The 7 Principles of Complete Co-Creation

There are various ways to involve end-users in complete co-creation Below we give an overview of various ways to realize end-user involvement. We don’t intend to be complete, but to illustrate the diversity of available tools and techniques.

A combination is always best.

Desk research and surveys Desk research can provide a quick and broad understanding of a certain topic.23 This type of research can be conducted safely and efficiently from behind a desk. Because the information can paint a lively image of end-users, desk research may be confused with actual end-user involvement. However, end-user involvement only occurs if end-users are directly questioned, at a minimum through a survey. We advise to always add face-to-face end-user contact. That will yield a much deeper target group gutfeel than a few diagrams!

Street research Street research involves conducting brief, semi-structured interviews with end-users in their own surroundings. It typically takes place at a public space which attracts a large number of end-users, such as a shopping mall. However, any online or offline place with lots of end-users will do: think multi-player games, social media channels, health clubs, schools, public transportation, etc. Street research often yields fun movie clips with enduser quotes that are perfect for presentations. Because of the spontaneous character of street research, it is not suitable for deep conversations with end-users. To do that, more elaborate qualitative market research is necessary.

Traditional market research Traditional market research is divided into qualitative and quantitative research. The difference is in the number of participants and the process. Quantitative research should always have enough participants to allow for statistical analysis. Moreover, the questioning process should be standardized so that results among participants can be compared.

Qualitative research, on the other hand, uses smaller sample sizes since its objective is to gain a deeper understanding – the ‘meaning behind the numbers’.

Quantitative market research Quantitative market research can – among other things – deliver a quantification of market potential, guidelines for price levels, packaging cues, and shelf placement. Additionally, it can provide insight into the effectiveness of communication at a conscious, as well as a subconscious level.

Quantitative information may be necessary for creating support among stakeholders, for instance investors and business partners. Moreover, when an organization is interested in winning ‘best introduction’ in their field, quantitative information will be required.

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