Consumer Co-Creation: An Opportunity to Humanise the New Product Development Process

Abstract

Based on findings from four in-depth case studies within global brand manufacturers in the fast moving consumer goods (fmcg) industry, this paper develops a framework for understanding the organisational processes that support consumer co-creation within new product development (NPD). A new perspective, that of co-creation, in which consumers are ‘active’ participants in the design and development of new products, is challenging the traditional model of NPD. Co-creation provides an opportunity for market researchers to develop a people-centric approach to research, thereby humanising the NPD process. Key to co-creation practices are: a culture supporting innovation and co-creation; a strategy for consumer selection; a focus on qualitative research methods; and training in business creativity and relationship-building skills.

User involvement before the development of an indoor RPAS for the creative industries

“…6 When they provide solutions to cater for their needs by creating ideas for new product design and selecting the product designs to be produced, they become co-developers (co-creation) in conjunction with the firm. 4 However, there is no common view about what is the best decision for firms, as some authors say that for some products, it is better to only involve users to obtain information rather than to generate solutions. 6 Benefits of user involvement.…”

Management Effectiveness of Trade Enterprise Private Label

“…Це зумовлено складністю використання існуючих методичних розробок у галузі оцінювання торгових марок для визначення результативності управління ними. Ураховуючи склад показників, що пропонуються дослідниками [5][6][7][8][9][10], таке оцінювання можна здійснити за даними управлінської звітності, що унеможливлює проведення бенчмаркінгу щодо результативності управління власними торговими марками. Відзначимо також, що зовнішнє оцінювання компаній із формуванням рейтингу брендів (наприклад, рейтингу ТОП-100 -Торгові марки України) [11] здійснюється на основі експертних оцінок, недоліком яких є ризик суб'єктивізму осіб, які виступають експертами.…”

Researching and marketing to consumption collectives

“…Thus, brand focused social events can subtly direct a collective's interest towards brand preservation in an effort to form a brand community. Additionally, developing a connection with these consumers can help identify trends and new products as they tend to be generated by heavy end-users interested in personalizing and modifying products (Roberts & Darler 2017;von Hippel 2005). Schau and colleagues (2009) further suggest that vibrant communities display a series of practices that can be classified into four main categories.…”