FAQ

If I use co-creation do I hand control over to consumers?

No, there is a CO in co-creation. This means there is a place for experts, creatives, agencies researchers, consumers and many other stakeholders. Great ideas can come from anywhere and by doing things with people rather than at them you are more likely to come out with highly creative, developed ideas that are relevant to consumers

How do you ensure everything is kept confidential?

All consumers that take part in co-creation have to sign an agreement that covers non-disclosure and the assignment of intellectual property rights. The IP to any ideas are assigned to the client and they are fully protected on matters of confidentiality.

Who can get involved and at what stages?

With co-creation numerous different stakeholders can get involved at various stages. They get to see ideas evolving, meaning they have a better brief to work from and are bought into the process at a much earlier stage. While spaces at workshops are limited, online co-creation means that unlimited stakeholders can log on to view activities in real time.

Can my other agencies get involved?

We not only welcome other agencies to get involved in co-creation, but actively encourage it. By getting involved earlier in the process they can see where insights and ideas originate from, hear, see and experience them in the most motivating consumer language.

What types of brief are suitable for co-creation?

Co-creation can work on a variety of different types of briefs including NPD, EPD, brand communications, brand positioning, planning and social media strategy.

What types of outputs can I expect from co-creation?

This is obviously dependent on the objectives, but co-creation can produce anything from insights to NPD, EPD, communication ideas, brand positioning & language .

Who are the consumers you recruit?

Co-creation uses three types or levels of consumer involvement, the crowd (all consumers), your crowd (you target customers) and 1%ers (consumers that are passionate, willing and able to play a role in your brand)

How do you recruit the 1% consumers?

Consumers go through an incredibly rigorous selection process. They could potentially come from one of our existing proprietary online communities Headbox, MIndbubble or The X Crowd or through one of our other channels. They will then go through online profiling, screening, telephone conducted by one of recruitment team interviews and then face to face selection sessions. Consumers are an integral to the success of co-creation so it is important only the most appropriate consumers are selected.

How do the results compare to more traditional methods?

The results from co-creation have consistently tested better than outputs form more traditional methods. For example, innovation projects using the co-creation process have tested far higher in BASES compared to concepts developed using traditional innovation approaches.

What types of brands/categories can take part in co-creation?

Co-creation works for any brand across any industry sector ranging for FMCG to technology and with high and low engagement categories. We have conducted co-creation projects on high engagement projects with Coca Cola, Nokia and Orange. We have also used co-creation on lower engagement brands such as, Airwick, Comfort and Surf.

How long does co-creation take?

This is dependent on the objectives & outputs, but it can be as little 6 weeks from briefing to fully formed concepts.

What is the difference between co-creation & crowdsourcing?

Crowd-sourcing Is the act of a company taking a function once performed by employees and outsourcing it to a large community of people in the form of an open brief.
Co-creation Is the act of company stakeholders collaborating directly with selected (usually smaller) groups of consumers to work on a specific brief.