Co-creation
Co-creation research for ideas grounded in real experiences.
Related Solutions
Bring your customer to the table during development.
With co-creation research, you involve consumers while you develop products, services and concepts. You find out which experiences, needs and frustrations matter, and use them as input for new ideas. That way, you develop from what’s going on in your target audience, and see sooner which direction is worth taking further.
Who is
this for?
You want to develop from real needs.
You’re working on a new product, service or concept and first want to understand what consumers experience, what they need and where they run into problems, before you settle on a solution.
You want to explore new ideas with your target audience.
You have several directions in mind, but want to use the consumer perspective to develop ideas further and uncover new possibilities.
You want to know which ideas are worth pursuing.
You want to find out early in the development process which directions resonate with your target audience, and where further development and investment are most promising.
Co-creation starts with experience, not with the answer.
Co-creation goes beyond assessing a finished concept. You involve consumers earlier in the development process to understand what they experience, what they need and where there’s friction. That way, you uncover perspectives that are hard to recreate from inside your own organisation.
We bring structure to that collaboration and turn what consumers share into patterns and concrete input for your development team. The format always follows the question at hand.
Choose the format that fits what you want to find out.
Track experiences over time.
Use diaries and photo and video tasks to see what consumers experience at different moments.
Understand behaviour in context.
With consumer safaris, you see what people actually do, and which needs or frustrations come up along the way.
Bring needs and associations to the surface.
Use collages, mind maps and creative tasks to uncover what’s on consumers’ minds and which ideas grow out of it.
Develop ideas together.
Use workshops, online communities and bulletin boards to explore new directions and refine them as you go.
Our research specialist
is happy to help.
Co-creation keeps the consumer’s voice front and centre throughout the development process. You start with their needs and experiences, turn them into ideas, and put new directions back to consumers to sharpen them further. That way, every step builds on what you’ve already learned, and consumer needs keep steering what you develop.
Explore what consumers experience, where they run into problems and which needs lie behind them. That way, you start from the problem you want to solve, before the solution is set.
Use the insights to develop ideas and concept directions. Along the way, we keep the link between the original consumer need and the decisions made during the process.
Put new directions back to consumers and use their reactions as input for the next version. That shows which ideas to take forward and which to let go.
Co-creation methods for every stage of innovation.
CO-LAB: from inspiration to concrete concepts
In CO-LAB Concept Co-creation, you combine inspiration from sources such as social media, trends and crowdfunding with the perspective of creative innovators. You then turn that input into ideas, develop the most promising directions further and use feedback to sharpen them.
Concept writing workshop
A good idea can still be judged unfairly if the concept is written unclearly. In the Concept writing workshop, you learn to write concepts that are clear, consistent and logical. That way, you test the idea you actually want to test, and stop the wording from skewing the assessment.
Trend Inspiration
With Trend Inspiration, you learn to spot relevant trends and translate them into your own innovation challenge. You explore which developments fit your market, then use them to take existing insights and ideas further.
Benefits of
co-creation.
Developing from
real needs.
Bring consumer experiences and needs in early, so you develop from what matters to them.
New perspectives
on your challenge.
Uncover ideas and angles that are less likely to come from inside your own organisation.
See promising
directions sooner.
Find out during development which ideas resonate, what needs sharpening and where the most potential lies.
More targeted investment
in what works.
Use consumer insight to decide which ideas to develop further and which to let go.
Related methods.
Community research.
Put current questions straight to your target audience and dig into what’s behind their behaviour, needs and reactions.
Qualitative research.
Understand why people do what they do and which needs, experiences and motivations drive their behaviour and choices.
Quantitative research.
Measure how widely behaviour, preferences and needs are shared across your target audience, and reveal patterns and differences.
Panel research.
Reach the audience that matters for your research, and gather reliable insights from the right respondents.
In practice.
Odido
What is co-creation research?
Co-creation research actively involves consumers in developing and refining products, services or concepts. Their experiences, needs and ideas become input for the development process. That way, you find out sooner which directions match what people actually need.
What’s the difference between co-creation and concept testing?
In co-creation, you involve consumers while ideas are still taking shape. Concept testing focuses on assessing and refining concepts that are already more developed. So the right method depends mainly on what stage your innovation is at.
When do you use co-creation?
You use co-creation when there’s still room to shape the direction of a product, service or concept, for example during ideation, proposition development or the early stages of concept development. That way, you bring in consumer insight before key decisions are locked in.
Which methods do you use in co-creation research?
That depends on your research question. Options include diaries, creative workshops, collages, mind maps, consumer safaris, photo and video tasks and online communities. You choose the format based on the behaviour, experience or idea you want to explore in depth.
What does co-creation research deliver?
You get insight into needs and experiences, plus concrete input for new or existing ideas. More importantly, it shows which directions have enough potential to develop further. That helps you make a more focused choice about where your next investment goes.
Give consumers a place in your development process
sooner.
Facing an innovation challenge and want to know where the consumer perspective could take you? Talk it through with us, and together we’ll work out which type of co-creation research fits the decision ahead of you.
