Archive for the ‘co-creation’ tag
In 2013, consumers have become primary drivers of content, of product and of brand. Able to upload user-generated video to YouTube and broadcast affinities to Twitter fans, consumers have overturned the traditional model where a business builds a product in silo and offers it up to consumers. Sound archaic?
Recognizing this new, “empowered consumer,” many brands have turned to value co-creation or crowdsourcing. By involving the consumer in the creative process the brand temporarily suspends authority, and collaborates with the consumer in an effort to co-create the product. In this collaborative process, value is driven by the people instead of appropriated by businesses.
In the market research industry, value co-creation has been facilitated through survey research. IHUT (In Home Usage Testing) and diary studies are just a few examples that enable researchers to see through a consumer’s eyes. Yet the industry still has a long way to go in order to truly leverage the value of co-creation. To get there, we need to reach consumers whenever, wherever, while respecting their privacy. We want that front-of-mind, in-the-moment view of their experiences at a sensory level.