Co-Creation
How can ideating with consumers lead to more relevant and interesting ideas?
Innovate for consumers, with consumers
Build empathy and understanding for consumers’ needs. Reduce the distance between brand teams and consumers, creating opportunities for dialogue and inspiration.
Explore, pressure test and iterate
Use co-creation to develop something new, improve something that already exists, or uncover solutions to consumer pain points. Get real-time feedback and recommendations from consumers, or ideate with consumers to create a new gold standard.
Quantify and focus your efforts
Co-creation can end with a lot of ideas and no clear direction; Upsiide testing ends the process with a bang, not a fizzle. Writing Upsiide concepts during or post session provides a clear focus and goal for the co-creation sessions. We end with real-time insights on your ideas, ensuring that you maintain momentum.
I ran the research in 4 countries overnight. I went to bed, woke up in the morning, and over a bowl of ramen I put together our global options.
Day 3 became, “we have the results. let’s sit down and have a conversation about which regions are going to take which ideas and why.” Those charters should be global ideas because that’s where billion dollar ideas come from.
Co-creation done right
Create a foundation
The co-creation session is not the beginning of the process. Depending on the initiative, we begin with secondary research, a trends review, a review of your existing insights, or an internal stakeholder workshop to connect external dots with internal knowledge. This learning sets the stage for effective co-creation.
Involve technology
Co-creation at Dig is not just between brand teams and consumers. AI is incorporated as a equal third participant. Dig Insights’ custom-built AI Idea Generator generates new ideas and refines and iterates on ideas.
Upsiide quantifies the performance of ideas in real time, identifying ideas that merit further exploration.
Include the right people
Recruiting the right consumers is essential to success. We choose consumers with a forward-looking mindset, over recruit (which allows for multiple phases of screening) and compensate consumers fairly.
“Include the right people” extends to your team, too: while we need to manage the size of the group, we want people from a mix of internal functions to get a range of perspectives and internal knowledge in the conversation.
Create a Foundation
The co-creation session is not the beginning of the process. Depending on the initiative, we begin with secondary research, a trends review, a review of your existing insights, or an internal stakeholder workshop to connect external dots with internal knowledge. This learning sets the stage for effective co-creation sessions.
Involve Technology
Co-creation at Dig is not just between brand teams and consumers. AI is incorporated as a equal third participant. Dig Insights’ custom-built AI Idea Generator generates new ideas and refines and iterates on ideas.
Upsiide quantifies the performance of ideas in real time, identifying ideas that merit further exploration.
Include the Right People
Recruiting the right consumers is essential to success. We choose consumers with a forward-looking mindset, over recruit (which allows for multiple phases of screening) and compensate consumers fairly.
“Include the right people” extends to your team, too: while we need to manage the size of the group, we want people from a mix of internal functions to get the right perspectives in the conversation.
Upsiide validates co-creation findings
Upsiide is our proprietary research technology platform that is purpose built for innovation testing.
Upsiide provides clear direction on which of your ideas have potential and how to optimize them prior to further investment.
CASE STUDY
How we helped a global brand lift & shift a product into the US market with friendship dyads
The team was looking for a way to adapt a product they’d initially created for the UK market to serve the American market. They wanted to understand why initial testing of the product wasn’t resonating with US consumers, especially because it was a big hit in the UK.
Ready to learn from consumers?