Abstract:

Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This presentation reviews the innovative and engaging process of 'co-creating' insights: mating consumer insights to company knowledge. This helped Philips go beyond the obvious, without the fallacy of 'thinking inside-out' The presentation also shows how co-creation of insights can help a brand come up with high impact concepts.