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How to be successful in Co-Creation Research

Volker Bilgram
Volker Bilgram

Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest.

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The Swarovski Innovation Research Community Volker Bilgram Dr. Johann F端ller Dr. Birgit Rieder Esomar Online Research 2009, Chicago How to be successful in Co-Creation Research?
Web-based Exchange Triad 2 Innovation Research Community An Innovation Research Community combines marketing research and co-creation with users in an online community setting.
The Swarovski Enlightened IRC 3 http://www.enlightened-watch-design-contest.com
The 3 Dimensions of an IRC 4 Co-Creation Marketing Research Community Innovation Research Community
The 3 Dimensions of an IRC 5 Co-Creation Marketing Research Community Innovation Research Community
Watch Configuration Tool 6 Configuration of own watches selecting from 24 components. Selection and free placement of 108 different gemstones. 1.300 configured designs were submitted by users. 147.000 gemstones were incorporated in the designs.
Configured Designs 7
Configured Designs 8
Further Configured Designs 9
Upload of Freely Created Designs 10 Upload feature for designs freely created with graphical software. Downloadable examples of gems and material for inspiration. More than 700 freely created designs were submitted.
Examples of Submitted User Designs
How to be successful in Co-Creation Research
How to be successful in Co-Creation Research
How to be successful in Co-Creation Research
How to be successful in Co-Creation Research
How to be successful in Co-Creation Research
The 3 Dimensions of an IRC 17 Co-Creation Marketing Research Community Innovation Research Community
Gallery of User Designs 18
User Evaluation of Designs Stated Preferences 19 Evaluation of designs either with short evaluation or detailed evaluation (vote&win). Possibility to comment on designs and provide suggestions for improvements. 6.000 evaluations were completed by the members of the IRC.
Backend Research Observed Preferences 20 e.g. wristbands used e.g. gemstones used In the backend of the configuration tool, data was collected regarding the usage of components and gems for the configured designs. In addition, preferred combinations of components and gems could be identified.
The 3 Dimensions of an IRC 21 Co-Creation Marketing Research Community Innovation Research Community
The Design Community 12.11.2009 22 Open accessible community (short registration required). User profiles with own avatars, created designs, evaluations and comments. 1.652 users joined the Swarovski Enlightened IRC.
User Avatars 23
Recruitment of Participants 24 Recruitment of (semi-) professional designers by placing banners on selected design-related websites. Editorial reports about the contest on relevant websites. Word-of-mouth via 2.000 invitations sent by members of the IRC. www.core77.com www.elle.de www.yankodesign.com www.design-report.de
Viral Effects 25 www.trendhunter.com Independent websites reported on the contest as well as on specific submissions and created buzz all over the world. Users from 48 different countries joined the IRC. 7.5 million page impressions within 8 weeks. www.selectism.com Google search results
26 Origins of Participants
Postprocessing Baselworld A prototype of the winning watch design was showcased at the Baselworld the worlds leading watch and jewellery fair.
Postprocessing Forrester Groundswell Award 28 Finalist at the Forrester Groundswell Awards in the category Embracing. Featured in Best Practices in User- Generated Content for Forrester Leadership Boards. http://www.forrester.com/Groundswell/embracing/ watch_design.html
Benefits of the Swarovski Enlightened IRC 29 Identification of customer preferences regarding wristwatches with applied gems. Insights into trends and innovative ideas. Communication of the new brand Enlightened and positioning as a customer-oriented and innovative company utilizing viral effects in social media. Design contest for both (semi-)professional designers and people of the target group. Implementation of a co-creation research community with Web2.0 functionalities for continuous trend research and co-creation.
Follow-up Contest on the IRC Platform 30 http://www.enlightened-jewellery-design-competition.com Design contest in the field of jewellery and necklaces. 3.536 registered members created more than 3.000 designs.
12.11.2009
Your contact at HYVE: Volker Bilgram volker.bilgram@hyve.de www.hyve.de www.twitter.com/HYVE_CoCreation www.xing.com/profile/Volker_Bilgram

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How to be successful in Co-Creation Research

  • 1. The Swarovski Innovation Research Community Volker Bilgram Dr. Johann F端ller Dr. Birgit Rieder Esomar Online Research 2009, Chicago How to be successful in Co-Creation Research?
  • 2. Web-based Exchange Triad 2 Innovation Research Community An Innovation Research Community combines marketing research and co-creation with users in an online community setting.
  • 3. The Swarovski Enlightened IRC 3 http://www.enlightened-watch-design-contest.com
  • 4. The 3 Dimensions of an IRC 4 Co-Creation Marketing Research Community Innovation Research Community
  • 5. The 3 Dimensions of an IRC 5 Co-Creation Marketing Research Community Innovation Research Community
  • 6. Watch Configuration Tool 6 Configuration of own watches selecting from 24 components. Selection and free placement of 108 different gemstones. 1.300 configured designs were submitted by users. 147.000 gemstones were incorporated in the designs.
  • 10. Upload of Freely Created Designs 10 Upload feature for designs freely created with graphical software. Downloadable examples of gems and material for inspiration. More than 700 freely created designs were submitted.
  • 11. Examples of Submitted User Designs
  • 17. The 3 Dimensions of an IRC 17 Co-Creation Marketing Research Community Innovation Research Community
  • 18. Gallery of User Designs 18
  • 19. User Evaluation of Designs Stated Preferences 19 Evaluation of designs either with short evaluation or detailed evaluation (vote&win). Possibility to comment on designs and provide suggestions for improvements. 6.000 evaluations were completed by the members of the IRC.
  • 20. Backend Research Observed Preferences 20 e.g. wristbands used e.g. gemstones used In the backend of the configuration tool, data was collected regarding the usage of components and gems for the configured designs. In addition, preferred combinations of components and gems could be identified.
  • 21. The 3 Dimensions of an IRC 21 Co-Creation Marketing Research Community Innovation Research Community
  • 22. The Design Community 12.11.2009 22 Open accessible community (short registration required). User profiles with own avatars, created designs, evaluations and comments. 1.652 users joined the Swarovski Enlightened IRC.
  • 24. Recruitment of Participants 24 Recruitment of (semi-) professional designers by placing banners on selected design-related websites. Editorial reports about the contest on relevant websites. Word-of-mouth via 2.000 invitations sent by members of the IRC. www.core77.com www.elle.de www.yankodesign.com www.design-report.de
  • 25. Viral Effects 25 www.trendhunter.com Independent websites reported on the contest as well as on specific submissions and created buzz all over the world. Users from 48 different countries joined the IRC. 7.5 million page impressions within 8 weeks. www.selectism.com Google search results
  • 27. Postprocessing Baselworld A prototype of the winning watch design was showcased at the Baselworld the worlds leading watch and jewellery fair.
  • 28. Postprocessing Forrester Groundswell Award 28 Finalist at the Forrester Groundswell Awards in the category Embracing. Featured in Best Practices in User- Generated Content for Forrester Leadership Boards. http://www.forrester.com/Groundswell/embracing/ watch_design.html
  • 29. Benefits of the Swarovski Enlightened IRC 29 Identification of customer preferences regarding wristwatches with applied gems. Insights into trends and innovative ideas. Communication of the new brand Enlightened and positioning as a customer-oriented and innovative company utilizing viral effects in social media. Design contest for both (semi-)professional designers and people of the target group. Implementation of a co-creation research community with Web2.0 functionalities for continuous trend research and co-creation.
  • 30. Follow-up Contest on the IRC Platform 30 http://www.enlightened-jewellery-design-competition.com Design contest in the field of jewellery and necklaces. 3.536 registered members created more than 3.000 designs.
  • 32. Your contact at HYVE: Volker Bilgram volker.bilgram@hyve.de www.hyve.de www.twitter.com/HYVE_CoCreation www.xing.com/profile/Volker_Bilgram