We love co-creation as it involves real customers in creating solutions for their biggest problems.
Traditional qualitative or quantitative research options have their limitations. At the conclusion of both kinds of research, you are still left with subjective decisions about how to meet consumer’s needs, and the question of whether the solution you’ve proposed will actually work.
Co-creation lets you discover solutions that didn’t exist to problems you didn’t know you had. It puts a large sample of consumers in the driver’s seat and lets them assess issues and design solutions they think will work. Rather than just identifying problems, co-creation allows for peer review, testing and iteration of those solutions with or without professional help from experts. It also acknowledges the artifice of testing, and allows meaningful interaction and interrogation of customers by companies, and vice versa, to improve the outcomes.
We should warn you... Once our clients take part in co-creation they become addicted. We’ve had repeated co-creation sessions with Synergy, HBF, Water Corporation, Young Mens Project and Muscular Dystrophy as a primary way of gaining customer insight and ideating.
Below are two examples of how some of our clients have used co-creation to better understand customer segments and creating valuable experiences.
