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InnoCreation

Challenge

While "co-creation" is the latest buzz word in the innovation arena, there is a lack of clarity about what it is, what benefits it can provide, and how it can be successfully incorporated into the new product development process.

The reality is that co-creation – a collaborative process in which consumers and marketers work together to develop new product ideas – can be a valuable tool for marketers. In an industry where innovation is the key to growth, co-creation can help marketers develop more relevant, differentiated ideas – quickly, cost-effectively AND through the lens of the consumer.

Solution: INNOCreation

INNOCreation is Ipsos' global tool that enables marketers to co-create new product ideas with consumers using the latest online technology. With INNOCreation you will be able to quickly and cost-effectively generate consumer-driven ideas… and because they stem from consumers' minds you can be assured that the ideas generated will be relevant and diverse.

INNOCreation takes a unique, innovative approach to idea generation. Consumers are brought to an online co-creation forum and exposed to "seed" ideas developed by the client. Using the seed ideas as a starting point, consumers generate their own ideas, comment on each others' ideas, and ultimately vote on the ideas they think are the best. Clients participate along with consumers in the online ideation forum.

Our experience has shown that the consumer-generated ideas often receive more votes than the seed ideas, and that the ideas generated cover a very broad spectrum within the category.

INNOCreation Advantages

Enables Fast, Efficient Idea Generation and Evaluation

• Generates 20–50+ consumergenerated new product ideas in just one week
• Allows respondents and client teams to participate from any geographic location because it is conducted online
• Provides an opportunity to also quantitatively evaluate the ideas that get generated

Incorporates the Voice of the Consumer Earlier in the new product development process

• Because it is administered online, allows for feedback from a larger sample of representative participants, including specific segments of interest
• As a next step, ideas generated can be quantitatively screened using Ipsos' INNOScreen idea screening tool

Provides a Competitive Advantage

• Helps brands differentiate themselves from competitors by providing unique consumer-generated product ideas
• Increases speed to market with new products that truly resonate with consumers

INNOCreation: How It Works

With INNOCreation, consumers participate in an online co-creation forum in which they generate their ideas, comment on each others' ideas, and ultimately vote on the ideas they think are the best. Consumers can cast up to seven votes with a maximum of three votes per idea. Ten to fifteen clients can participate along with consumers in the online ideation forum. Below is an example of a co-creation forum for new game console accessories. A sample of ideas generated, along with their cumulative votes, is shown.