At River we don’t believe that you can package ‘innovation’. The approach you take depends on your product category, target audience and organisational culture – as well as the geographic markets you’re operating in. But there are some ground rules you should follow that our experience and expertise allows us to map out in or infographic. This River Map is simply an aide memoire to ensure you’re involving the right people at the right time in the right way. It places consumer needs at the heart of the journey, building on experiences, opportunities and pain points and benchmarking this against the commercial reality of the client organisation. By taking this journey, we innovate and our clients receive achievable new product and service streams.
Click on the image below to view the full infographic.
Over the years, River has been using co-creation for many innovation projects – from trying to design wearable technology to looking at new ways of cooking with cheese. We’ve co-created from Nigeria to Mexico with hipsters, new mums and problem-skinned tennagers. One thing has been consistent on all these projects: there’s no real consistency!
To stick our necks out here, we’ve found the biggest challenge with co-creation is that everyone understands it at a conceptual level (rather like ‘Big Data’) but there’s a real struggle when it comes down to putting it into practice (exactly like ‘Big Data!’).
We’re a humble bunch at River and wouldn’t dream of trying to define co-creation for the insights industry – but we’d like to offer some advice and suggest a framework for the approach to ensure our clients can sell the process in and manage the expectations of their own stakeholders. So, based on our experiences, we’ve put an infographic together, to show how we have successfully shaped, baked and made co-creation work in innovation. Please click on the infographic to explore and Enjoy.