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lundi 24 octobre 2011

Engagement and skills in co-creation activities : Dealing with Lead users and Emergent Nature consumers (Part 2)





This post summarizes the results (part 2) of a research undertaken by Eric Vernette, Professor at the Center for Research in Management (CRM), University of Toulouse Capitole: "Assessing the role of Lead users and Emergent Nature consumers in co-creation activities: method and marketing attractiveness", October, 2011. The present study was carried out in a joint research program with eYeka. Respondents were drawn from the qualified database from a leading panel provider. The sample comprised 995 French (older than 16 years old) respondents selected following the quota method (age, region, gender and education level). Data analysis was realized by Eric Vernette and Linda Hamdi (PhD Student at the CRM, University of Toulouse Capitole).

Engagement in co-creation experience 

After defining thresholds for lead-userness and emergent nature in a previous post, we wanted to know if these consumers were more involved in co-creative activities or not. 

Customer’s engagement in co-creation experience was assessed with the following item “If a brand asked you to help her co-create a product/service with them, how would you react? ” on a five point-scale (1= I will strongly disagree and 5= I will strongly agree).

The means of customer engagement in co-creation experience were measured for each group “Non Lead users” vs “Lead users”, and between “Non Emergent Nature” vs “Emergent Nature”.
 If lead-users and emergent customers represent a small part of the population, they are highly willing to co-create with brands:
  1. Lead users are significantly (p < .0001) more ready to engage in co-creation activities (Mean = 4.60) than non lead users (3.89).
  2. Emergent nature consumers are significantly (p < .0001) more ready to engage in co-creation activities (Mean = 4.65) than Non Emergent nature consumers (3.88).



These two user populations more often post comments online or co-develop new products or services with a brand. Furthermore, we find that Lead users are more ready than Emergent Nature consumers to engage in most of the following co-creation activities: to post a comment online concerning a product or service, to take part to the promotion of a new product or service, to take part to a market study or to the development of a new product.



Respective skills in co-creation
 

Lead users and Emergent nature consumers are significantly (p <.001) more able to take part to creative activities than the mainstream consumers. They know how to realize and achieve their ideas and more often adapt product or services to meet their individual needs.

Lead users are more efficient than Emergent nature consumers on the following:

  1. They have precise ideas on how to improve/develop a product or a service; 
  2. They customize products or services to satisfy their individual needs; 
  3. Develop a complete fabrication of a product or service to meet their personal needs
  4.  Apply for a patent.






Co-creation and marketing strategy: How to identify Lead users and Emergent Nature Consumers? (Part 1)


This post summarizes the results of a research undertaken by Eric Vernette, Professor at the Center for Research in Management (CRM), University of Toulouse Capitole: "Assessing the role of Lead users and Emergent Nature consumers in co-creation activities: method and marketing attractiveness", October, 2011. The present study was carried out in a joint research program with eYeka. Respondents were drawn from the qualified database from a leading panel provider. The sample comprised 995 French (older than 16 years old) respondents selected following the quota method (age, region, gender and education level). Data analysis was realized by Eric Vernette and Linda Hamdi (PhD Student at the CRM, University of Toulouse Capitole)
 
In this first post we show how to screen the right consumers for co-creation via self-assessment scales. In a second one, we report results about the engagement in co-creation activities and respective skills of French consumers. 


 Who are these consumers?

Results of academic research suggest two kinds of consumers: 


(1) Consumers who are high in Emergent Nature (Hoffman et al., 2010), ie. have the unique capability to imagine or envision how concepts might be further developed so that they will be successful in the mainstream marketplace.


(2) Lead users (Von Hippel, 1986) are consumers who are (1) ahead of the general market trend, meaning that they experience needs that the rest of the market will face months or years later and who (2) “expect high benefits” from a solution to their advanced needs which may lead them to innovate. Generally, the lead user construct is supposed to be product-specific or domain-specific. In this research, it is not the case; we suggest a generalized construct “a user who faces needs before the other consumers and who has innovative ideas to obtain a solution to those needs”.



How to identify these key actors?
 

In this study, the “Emergent nature” construct was measured with an 8-item scale from Hoffman et al. (2010) rated on a five point-scale (1=strongly disagree and 5= strongly agree). 
1. When I hear about a new product or service idea, it is easy to imagine how it might be developed into an actual product or service.
 2. Even if I don’t see an immediate use for a new product or service, I like to think about how I might use it in the future.
 3. When I see a new product or service idea, it is easy to visualize how it might fit into the life of an average person in the future.
 4. If someone gave me a new product or service idea with no clear application, I could “fill in the blanks” so someone else would know what to do with it.
 5. Even if I don’t see an immediate use for a new product or service, I like to imagine how people in general might use it in the future.
 6. I like to experiment with new ideas for how to use products and services.
 7. I like to find patterns in complexity.
 8. I can picture how products and services of today could be improved to make them more appealing to the average person.

Consumer’s global lead userness was measured with four items adapted from Beji-Becheur, Goletty and Vernette’s scale (2011)— a measure initially developed to assess the product-specific lead userness— as following: 

1. I regularly have special expectations or needs on products or services that are still not offered by firms.
 2.  I already have had ideas on how to improve products or services that are now taken up by firms.
3. Today, I finally find products or services on the marketplace that meet the needs I have expressed for a long time.
4. If my ideas are innovating compared to current practices for new product or service development.

Score distribution among the French population
We have added up respondent's scores on each scale. Lead user and Emergent Nature Consumer are not dichotomous concepts (yes vs no), but are of varying intensity. So any particular range of values that we specify is necessarily arbitrary.
 

We have considered as lead users or high in emergent nature those who scored in the Top 10 % (ie. first decile), a number that is consistent with previous studies. The threshold scores are respectively of 16 and 33 points.







 

dimanche 2 octobre 2011

A Financial Metaphor : When money gets a woman with children












The claim of Bontrust Finance (a german financial institution) is effective : "Make your money multiply with us". But their viral advertisement is somewhat provocative... God made man, but Bontrust gets a woman with quadruplets. In the video below (you must be older 18 years), you will meet Mao, Abraham Lincoln and this mysterious woman.

Enjoy it or not !


Interview d'Andreas Pohl, Directeur de la création, de la société Optix qui a réalisé l'animation en 3D de cette publicité :

"Quand l'agence est venue nous voir avec l'idée de montrer la croissance monétaire sur le marché international comme si c'était des relations sexuelles, nous avons été séduits par l'idée. Pas de doute, nous devions la réaliser ! Le but était de créer un monde complètement construit en billets de banque avec des personnages explicites. On a donc passé de nombreuses journées et nuits à faire des recherches pour trouver les bons objets comme les bâtiments, les ponts, les paysages, les habits, etc. Cette procédure a été suivie par la création de patrons en 2D pour évoquer les bons sentiments, le ton et l'aspect du film, avec une approche spéciale pour l'aspect d'origami que l'on avait à l'esprit. Après est venue la phase de création de l'animation à proprement parler, on a commencé à préciser les personnages, aussi bien que les différents scénarios du spot publicitaire. Notre dernière tâche a consisté à finaliser toutes les scènes, les mouvements de caméra et les sons. Tous les personnages (Lincoln, Mao et la femme inconnue) ont été créés comme des personnages 3 D".