The Spirit of Co-creation
From our point of view, co-creation is fostered by a straightforward approach that, when implemented iteratively throughout a project, yields successful outcomes for all stakeholders. For us co-creation is all about:
asking the right questions …of the right people… in the right way.
While the above statement may seem simple and could be used to describe ‘research’, within it the nuances for co-creation are many – in the paper we explain each section, first understanding how to identify and ask ‘the right questions’, then moving on to understand who ‘the right people’ are and finally exploring what exactly ‘the right way’ means in real terms.
We hope to demonstrate the real value of co-creation to business, proving that this buzzword signifies an emergent practice with real commercial advantage. In our eyes, this value lies not solely in idea generation, but rather the step before: identifying the questions or ‘opportunity areas’ as we like to call them, that will resonate best with a business’ culture and prospective customers.
