Innovation Research Communities are an instrument to combine the approaches of user co-creation in new product development with marketing research in an online environment. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Research data is gathered by tracking the product configuration of users and by having the user designs evaluated and enriched by other users. The Innovation Research Community is introduced in a case study of the Swarovski Enlightened Watch Design Contest.

1. The Swarovski Innovation Research Community
Volker Bilgram
Dr. Johann Füller
Dr. Birgit Rieder
Esomar Online Research 2009, Chicago
How to be successful in Co-Creation Research?

2. Web-based Exchange Triad
2
Innovation Research
Community
An Innovation Research Community
combines marketing research and
co-creation with users in an online
community setting.

3. The Swarovski Enlightened™ IRC
3
http://www.enlightened-watch-design-contest.com

4. The 3 Dimensions of an IRC
4
Co-Creation Marketing Research Community
Innovation Research
Community

5. The 3 Dimensions of an IRC
5
Co-Creation Marketing Research Community
Innovation Research
Community

6. Watch Configuration Tool
6
• Configuration of own watches
selecting from 24 components.
• Selection and free placement of
108 different gemstones.
• 1.300 configured designs were
submitted by users.
• 147.000 gemstones were
incorporated in the designs.

7. Configured Designs
7

8. Configured Designs
8

9. Further Configured Designs
9

10. Upload of Freely Created Designs
10
• Upload feature for designs freely
created with graphical software.
• Downloadable examples of
gems and material for
inspiration.
• More than 700 freely created
designs were submitted.

11. Examples of Submitted User Designs

17. The 3 Dimensions of an IRC
17
Co-Creation Marketing Research Community
Innovation Research
Community

18. Gallery of User Designs
18

19. User Evaluation of Designs – Stated Preferences
19
• Evaluation of designs
either with „short“
evaluation or detailed
evaluation (“vote&win”).
• Possibility to comment
on designs and provide
suggestions for
improvements.
• 6.000 evaluations were
completed by the
members of the IRC.

20. Backend Research – Observed Preferences
20
e.g. wristbands used e.g. gemstones used
• In the backend of the configuration tool, data was collected regarding the usage of
components and gems for the configured designs.
• In addition, preferred combinations of components and gems could be identified.

21. The 3 Dimensions of an IRC
21
Co-Creation Marketing Research Community
Innovation Research
Community

22. The Design Community
12.11.2009 22
• Open accessible community
(short registration required).
• User profiles with own
avatars, created designs,
evaluations and comments.
• 1.652 users joined the
Swarovski Enlightened™ IRC.

23. User Avatars
23

24. Recruitment of Participants
24
• Recruitment of (semi-)
professional designers
by placing banners on
selected design-related
websites.
• Editorial reports about
the contest on relevant
websites.
• Word-of-mouth via
2.000 invitations sent by
members of the IRC.
www.core77.com
www.elle.de
www.yankodesign.com
www.design-report.de

25. Viral Effects
25
www.trendhunter.com
• Independent websites
reported on the contest
as well as on specific
submissions and created
buzz all over the world.
• Users from 48 different
countries joined the IRC.
• 7.5 million page
impressions within 8
weeks.
www.selectism.com
Google search results

26. 26
Origins of Participants

27. Postprocessing – Baselworld
A prototype of the
winning watch design
was showcased at the
Baselworld – the
world„s leading watch
and jewellery fair.

28. Postprocessing – Forrester Groundswell Award
28
• Finalist at the Forrester Groundswell
Awards in the category Embracing.
• Featured in “Best Practices in User-
Generated Content“ for Forrester
Leadership Boards.
http://www.forrester.com/Groundswell/embracing/
watch_design.html

29. Benefits of the Swarovski Enlightened™ IRC
29
Identification of customer preferences regarding wristwatches
with applied gems.
Insights into trends and innovative ideas.
Communication of the new brand “Enlightened” and positioning
as a customer-oriented and innovative company utilizing viral
effects in social media.
Design contest for both (semi-)professional designers and
people of the target group.
Implementation of a co-creation research community with Web2.0
functionalities for continuous trend research and co-creation.

30. Follow-up Contest on the IRC Platform
30
http://www.enlightened-jewellery-design-competition.com
• Design contest in the
field of jewellery and
necklaces.
• 3.536 registered
members created
more than 3.000
designs.

31. 12.11.2009

32. Your contact at HYVE:
Volker Bilgram
volker.bilgram@hyve.de
www.hyve.de
www.twitter.com/HYVE_CoCreation
www.xing.com/profile/Volker_Bilgram