mrspresentationniveaco-creationfinalpublic-100406052111-phpapp02

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The Case of Nivea Body Care

Volker Bilgram, HYVE AG

Dr. Stefan Biel, Beiersdorf AG

MRS Conference Research 2010

London, March 23-24

Consumer Co-Creation at Beiersdorf


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http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ (Creative Commons)


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Co-creating new products at Nivea

Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize

Co-CreatingNew Products


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Listening to the consumer conversations in social media


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i use rexona atm..but im thinking ofchanging tomens deodrant since its been getting rather hot lately

http://www.bubhub.com.au/community/forums/showthread.php?t=138201&

highlight=deodorant&page=2

I like dove too, that is what I use, I

have the one with the cucumbersmell, you'd think that'd be grossbut I loooove it!

http://www.divine.ca/forum/en/viewtopic.php?t=499&p

ostdays=0&postorder=asc&start=0

I'm happily sitting here with the smell of Old Spice wafting to my nose and I'm reminded of

the smells of my youth when every kid's father smelled just like I do now. On the onehand it's bringing me back to my youth. On the other hand, I'm feeling old.

http://forums.eslcafe.com/korea/viewtopic.php?t=21646&postdays=0&postorder=asc&start=0

I use men's deodorant, lynx roll on antiperspirant or spray to be exact. I never smell evenafter a workout. I don't like the smell of women's deodorant and personally don't think it'sstrong enough

http://www.bubhub.com.au/community/forums/showthread.php?t=138201&highlight=deodorant&page=2

I have a bad habit, I can`t stand several smells. I never got completely satisfied with the deodorants Iused. The last one was Dove, I loved it... but the smell of it conflicted with my perfume in the clothes.

http://forum.autohoje.com/showthread.php?t=35412&page=2

Original consumer statements on scents


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Gaining consumer insights and product solutions from

conversations in social media

Social MediaSelection

Data Analysisand Insights

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ResearchDefinition

Social MediaObservation

ProductSolutions

product


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Benefits of listening to your customers via Netnography

Immerse yourself in the consumers world and

conversations

Meet your customers in a natural and unaffected environment

Listen to hundreds of consumers and get toknow them before you talk to them and enter

into a deeper relationship

Get a deep understanding of your customers true and

anadulterated needs and concerns

Gain rich consumer insights in an unobtrusive way


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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How do we innovate best?

The best way to have

a good idea is to havea lot of ideas.

Linus Pauling


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So now we have a lot of ideas


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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Enriching and selecting ideas in an online co-creation study

Idea EnrichmentIdea Evaluation Developers Index

Idea ExplorationImmersion into Topic

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3 4 5


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Benefits of involving consumers for idea enrichment and selection

Identify diamonds in the roughand select the best ideas

Ask the right questions in the language of your customers

Have consumers enrich and further developthe ideas and concepts in a playful and

compelling environment

Find new fields of application for product ideas

Get consumer feedback in an early stage of

New Product Development


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Listen

Ideate

Enhance

Evaluate

Refine

Conceptualize



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Refining and conceptualizing product ideas with lead users


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How to embark on a continuous co-creation strategy

Ideas & Concepts Design & Engineer Test & Launch

search &

acquire Co-

CreationProject

assimilate

& exploitopenclosed

NetnographyOnline

Co-Creation

Study


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Volker Bilgram

Co-Creation Research

e-mail: [email protected]

phone: +49-89-189 081-409

web: hyve.de

twitter: HYVE_CoCreation

blog: value-co-creation.blogspot.com

profile: https://www.xing.com/profile/Volker_Bilgram
http://www.hyve.de/http://www.twitter.com/HYVE_CoCreationhttp://www.value-co-creation.blogspot.com/https://www.xing.com/profile/Volker_Bilgramhttps://www.xing.com/profile/Volker_Bilgramhttps://www.xing.com/profile/Volker_Bilgramhttp://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.value-co-creation.blogspot.com/http://www.twitter.com/HYVE_CoCreationhttp://www.hyve.de/

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