Date post: | 18-Jun-2015 |
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Joyce van Dijk MSC Joycediscovers.wordpress.com @joycediscovers
The effect of ‘co-creation’on consumers’ brand & product perceptions
Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
Introduction
Joyce van Dijk
• MSc in Management, Economics and Consumer behaviour
• Specialisation: consumer behaviour
• Focus: the connected consumer and co-creation
• MWM2 Dialogue Manager, Frankwatching, workshops
Gerrit Antonides Tom de Ruyck
Behavioural Economist Connected Research Manager
Wageningen University Insites Consulting
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Presentation set-up
1. The concept of co-creation
2. MSc thesis experiment - Relevance
- Set-up and stimuli
- Focal aspects
- Outcomes and implications
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1. The concept of co-creation
What is co-creation and why is it a relevant concept?
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Purposive collaboration between
consumers and companies,
where they systematically
interact, learn, share information,
and integrate resources to
develop or improve products
Co-creation is a systematic collaboration
(based on Prahalad & Ramaswamy, 2004)
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Companies use co-creation to increase success
Companies:
Advertising clutter
RelevancyEffectiveness
Reduces R&D costs
Increase market success
Facilitate dialogue
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Consumers want to be involved in brand decisions
It’s my brand too!
Consumers:
Empowered Informed
Authentic
Idea source
Brand partner
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1. What is co-creation?What companies co-create?
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1. What is co-creation?What companies co-create?
More than 50% of Fortune 500 companies have made
open innovation an integral part of their innovation strategy.
Consumers have become the focus of attention in this arena
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2. MSc experiment
Does co-creation affect consumers’ brand and product perceptions?
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Research gap
Research focus: co-creation process and co-creation participants
Effects on non-participants are hardly known
Only 1% of consumer target group participates in co-creation
99% of target group is non-participant in co-creation
Does co-creation affect brand & product perceptions?
Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
Does co-creation affect brand & product perceptions?
Consumers who participate in co-creation show:
• Increased loyalty to the company
• Stronger relationship with the company
• Increased likelihood to spread positive word-of-mouth
• Increased trust in the brand
• An increased positive brand image
Studies show that co-creating:
• Creates more relevant products
• Enhances product performance (sales)
-> But what about the large majority of consumers who do NOT participate?
-> But can performance be due to perception effects?
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Method
Experiment set up as concept test questionnaire
Respondents were asked to evaluate an actual new product concept
2 manipulated variables: Co-creation level (A/B/C) and brand (Honig/Samo)
Test effects on non-co-creators
Brand Co-creation level
Honig A: producer created B: co-created C: co-created +’extra’ proof
Samo A: producer created B: co-created C: co-created +’extra’ proof
Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
Method
Experiment set up as concept test questionnaire
2 manipulated variables: Co-creation level (A/B/C)
and brand (Honig/Samo)
Test effects on non-co-creators
Brand Co-creation level
Honig A: producer created B: co-created C: co-created +’extra’ proof
Samo A: producer created B: co-created C: co-created +’extra’ proof
Closed consumer panel
Representative of Dutch population
100% awareness 100% distribution
Final sample: 530 respondents
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• Sincere brand personality: e.g. sincere, honest, real (11 items)
• Brand qualities: e.g. reliable, trustworthy, accessible (5 items)
• Brand relationship: commitment, satisfaction, intimacy, self-
connection (8 items)
Brand constructs
Brand attitude constructs
The effect of the co-creation claim on consumers’ …
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• Product evaluation: attractiveness, relevance, innovativeness,
uniqueness, expected success
• Willingness to pay: average between cheap & expensive
• Behavioural intentions: trial, purchase, w-o-m, recommend to others
Product evaluation & claimed behaviour
Product evaluation & claimed behaviour
The effect of the co-creation claim on consumers’ …
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Strongest positive effect on brand level
Mean scores of the co-creation groups (B+C) VS. control groups (A)
Brand Relationship
Brand Quality
Sincere Brand Personality
1 2 3 4 5 6 7
3.2
3.5
4
3.8
4.2
4,6
Co-creation No co-creation
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Product evaluation also affected by positive associations
Mean scores of the co-creation groups (B+C) VS. control groups (A)
Behavioural Intentions
Product Evaluation
1 2 3 4 5 6 7
4
4.4
4.4
4.8
Co-creation No co-creation
‘Willingness to pay’ showed no sign. co-
creation effect (remained around €2,-)
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product evaluation item
Items of brand construct
Comparing co-creation groups B and C
Co-creation group B versus C (with the additional evidence)
The added proof in group C did not significantly enhance co-creation effects
Only significant results for Honig and only on some construct-items:
Originality
Accesibility
Cheerfulness
Realness/ authenticity
Uniqueness
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Honig scores higher than Samo on brand aspects
Brand Quality Brand Relationship Sincere Brand Personality
1
2
3
4
5
6
7
3.9 3.84.2
4.54.3
4.7
3.1
2.6
3.83.9
3.3
4.5
Brand scores Honig VS. Samo
Honig Honig co-creation Samo Samo co-creation
Biggest brand score difference here:
medium effect
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Honig versus Samo
Honig was also considered more suited as a co-creation partner
than Samo (aspects: logical, attractive, suitable, credible )
Co-creation same effect on Honig as it had on unknown brand Samo
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Additional comments
Please keep in mind…
This experiment is a snapshot of reality
Influences such as W-O-M are not included
Also, overall brand behaviour and
consistency in behaviour will play a huge role
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Take away message
Co-creation can be…
An effective innovation method
Beneficial as a communication tool:
Enhance ‘sincere’ brand personality
Strengthen brand relations
Both established and new brands
Improve brand quality inferences
Make products more attractive and appealing
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Curious about more results?
MSc thesis will be submitted to an academic journal!
Want to know more?
My literature study here
Consumer roles in NPD here
Interviews with practitioners here
Co-creation blogposts here
Dutch FrankWatching articles here
Or follow me on Twitter…