co-creating consumer insights for successful new product development
DESCRIPTION
Co-creating consumer insights for successful new product development by Jochum Stienstra Presented at Merlien Institute's International Conference on Qualitative Consumer Research & Insights, 7 & 8 April 2011, MaltaTRANSCRIPT
25 januari 2011
Amsterdam
Cocreation of insights
Jochum Stienstra
Cocreation?
Prahalad
Co-creation is a form of open innovation: involving stakeholders in important decisions.
What is an insight?
sudden
Intuïtive
Emotional
Systeemverandering: niveaus vanwaarnemen
The brief encounter with anything that triggers our imagination, is a better drug to our mental state than a profound researchSimon Vestdijk
A mind, once stretched by a new idea, will never return to its original dimensionsOliver Wendell Holmes
Theory U: levels of perception
See what you always see
Observe the system
Understand your own role in the system
See yourself in a future system
Download
Seeing
Identitity and sensemaking
Insight research
Stimulate intuïtion
Shift
• from ‘de objectieve truth’ to ‘my role in
reality’
• from ‘understanding reality’ tp ‘change
reality’
• from Certaincy to naar plausibility,
• from reason to imagination
Connect
• inside and outside
• research and action
Insight researcn
Find needs
Generate ideas
Test ideas
Conditions
A dedicated, diverse team
Business, market intelligence, designers, technicians, researchers, target
groups
Een method matching the holistis character of insights
Helping to cocreate insights with stakeholders
A limited timezone
Under pressure all will become liquid
Narrative approach
Stimulate intuïtion
Shift
• from ‘de objectieve truth’ to ‘my role in
reality’
• from ‘understanding reality’ tp ‘change
reality’
• from Certaincy to naar plausibility,
• from reason to imagination
Connect
• inside and outside
• research and action
Scaling
Trigger imaginiation: homework
21 connected insights, 250 connected ideas
21 connected insights, 250 connected ideas
21 connected insights, 250 connected ideas
7 ideas
High quality ideas
Out of the system: new thinking
Production of all stakeholders
A database for ‘permanent co-creation’
Insight management cyclus
Create
Expand and
improve
Involve
Anchor
Development
vision
Share
Act
Test
Discussion
Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org