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Main Stage, November 3, 2011
Co-creation That Takes Clients Seriously John Griffiths, Spring Research
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
2 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Co-creation That takes clients seriously
Presentation
9 November 2011
Prepared for: newMR By: Spring Research
Contact: 020 7428 7370
John Griffiths, Spring Research, UK Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
3 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Thanks and a caveat
• Thanks to Anna Wills of Spring Research and Doug Dunn of Tuned in who talked through these issues with me
• Their opinion are not necessarily the ones I am sharing here
• This is part of an initiative to draw up a code for client participation to create an even playing field so that both client and customers can create as equals
4 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What we’re covering
What is co-creation?
What is the role of clients in the meeting?
How do we level the playing field?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What is Co-Creation?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Co-creation is..
• When clients and customers collaborate to create new ideas and products
• Intermediaries may get involved but the market conversation is between the 2 main parties
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
The mind of the market
“A market is a dialogue between the conscious and unconscious perceptions of those marketing products and those consuming them”
consumers marketers
Unconscious processes
Conscious processes
Source: Gerald Zaltman: How Customers think
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What do we require of customer participants?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
in a word..
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
vulnerability and risk taking!
11 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What do we expect of participants?
• Joining in • Curbing cynicism and negativity • Making creative leaps • Risking failure • Sharing their life experiences • Sharing professional expertise • Co-operation with the creative process
– Being willing to give their ideas away – Tolerating blocking and redirecting by facilitator
and others • No right of association with co-creators afterwards
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What is the default setting for client participants?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Clients and co-creation
• Their reputation in their own organisation is based on their ability to judge and shape ideas..
• Their own organisations may not always recognise or reward creativity and risk taking
• They’re paying.. So its up to them how involved they want to be
• And they’re busy people so don’t have the time for preparation that we require of other participants
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
But..
It takes two to co-create We need them both!
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
The problem
• Mismatch between their expectations, confidence levels and willingness to participate
• Power relations are completely distorted • There is a danger of lower engagement even refusal to
participate ..unless we created some kind of basic social contract and preparation for the session
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
What are our obligations to those who create on our behalf? • They’re not employees but do they have rights?
– A sounding board for the idea seeds of others – an oven to bake amplify their own ideas?
Or is this a form of creative bonded labour?
17 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Arguably they enjoy being part of a creative project • We prepare them to do the best they can to
minimise failure • And we make co-creation an enjoyable activity
IS THIS ENOUGH?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
How do we level the playing field?
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Pay each client who attends It’s a contract with a creative person
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
How we motivate respondents (both kinds)
• Interesting tasks that teach them something about themselves
• Icebreaker exercises – to create group dynamics and “buy-in” to a novel kind of social group
• Use of space and time to maintain energy and rest periods for refreshing imagination
• Progress waypoints so they feel what they are doing matters and is valuable
• Treats/props including alcohol! • Oh and the money too..
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
How we prepare participants (both kinds)
• Psychological profiling – what creative skills are you bringing?
• Pre-exercises so they immerse themselves in the problem • Focus questions to smoke out assassins who haven’t bought
into the group • Focus questions to smoke out assassins/ negativees who
haven’t bought into the group • Break existing alliances and create new ones, or make use
of existing friendships • All parties need to participate • All need to refrain from criticism • There needs to be mutual respect
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
This should be seen as an opportunity to broker creative skills into client organisations
These tools can be used everywhere!
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Are there hopeless cases? And what should we do then? • If even in spite of briefing and preparation
the client is not willing to participate as an equal then as intermediaries we need to confront the issue
• Revert the client to observer or expert witness – both honourable roles – but don’t call it co-creation..
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Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Q&A
John Griffiths Spring Research
Sue York NewMR
25 John Griffiths, Spring Research, UK
Festival of NewMR 2011 - Session 3 Schedule: 7:30am-9:00am (GMT)
Thanks for listening
Main Stage, November 3, 2011
Co-creation That Takes Clients Seriously John Griffiths, Spring Research
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011