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Consumer Co-Creation at Beiersdorf The Case of Nivea Body Care Volker Bilgram, HYVE AG Dr.

Consumer Co-Creation at Beiersdorf

The Case of Nivea Body Care

Volker Bilgram, HYVE AG Dr. Stefan Biel, Beiersdorf AG

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MRS Conference Research 2010 London, March 23-24

Nivea Body Care Volker Bilgram, HYVE AG Dr. Stefan Biel, Beiersdorf AG 1 MRS Conference Research
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3 http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ (Creative Commons)
3 http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ (Creative Commons)

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

Co-creating new products at Nivea

Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate 4
Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate
Listen
Conceptualize
Ideate
Co-Creating
New Products
Refine
Enhance
Evaluate

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Listening to the consumer conversations in social media

Listening to the consumer conversations in social media 5
Listening to the consumer conversations in social media 5

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Original consumer statements on scents

Original consumer statements on scents I'm happily sitting here with the smell of Old Spice wafting
I'm happily sitting here with the smell of Old Spice wafting to my nose and
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 one
hand 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 even
after a workout. I don't like the smell of women's deodorant and personally don't think it's
strong enough
http://www.bubhub.com.au/community/forums/showthread.php?t=138201&highlight=deodorant&page=2
i use rexona atm but im thinking of changing to mens deodrant since its been
i use rexona atm
but
im thinking of changing to
mens 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
I like dove too, that is what I use, I
have the one with the cucumber
smell, you'd think that'd be gross
but I loooove it!
http://www.divine.ca/forum/en/viewtopic.php?t=499&p

ostdays=0&postorder=asc&start=0

I have a bad habit, I can`t stand several smells. I never got completely satisfied
I have a bad habit, I can`t stand several smells. I never got completely satisfied with the deodorants I
used. 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

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Gaining consumer insights and product solutions from

conversations in social media

product
product

Research

Definition

1
1

Social Media Selection

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2

Social Media

Observation

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3

Data Analysis and Insights

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4

Product

Solutions

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5

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Benefits of listening to your customers via Netnography

Benefits of listening to your customers via Netnography Immerse yourself in the consumers‘ world and conversations
Immerse yourself in the consumers‘ world and conversations Meet your customers in a natural and
Immerse yourself in the consumers‘ world and
conversations
Meet your customers in a natural and unaffected environment
Listen to hundreds of consumers and get to
know 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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Co-creating new products at Nivea

Co-creating new products at Nivea Listen Ideate Conceptualize Co-Creating New Products Refine Enhance Evaluate 9
Listen Ideate Conceptualize Co-Creating New Products Refine Enhance Evaluate
Listen
Ideate
Conceptualize
Co-Creating
New Products
Refine
Enhance
Evaluate

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How do we innovate best?

How do we innovate best? “The best way to have a good idea is to have

“The best way to have

a good idea is to have a lot of ideas.“

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Linus Pauling

So now we have a lot of ideas

So now we have a lot of ideas … 11
So now we have a lot of ideas … 11

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Co-creating new products at Nivea

Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate 12
Listen Conceptualize Ideate Co-Creating New Products Refine Enhance Evaluate
Listen
Conceptualize
Ideate
Co-Creating
New Products
Refine
Enhance
Evaluate

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Enriching and selecting ideas in an online co-creation study

Enriching and selecting ideas in an online co-creation study 1 2 Immersion into Topic Idea Exploration
1 2 Immersion into Topic Idea Exploration 3 4 5 Idea Evaluation Idea Enrichment Developers’
1
2
Immersion into Topic
Idea Exploration
3
4
5
Idea Evaluation
Idea Enrichment
Developers’ Index

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Benefits of involving consumers for idea enrichment and selection

of involving consumers for idea enrichment and selection Identify diamonds in the rough and select the
Identify diamonds in the rough and select the best ideas Ask the right questions in
Identify diamonds in the rough and select the best ideas
Ask the right questions in the language of your customers
Have consumers enrich and further develop
the 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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Co-creating new products at Nivea

Co-creating new products at Nivea Listen Conceptualize Ideate Co-Creating New Products Enhance Refine Evaluate 15
Listen Conceptualize Ideate Co-Creating New Products Enhance Refine Evaluate
Listen
Conceptualize
Ideate
Co-Creating
New Products
Enhance
Refine
Evaluate

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Refining and conceptualizing product ideas with lead users

Refining and conceptualizing product ideas with lead users 16
Refining and conceptualizing product ideas with lead users 16

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How to embark on a continuous co-creation strategy

How to embark on a continuous co-creation strategy Ideas & Concepts Design & Engineer Test &
Ideas & Concepts Design & Engineer Test & Launch Netnography Online Co - Creation Study
Ideas & Concepts
Design & Engineer
Test & Launch
Netnography
Online
Co - Creation
Study
search
&
acquire
Co-
Creation
Project
assimilate
closed
open
& exploit

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Volker Bilgram Co-Creation Research e-mail: volker.bilgram@hyve.de phone: +49-89-189 081-409 web: hyve.de

Volker Bilgram

Co-Creation Research

e-mail: volker.bilgram@hyve.de

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