A product is always looking for its consumer, and a potential consumer is always looking for that product that will cover his or her needs.
If consumer and product go hand in hand, is it not logical to assume that both should somehow connect from the very moment the latter is conceived?
Today, technology facilitates the connection between brands and people who wish to consume those products. It is an unstoppable phenomenon; according to Gartner, 5.5 million new smart devices connect to the Internet every day.
This means there are ever-increasing opportunities to attract new customers in this medium. This also means, however, that in the face of such an abundant offer, it is more difficult to do so.
That is why brands increasingly choose to offer more personalized experiences that are closer to consumers. Or even to integrate the consumer’s voice as one more part of the brand. That is the case [downloadable pdf] with the food group Vicky Foods and their community ‘Mi Dulcesol idea’, where they listen to ideas from the general public to co-create new products with their audience.
“At Vicky Foods we are committed to co-creation with consumers to generate innovation around our brand”.
As noted by Rafael Juan, CEO of Vicky Foods, incorporating the consumer’s voice as one more source of innovation allows the company to detect and meet their needs and, ultimately, to be closer to consumers.
To do so, the brand incorporates consumers as one more actor in the organization’s strategy and innovation cycle, through the support offered by ideas4all Innovation and INNSAI.
How does it work?
First, gathering consumer insights is aligned from the start with the company’s needs, following prior strategic planning that addresses the state of the market and opportunities.
After this reflection has taken place, the brand detects areas of interest and asks about such issues in the community, where large groups of consumers participate. An element of collaborative intelligence arises from the connection between brand and audience, and many ideas emerge and are co-created in real time.
Gathering these insights also allows the brand to establish work concepts for aspects like products, distribution channels or consumption moments, and these are developed in internal work sessions.
Finally, these concepts make their way back to the community, where they are tested with its members, who validate them.
If you want full details about the whole process, its methodology and results, download the Vicky Foods success story (pdf).