Engage Consumers Through Co-Creation

Co-creation is a proactive process of not only integrating consumers into a company’s development of products and the marketing of those products, but of providing a company with an up close and personal understanding of consumer wants and needs.

When brand managers, art directors and VPs of product development get out from behind that real or virtual research observation window and engage one-on-one with an actual consumer or group of consumers there is the opportunity for consumer connection, and connection sells brands, products and services. All of a sudden the internal team is looking at things through the consumer’s eyes, and becoming a consumer champion.

Successful co-creation requires commitment from each member of the company team – to stop multi-tasking (put away the iPhone and simultaneously working on a report for next week while half listening to the consumer. It requires commitment to be “in-the-moment” with the consumer and with other team members for the duration of the process.

Finally, successful co-creation depends on each internal team member:

Being Real – being what we are, entering into a relationship with a consumer or other team member without presenting a front or a façade

Prizing Another – prizing their feelings, their opinions, their person

Empathetic Understanding – the ability to understand another’s reactions from the inside, a sensitive awareness of how things seem to another

We all feel deeply appreciative when we are simply understood – not evaluated, not judged, simply understood from our own point of view.

There are many different co-creation processes. To view an overview of the process I often use click here.

Communicating in the “Comfort Zone”

To better understand how people perceive information and what their communication affinities and biases are, we can look to time-tested 4-Quadrant behavioral models, which have been used to categorize various aspects of individual behavior, including personality, thinking processes, learning styles, management tendencies and individual performance.

In 340 BC, Plato identified four aspects of individual personality, as the scientist (logical), philosopher (creative), guardian (practical) and artisan (relational). These four categories are strikingly similar to the contemporary Merrill-Reid model, used extensively in management training programs, which describes four quadrants of management personalities as analytical, amiable, driver and expressive.

In my study of over three dozen 4-Quadrant models, it is clear that although the approach of any specific model may be somewhat different, the basic structure and outcome is comparable. Though starting from different directions, most all approaches share a similar and typical 4-Quadrant model structure.

One of the most popular personality assessments is the Myers-Briggs Type Indicator (MBTI). The MBTI expands the typical 4-Quadrant model into a 16 quadrant model. One difficulty is that it is hard to remember all 16 boxes and what they mean. The MBTI is an excellent tool for working individually with people. My experience however is that when working with consumer and creative development teams, the 4-Quadrant models are better suited for quick observation and appropriate action.

For a quick snapshot of my communication focused 4-Quadrant model click here for five-slide overview.

Deep Insight Using Theatre Improv Based Storytelling and Role Playing

Everyone likes to hear a good story, tell stories and pretend a bit - to role play. The spontaneity of storytelling and role playing allows consumers as well as creative teams to share more openly, providing deep rich insight leading to innovative solutions. Improvisational theatre works because it encourages freedom of exploration within carefully constructed frameworks.

Theatre improv based storytelling and role playing techniques are highly experiential and involving. They move us away from just thought, feeling and response, uncovering the life legends that drive us to action. These techniques, based around uniquely designed structures, help guide the activity, and allow the facilitator to customize activities that can maximize insight and help achieve business objectives.

On Wednesday, October 13, 2010, I will be leading an interactive workshop exploring theatre improv based storytelling and role playing at the Qualitative Research Consultants Association (QRCA) Annual Conference in Philadelphia.

This session is not an improv workshop. Instead, the session will:

• Briefly explore the theory behind using improv based storytelling and role playing techniques in qualitative research and ideation
• Identify four main categories of storytelling and role playing techniques
• Demonstrate various improv structures within each of these categories
• Discuss how facilitators can customize structures based on specific needs
• Provide tips on the implementation of storytelling and role playing techniques in a variety of actual qualitative research and ideation situations