Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondel?z International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumers’ needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideas’ relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results.
Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. A first example of an intertwined crowdsourcing/ netnography project, more precisely the Chocolate Lovers Contest by Mondel?z International (formerly Kraft Foods), is detailed in this presentation. By conducting a netnography-based content analysis of all contest output, an understanding of consumersâ needs and preferences underlying the submitted ideas were gathered. In addition netnographic validation in independent online communities provided insights into the ideasâ relevance for the general market as well as hints for further improvement. The presenters outline the research process and provide an understanding of generated results.
The research of eight distinct Netnography projects in the field of Fast Moving Consumer Goods and in-depth interviews with employees reveals a multi-faceted attitude towards need information(consumers' wishes, expectations, etc.) and solution information(ideas and solutions shared by consumers). The authors also shed light on project ownership, in which stage of the innovation process Netnography can generate value, and the reaction of other departments not directly involved. The findings provide insights into key success factors when conducting Netnography research and hints for other explorative, consumer-orientated approaches.
Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. How the platform facilitates the management of different user groups throughout the innovation process and fosters ongoing relationships with consumers is discussed. This presentation sheds light on a continuous, central platform specifically tailored to co-creation with end consumers, adding a new perspective to existing work focusing on permanent open innovation initiatives such as the 'Connect + Develop' Program.