We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation. Eden Springs needed a way to recapture the needs of the customer if they were to bring innovation back into the category, unlock sustainable value, re-establish brand equity and protect themselves from more nimble disrupters that may be around the corner. But with such a focus on driving cost out of the system for their previous private equity owners, customer needs were not in the focus.
We worked closely with Eden Springs board ensuring we led transformation-through-insights at the highest level and encouraged a top-down change to affect the entire organisation.
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.
This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or methodologies, but by combining various research projects in a comprehensive program and by engineering not just the insights generation (including cocreation and crowd sourcing) but also insights dissemination and outreach.
With increasing pressure on budgets as a result of the deteriorating economic climate, brands are forced to look for new more cost effective solutions to age-old problems. This presentation will demonstrate how a combination of crowd-sourcing and on-line co-creation techniques helped Unilever find a breakthrough solution in a more cost effective manner to a challenging global innovation project conducted across multiple countries. Crowd-sourcing and co-creation when used together as part of a well-defined open innovation model can deliver outstanding results for less money.
The work carried out by Face and Nokia within the Relevance Programme is described in this paper. The authors show how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
Digital culture has an increasingly visible impact on culture in general. Despite this, no vetted process exists for understanding digital culture or applying it to the development of marketing assets. For the past two years, the authors experimented with different techniques: social media monitoring, crowdsourcing and ethnographic methods to answer the question 'How do we best uncover digital-culture insights?' This paper describes the results of this initiative (based on the analysis of over 6,000 pieces of digital content), and the process of interpretation.
Many brands over the years have talked the talk in terms of being a customer driven organisations, but this has often meant little more than brand teams attending a few customer immersion sessions and testing a few ideas in focus groups and through surveys. The first half of the presentation will demonstrate the importance of approaching your customers in a different way in order to co-create better insights. In particular it will focus on how co-creation fits into a whole new way of thinking about your customers and how they engage with your business. The second half of the presentation will involve the delegates in a crowd sourcing exercise that builds on the theme of the democratisation of insights and ideas by communities. Delegates in groups will decide on the 3 best insights and the 3 best ideas this has stimulated for their business which they have gathered from the conference and present them to everyone - then all together as the Esomar community we will rank the top 3 overall.