1) How can Sense Worldwide defend its competitive advantage? 2) Sense Worldwide has spotted opportunities related to co-creation early. Which opportunities can Brown see now? 3) Assess Sense Worldwide’s ability to seize the opportunities? What needs to change? How does Sense Worldwide transform itself? Is co-creation the way forward? 

1. Sense Worldwide case:
Transforming the rules of innovation
Group 3
Sarah Bennani Vladimir Pushmin Anton Telepnev Maria Zatkova
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2. How can Sense Worldwide defend its competitive advantage?
1
Higher number of participants may increase the popularity of the
platform and therefore the customer base.
Sense Network will be able to
attract most capable people
to keep their above average
performance.
2
Involve more brands in collaboration activities
Pay above competitive
salaries
3
Invest in development of new innovative
methods of collaboration.
Sense worldwide is primarily famous for its range of innovative
co-creation activities. These activities attract new customers and
boost productivity.
4
Geographical expansion
Currently S.W. operates in 35
countries. Further expansion
may improve their level of
expertise and keep their
researches more accurate
and detailed than their
competitors’.

3. Sense Worldwide has spotted opportunities related to co-creation
early. Which opportunities can Brown see now?
1. Analyze digital channels to assess
customer’s views
2. Make sense of consumer data
3. Use of advanced analytics to
recognize preferences and trends
across every touch point
4. Increase the speed of insights
creation
5. Produce advanced attribution
insights giving brands increased
freedom to test creatives and
adapt them to what works best for
most important consumers
AI Technology
convert big data into useful data
1. Explore new ideas and emerging
trends
2. Analyze and create possible
scenarios for different industries
3. Promote collaboration activities
with companies that are part of a
particular industry, research
institutes and universities
4. Discuss possibilities of outlined
trends and how it can be
implemented
5. Show expertise and help to
implement new solutions
Future trends forecast
Identify trends and implement

4. Assess Sense Worldwide’s ability to seize the opportunities? What
needs to change? How does Sense Worldwide transform itself? Is co-
creation the way forward?
Asking the right question
• Analysis based on the existing knowledge (research
amnesty), examination of challenges by asking multiple
targeting questions (Scoping session), and brainstorming
new ideas/perspectives from an external environment
using the creativity of Sensors (Self network
involvement)
To the right people
• Co-creation workshops
• Involvement of all types of people including extreme
types, 35 countries, professionals, and diversity of
viewpoints
In the right way
• FYI (For Your Inspiration)- database enabling clients
upload their insights about specific services/products as
a continuous source of inspiration
• CNCT (Community Network Conversation Tools)-
platform where sensors and clients interact in a
collaborative way
1
Sense Worldwide’s abilities to seize opportunities
2 Changing environment
The rise of social media (Facebook, twitter) enables the
organizations to create their own interacting platform with
clients, hence this competition puts Sense Worldwide in a
situation where its services are not unique anymore
3 Sense Worldwide’s transformation
Winning the market research award forced Sense
Worldwide to change its approach
The Master Plan (strategy design innovation) poses the
new lead to satisfy the board level of stakeholders
4 Is co-creation the way forward?
Moving forward, the customers will pay even more
attention to the product/service they use, putting the
organizations in the situation where they need to satisfy
their needs at a higher level. Otherwise, customers would
switch to a competitor
Therefore, organizations that will involve customers in a
co-creation will get a higher market share