcing
Communities
Activate the „creativemass“ for idea generationand problem solving using
open online platfoms
Online Research
Toolkits
Web-based, interactive,
intelligent and playful tools
(qualitative & quantitative) to
engange and empower
consumers
Observational
Research
Utilizing online communities
as source of Consumer
Insights and Innovation via
Netnography
and Web-Analytics
closed << >> open
Netnography - Online communities as source of innovation
Netnography - Online communities as source of innovation
Netnography - Online communities as source of innovation
Netnography – online communities as source of innovation
TanSweetHrt4Hi Source: www.iamtan.com / no date and time available
Source: www.sunless.com / 10-31-06 07:25
Jamie ASource: www.sunless.com / 10-29-06 20:01 until 10-31-06 08:39
S: MY GOD!!!!!!!! THIS SOOOOOOOOOO HAPPENED TO ME!!!! i absalutely HATE the jergens natural glow now. my neck
was sooo blotchy and my dad told me i looked like i had a skin disease!!!!!!! it was impossible to scrub off the remaining parts!! i scrubbed and scrubbed at my neck with a lufa until my skin was red but the blotchesstill wouldnt come off!!! i ALSO have the jergens natural glow for the face(which was the biggest waste of money)
because ya! i would apply it before iwent to bed and the next morning-NOTHING!! it didnt even work and it stunkhorribly and gave me a stuffy nose!! i will NEVER use this line again!!!!!!
Tanning Desasters
S: Fall and winter is a good time for new people to practice or for those of us who like to experiementwith new techniques. Mistakes are hidden under long pants and long sleeves.
Different seasons – different tanning habits
Q: I know we talked about this a little while ago, but I tried using nail polish remover to make sure the corners of my nails didn't get orange, but it didn't work. Normally I just clip my nails really short so if there is discoloration you can't really tell that much, but it's really starting to bug me. The nail polish remover is acetone free... does that make a difference?
Challenge of De-Tanning
Laurie lu
I think that I have the worst racoon eyes in the world. Everyone at the gym I work at has let meknow that my eyes are REALLY WHITE. I looked at a pic of me from a few days ago and it looked likemy eyes where glowing in the dark! You gotta wear the goggles when you use a tanning bed so I think the best solution unfortuneatly would be to use sunless tanner.
rocker-tan
Racoon Eyes and cosmetical corrective
Source: www.iamtan.com
Listening in with Netnography – A systematic approach
Definition of
research field
community
observation and
software-aided
data gathering
qualitative in depth
analysis, interpretation
and aggregation
consumer insights
Identification and
selection of online
communities &
sources
Insight translation
into product and
service solutions
B2B and Services
Consumer Insights/Ideas/Growth Fields on topics like Water
Treatment, Credit Card Services, Hinges etc.
Food
Consumer Insights/Ideas/Growth Fields in
food, cooking and household apparel topics.
Automotive and IT
Consumer Insights/Ideas/Growth Fields and Brand Monitoring
in the Automotive and Telecommunication Industry.
Media & Advertising
Consumer Insights/Ideas/Growth Fields & Community Building
on media usage and social media marketing strategies.
Sports
Consumer Insights/Ideas/Growth Fields in
basketball, soccer, footwear, and outdoor equipment .
Beauty & Care
Consumer Insights/Ideas/Growth Fields in
grooming and (wound) care topics.
What do consumers wantin the field of deodorants
Highly-involved expert users such as The Undershirt Guy…
… experiment with deodorant stains and possible remedies.
They helped us understand the problem.
Source: www.undershirtguy.com
Listen to what consumers say about deodorants…My husband‘s white linen and cotton shirts have this yellow deodorant stain. I have tried several ways to remove it, such as bleaching, soaking in the hot soppy water, rubbing with biochemical stain-removing stuff– all failed. I even sent the shirts to a laundry.
I also have a husband who has problems with deodorant stains on his shirts. It is hard and crusty even after washing the shirt several times. I have tried several stain removers, but nothing seems to help. Any ideas? Would lemon juice or baking soda work on these stains?
Don't you hate it when you notice a deodorant stain right as you are leaving the house? Use a baby wipe and its all gone!
How to get deodorant off of black shirts? I have a nice black tank top, but my deodorant, no matter what brand I buy, I always manage to get the white stuff under the arms. It looks bad, so what’s a quick way to remove it if I’m going out?
… staining is one of thebiggest issues.
Today I noticed that the areas under the armpit, and even some areas around the chest on the underside, are completely white, as if they were bleached out… Does anyone have any clue as to what caused this? Was it just from sweat? Was it from my deodorant? Was it some strange chemical reaction of both? Was it a poorly dyed shirt?
#3. If you just can’t get the stains out with detergent, hydrogen peroxide, or vinegar, make a paste to scrub in with your old toothbrush. The paste is formed with 1 Tablespoon of Cream of Tartar, 3 crushed aspirins (full-strength, ensure that they’re white and have no colored coating), and a cup of warm water. Use the old toothbrush to work the paste into the fabric, and then leave for 20 minutes. Rinse the affected area in warm water until the paste is removed. This treatment and rinse cycle can be repeated as necessary.Good luck to you!
That yellow stain is caused by the aluminum in the deodorant. You could try spraying the underarm of your shirts with scotchguard before wearing them, or if it is white, occasionally bleaching them in yurwashing machine. I get the same thing on the underarm of my white t-shirts. I just throw them out and buy new ones when they start yellowing.
The consumer stain manual
Source: Bilgram, V., Bartl M., Biel, S.: Getting Closer to the Consumer – How Nivea Co-CreatesNew Products, in Marketing Review St. Gallen, 1/2011.
Three areas of methodological developments
Crowdsourcing
Communities
Activate the „creativemass“ for idea generationand problem solving using
open online platfoms
Online Research
Toolkits
Web-based, interactive,
intelligent and playful tools
(qualitative & quantitative) to
engange and empower
consumers
Observational
Research
Utilizing online communities
as source of Consumer
Insights and Innovation via
Netnography
and Web-Analytics
closed << >> open
An online co-creation study
Source: www.undershirtguy.com
An online co-creation study
An online co-creation study
An online co-creation study
Source: www.nivea.de
Three areas of methodological developments
Crowdsourcing
Communities
Activate the „creativemass“ for idea generationand problem solving using
open online platfoms
Online
Toolkits
Web-based, interactive,
intelligent and playful tools
(qualitative & quantitative) to
engange and empower
consumers
Observational
Research
Utilizing online communities
as source of Consumer
Insights and Innovation via
Netnography
and Web-Analytics
closed << >> open
Swarovski GemsTM Lifestyle Electronics Design Competition
Design-Ideas
Trends forConsumer Electronics
Industry
Konsumentenwünsche und –
bedürfnisse
Strenghtening the Brand
SWAROVSKI GEMS™
Generate valuable contacts to
industrial designers and consumers
http://lifestyle-electronics-competition.swarovski-gems.com/
Swarovski GemsTM Lifestyle Electronics Design Competition
Ergebnis 2389 Teilnehmer
2357 Designs
1756 konfigurierte Designs
637 freie Designs
20.05.2011
Freie Designs
20.05.2011 26
2506 Participants 1898 Configured Designs 638 free Designs
A Programmatic and Holistic Co-Creation Research Approach
Consumer Insights &Opportunity Seeking
Design and Engineer Test & LaunchIdeas and Concepts
> Co-creation as a longterm programme rather than a „just in time“ outsourcing
of innovation tasks.
> A roadmap as a logical sequence of methods & tools allows to utilize synergies
of multipe single co-creation encounters.
> Idea of a „central hub“ hosting various virtual user integration projects to
constantly feed the NPD process with consumer input.
> Iterative internal and external cycles of acquiring and assimilating users‘ value
contributions.
Thank you for your attention!
Dr. Michael Bartl
CEOHYVE AGSchellingstrasse 4580799 Münchenwww.hyve.de
E-Journal: The Making-of Innovation www.michaelbartl.com
