More than 70% of the products launched on the Spanish market every year are doomed in advance, according to Kantar Worldpanel (“Innovation Radar 2016″).
Consumers simply see the product on the shelf and choose whether to buy it. But behind that moment are hours of development, innovation and quite a large amount of resources and risk.
Customer insights: knowing consumers and giving them what they seek.
In this context, listening to the consumer’s voice becomes especially relevant, particularly in a highly competitive and changing environment.
This post analyzes how the use of co-creation communities between brands and consumers can help to gather these quality insights.
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“How to co-create and obtain quality insights from consumers”.
Perhaps the main goal is to innovate with new products or services that pick up on market trends and opportunities. But also, to offer consumers a co-creative experience where they feel listened to, making them feel part of the brand.
How to launch a community to co-create with consumers?
When listening to and co-creating with consumers and the general public, there are a few things to keep in mind:a) choose a channel where the process can happen, b) drive the actions to make it possible, and c) interpret data obtained from valuable consumer insights. [download our ebook with the keys to co-creating with consumers].
1.Defining the community
As mentioned above, there must be a strategic reflection after a process of co-creation with consumers. The final goal is to obtain valuable insights. To do so, we must first establish a listening framework to identify the information we wish to obtain from consumers, and the challenges we seek to resolve as a company with the help of an external voice, that of our current and potential clients.
An example of the former could be finding out which products consumers wish to purchase. An example of the latter could be asking consumers about how to improve the packaging for an article we are already selling, to make it greener and cleaner.
In any case, before launching the community we must establish listening objectives (what we are looking for), backed by KPIs. We must also define our target (consumer groups or potential buyers): who we want to involve in the process.
2. Crowdsourcing and co-creation with consumers
Once we have a clearly defined framework, the success of a crowdsourcing process will partly depend on:
- knowing how to convey to participants what kind of information we are looking for,
- using actions that encourage participation.
The brand organizes the debate and collects ideas and insights around different themes (categories), asks the community about specific issues through challenges, which include incentives for participation and for the winners. Communication will play a key role throughout the process. [discover (free pdf) our methodology and best practices]
These actions will let you do without the noise (deviations from the objective) and help you later to interpret the data and find the insights you are looking for. The next image shows a real example of Hotusa Group’s community, ‘Hotel Tester Ideas’.
3. Finding and understanding insights.
The process ends with a final interpretation of insights shared in the community, extracting trends in the brand’s market, relevant information about their consumers (by profile, segment, consumer desires…) or about the co-creative process itself (participation achievements…).
The process will also identify specific ideas that may offer competitive advantages in the future, while lowering risks through crowdsourcing and community collaboration, which will allow you to detect and contrast the most promising ideas before they are developed.
Build your brand collectively.