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TRANSCRIPT
CO-CREATION
INNOVATIONTHE UP-AND-LIFT OF
LET’S TALK INNOVATION
Innovation is not rocket science.
Innovation is not creativity but builds upon creative assets.
WHAT’S NOT…
Innovation ishard science & social science as requires interplay between products & people.
WHAT IT IS…
Innovation iscuriosity at its best.
THE PEAK OF IT
“Innovation distinguishes between a leader and a follower.”
THE INSPIRATION
Steve Jobs
INNOVATION HAPPENS IN MANY WAYS
As DNA of products, in categories that cannot be outside innovation.
INNOVATION TYPES
INNOVATION TYPES
LIFE SAVING and life prolonging influencethat impact our own quality of life day by day.
INNOVATION TYPES
LIFE STYLE upgrader and joy generator by means of small miracles around us.
INNOVATION TYPES
Adding VALUE type of effect that brings color to consumer experiences, mainly by means of services.
INNOVATION TYPES
<OLD DOG, NEW TRICKS> in the sense of improvements or “how to make things a bit more interesting”.
SKY IS THE LIMIT!
INNOVATION IS A STAGE
STAGE 1
INVENTIONRoad opening ideas that change,revolutionize and open markets.
STAGE 2
INNOVATIONBrought to life ideas at close reach.
DIFFUSIONInnovation is everywhere, in
everything we touch.
STAGE 3
CONSUMERS GROW ON INNOVATION
STEP 1
The consumer is an impressionablespectator, constantly amazed by innovation.
THE SPECTATOR
STEP 2
The consumer becomes an experimenterand is an receptive newness enjoyer.
THE EXPERIMENTER
STEP 3
Daily innovation adopter, the consumer is keen for it even if somewhat desensitized.
THE ADOPTER
WE ARE HERE!
THE STATUS QUO
Same old story!That’s all?! That’s so yesterday!
Consumers expect innovation at increasing pace and oversized proportions.
SO WHAT’S NEXT?
LET THE CONSUMERS IN!
Innovation co-creators generate value by the interaction with brands and companies.
THE CO-CREATOR
THE WORLD IS A LAB!
Consumer driven innovation isconsumer relevant innovation.
Already has the DIY gene!
The road for success.
The consumer is empowered!
INNOVATION STARTS WITH C
WHO’S WHO IN CINNOVATION WORLD?
Let’s take two consumers!
Alex Tony
HARDWAREAdopters own and use over 6 different types of tech devices.
Owns high TECH = Has high NPA
ADOPTER TYPOLOGY
SOFTWARE – OSThe usage of minimum 2 different operation systems is a cross validation to eliminate
bias.
ZOOM IN THE ADOPTERS
Among adoptersthere is an edgy slice of leader
users with highest appetite for tech and willingness to buy and use it.
21%
leader
users
followers & watchers
Adopters
challenges others feels challenged and animated by complexity easily handles complexity and simplifies it spots ingenious solutions to ordinary situations enjoys doing things differently tries novelty with enthusiasm tries to discover surprising things always expresses own point of view only does what she/ he likes needs a lot of data to take a decision always finishes what was started is seen as a good adviser easily adaptable
CO-CREATOR TYPOLOGY
Owns a set of skills
Is a SM influencer
ZOOM IN & OUT THE CO-CREATORS
Co-creators can be found anywhere, both in and out TECH adopters zone defined by high NPA.
Followers
& watchers
40%
27%
40%
Adopters
Followers
& watchers
LET’S TAKE ALOOK INSIDE!
THE FRAME
Schwartz model includes 10 values that all cultures recognize and by which people can be holistic characterized.
SecurityTradition
Conformity
Universalism
Benevolence
Achievement
Power
StimulationSelf-direction
Hedonism
CO-CREATORS VS ADOPTERS
Self Enhancement
Openness to change
Conformity &
TraditionBenevolence Universalism Hedonism Security
13%
54%
44%21%
10%
-12%
-6%
-24%
7%
-5%-12%
CO-CREATORS OUTSIDE TECH
47%
25%
16%
-4%
-15%
Self Enhancement
Openness to change
Conformity &
TraditionBenevolence Universalism Hedonism Security
54%
21%13%
-6% -5%
CO-CREATORS ONLINE
60% of Tonytypology are media active
Media active consumers are online at least 3 times per week in SM, forums, blogs or review pages.
50% of Alex typology are media active
CO-CREATORS & SOCIAL MEDIA
88%
34%
37%
16%
15%
5%
90%
40%
33%
17%
17%
7%
THE ADOPTER PROFILE
high education most probably married
upper SEL (socioeconomic level)
enjoyment chaser
quite a spender, technology involved
not always open to share
open minded novelty seeker
less preoccupied by the <greater good>
<here and now> mindset
self
THE CO-CREATOR PROFILE
medium or high education
most probably not married
upper mainstream SEL (socioeconomic level)
novelty enthusiast
a connecto r
a creative explorer
independent minded
if outside TECH area, stronger outer focus is a belief
“sharing is caring” mindset
1, 2, 3…4!
Innovation can be lifted up with the help of
consumers as they provide across segments
and categories a wide platform of opportunity via
Co-creators.
FOOD FOR THOUGHT!
Co-creators independent of NPA are open and
willing to share, by proving high benevolence as
inner value.
Co-creators are not rara avis and their
identification can be facilitated by hard facts and
specific set of human values.
AND ONE MORE THING…
Start co-create with the consumers and
when co-creating, don’t forget to place
the right consumer on the radar as this
is essential to get the up-and-lift of
innovation at its best potential.
THANK YOU!www.isracenter.com
isracenter.com
THANK YOU!
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