When should companies think about using co-creation?
According to the article, co creation is (per Wikipedia) “a management initiative, or form of economic strategy, that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.” The article says MTurk is a good way to find customers to participate in crowdsourcing for co-creation.
This article states that these are some things that co-creators can work on:
- choosing their favourite names, flavours or perfumes for a product
- getting reactions to your marketing plans
- sharing experiences and problems encountered with your category
- reviewing product and communications’ concepts
- watching pre-air advertising and choosing the ending, slogans or other details
- asking for ideas on how to improve a product or service
- running a competition to solve an issue the company would like to address
- voting for their favourite new product or service idea
- creating new flavour and aroma mixes from original ingredients
- brainstorming with R&D on new product ideas
- sharing opinions on promotional concepts or competitions
Unfortunately, the article enters the dangerous world of ‘cheap and fast’:
“I have found that customers are usually so happy to share their thoughts and be heard, that they don’t expect compensation other than the opportunity itself. I have often received requests from participants at the end of a project, asking to continue in the panel or online group, because they enjoyed it so much. Customers love to talk to companies about their products and services, so why not make it possible for them to do so in a safe and private environment?”
This individual clearly needs to read our book which is available for 20% off for this week only at Amazon.