What is co-creation?
There seems to be some confusion. The most popular misconception is that it means crowd sourcing via the internet, it doesn’t. Crowd sourcing is just one of the vehicles that can be utilised. We apply the co-creation principles listed below to face to face creative brainstorming sessions with consumers.
We ask questions: lots of them
We ask stupid questions, challenging questions and even annoying questions to unearth and probe assumptions, ideas and hypotheses – whether held by our clients, the consumer or ourselves.
We ask questions in an interesting and engaging way
But it isn’t just about asking questions. It’s knowing what questions to ask and how to ask them so that everyone ‘gets it’. If you want the most interesting and insightful answers, you need to take away the blinkers – making questions exciting and involving enough to arouse curiosity and fire up people’s imaginations.
We visualise questions
Questions don’t have to be asked in words. We visualise challenges for clients and consumers – using pictures, colour and imagery. This opens up their minds to the possibilities and also triggers creative thinking and problem solving.
We treat consumers as intelligent adults
In traditional qualitative market research, consumers are often treated as children and drip-fed information. But we treat consumers as valuable members of our team – so we talk to them on an equal level and show them the true business challenges being faced.
We provoke debate and create together
The impartial researcher has no place in co-creation. Our facilitators are both strategic and creative thinkers. They provoke debate and encourage consumers to think for themselves. New ideas and solutions are created by the teamwork of consumer and strategist.