Last month we looked at the different types of consumer co-creation methodologies (click here to read), and their key strengths and weaknesses.
This week The Strategy Distillery provides guidance on how to choose from these depending on the different types of innovation or NPD challenges that can land on your desk. Although any of the above methods may provide some insight for your challenge, some innovation challenges fit certain methodologies better than others. As a quick reference the methods can be presented on a scale of how real and intimate the level of interaction with the consumer is, plus how well they offer volume vs depth.
So how do these methods stack up against your challenges?
Here is a more detailed breakdown of how and why…
Topline clues: Social media platforms can provide an excellent source for consumer insight around niggles, gripes and groans that can be converted into opportunities. However, you will need to dig much deeper when working out how to fix the challenges that arise.
Understanding consumer needs and drivers: You need to be as intimate with the consumer as possible. Seek methods that help you:
- Create deep rapport
- Dig deep
- Reveal the sub-conscious
- Utilise the power of body language
- Give the consumer the privacy to reveal their true self
- Limit opportunities to police or overthink their responses
Ideation: Will always benefit from being face to face with consumer, because it:
- Can provide hints at the drivers behind their ideas
- Gives you a smaller volume of ideas than online methods, yet ones that have real potential, as you guide the conversation to the commercial reality and begin to truly co-create
- Can point you in the right direction in terms of how the innovation idea should be positioned
Concept Development: Now you are getting down to the nitty-gritty – so even the smallest wrong assumption made by a marketer or R&D person needs to be identified. Furthermore, you need fixes if something is misfiring. This is where close interaction co-creation can move you along further, faster and give you a better chance of meeting quant scores / launching successfully.
Assessing the broad appeal of innovation ideas: Developed product concepts means you will want some numbers, so social/online methods make sense. Look for clues in the data as to why something is misfiring before you discount it – it could be a simple fix. Equally if feedback is really positive you really want to know why – so you can resurrect that insight when handling your next challenge. You may need to follow up with another co-creation methodology to get the supporting insight.