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Archive for August, 2009

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In the first of our P2P research sessions Headboxer Rushda Khan (23) takes a look at the internet and how it effects her and her friends social world. Keeping a close eye on Facebook, Rushda investigates how, if at all, social networks benefit us:

Like many young people, my Facebook friend count has hit three figures. But I am not a popular person: I have exchanged only a few sentences with most of my Facebook friends and I have never spoken to a third of them at all. Yet pick one and I am likely to be able to tell you their interests, where they went last night and how they are feeling. I may even be able to tell you who they are in a relationship with and how well that relationship is going.

Most young people are only too familiar with the absurd situation where we see one such ‘friend’ on the street and think she got drunk at a party last night, and then pass them by without batting an eyelid. This person may know just as much about us and yet for all intents and purposes we are strangers, only on each other’s lists because of the most trivial recognition.

This ‘Facebook friend’ syndrome is a remarkable indication of the way young people now use the Internet. In earlier Internet days, we would log on specifically to email someone or chat to them on MSN. But now we use the Internet to connect to people in a way that could only be described as passive. We browse their photos and read their statuses without necessarily letting them know about it, rather like reading someone’s diary. We end up forming opinions about them without ever having communicated with them at all. Mirroring this is our intense desire to personalise our own space on the Internet – we do not just want to know about others, we want others to know about us.

But knowing about someone is not the same as knowing them. The latter requires an level of interaction which seems to have disappeared in our online habits. According to Virgil (22, Cambridge), social networking sites may not only do nothing to create or boost friendships, they may harm them as well. “I feel like I’ve spent time with someone even when I haven’t.” The irony therefore seems to be that social networking may not really be very social at all.

The passive way in which we ‘socialise’ online is only a symptom of a greater move towards using the Internet passively in general. Because of the number of things we can do at the same time, young people no longer need an aim when they are online and often do not choose to spend their time focussed on a conversation with one person. In the same way as we may connect to someone via social networking for no other reason than that we can connect to them, we are often connected to the Internet ‘for connection’s sake’ and don’t have to do anything in particular. While this lack of specific demands is enjoyable for many, some young people are overwhelmed by it. Sebastian (21, Bath) says he doesn’t even know what to do online much of the time.

Rushda not a friend on Facebook?

Despite the social side leaving a lot to be desired, I still think however there is a certain beauty to the interconnected nature of the Internet. While a book or CD may be enjoyed in its own right, it will not link to other books and CDs in the way the Internet makes them link. While young people think that Wikipedia and other online encyclopedias are not sufficient for school work, crucially most still love the unique way we can explore topics in endless interconnected chains and find out about the world without having to go searching for specific things.

Similarly I think that the way in which young people can have an online experience rather than simply an online activity is exciting as we are constantly learning more and getting more than if we did just one task at a time. Taking music as an example, we have reached the point where we can now access new and diverse music at the click of a button, have it play via iTunes, see song lyrics, and see recommendations via sites such as Lastfm. All this can happen in the background and, like many other online applications, can be absorbed without even realising it.

There is no doubt that passive learning isn’t always the best way to learn something and passive socialising isn’t the best way to have friends. However, there are benefits to both and it is especially refreshing to have a balance between the real world and online world. This isn’t a new revelation: young people have always recognised this. While the Internet can no longer be considered as “geeky” by our peers due to the new trendiness of social networking, using the Internet too much is still considered anti‐social and has always been considered as such. Any young person I have spoken to passionately defends the superiority of face to face contact to online contact, even though they may spend many hours of their day online. It is indeed about the balance: there are some things in real life which cannot be replicated online and vice-versa. We can certainly do more online now and our habits have dramatically changed but that doesn’t mean what we do is replacing anything we value offline.

Young people today – the ‘Facebook generation’ – have set a precedent in way we use the internet. Having been an early user of the Internet, in the days when young people thought the “big thing”was to swarm internet chat rooms, it is astonishing to see the direction in which we have taken our online behaviour a decade on. It is therefore extremely difficult to predict what will happen in future. I only need to think about my little niece Sara to understand the changes that are occurring. She plays children’s games online and uses video chat adeptly, even though she is only four years old.

Who knows how she will be using the Internet when she is a teenager?

Part 2 coming soon, what do Rushda’s friends think of the current state of the internet?

Women Hard at Work

It’s time for another update on what the women on Mindbubble are up to, and as usual there’s a lot going on so many stories to tell.

logo_carphone_warehouse For the first time we ran a two week crowd sourcing project on Mindbubble. We were running the project for The Carphone Warehouse to generate ideas which could then be taken through to an online co-creation phase. The response we received was phenomenal with over 250 people joining the crowd sourcing project and taking part. The top ten contributors to this project were selected by the lovely people at Mindbubble and The Carphone Warehouse to win prizes. These ranged from IPod Nanos to Samsung notebooks and Sony PSPs. As well as this the top contributors have been asked to take part in an online co-creation phase to define their ideas further. All in all the crowd sourcing project was a great success and we will be running many more in the future!

The Mindbubble office has been smelling lovely and looking very clean recently as we have just finished a project with a home care brand. This project started with some online work on Mindbubble then the ladies came together to co-create some new product ideas with the brand team.

The latest Project on Mindbubble is currently live and we are half way through it. I can’t say too much but I can tell you it involves chocolate. So you can imagine our excitement when we heard this and not surprisingly lots of Mindbubble members wanted to get involved. Currently the ladies are writing blogs and having forum discussions about chocolate and how it fits into their lives, so there is a lot to read. We’ll let you know how it goes!

Finally we are busy putting together the finishing touches to our Mindbubble blog. That’s right folks another blog with more exciting content to read! Much like the Face site there will be interesting blogs from the members of the Mindbubble team plus some great content from members of the community themselves. We will be launching the second week in September so we’ll let you know as soon as we’re up and running and remember to watch this space!

Blog, Co-Creation

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Co-creation: the Client perspective

  • Date August 18 2009
  • Posted by Job
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I was discussing a recent co-creation project with one of our clients from Unilever last week and the conversation inspired me to capture some of the key learnings of what makes co-creation work from a client perspective.

1. Create A Core Team

Co-creation is a new way of working and for this reason it is crucial to have a clear starting point for the project. To help take your internal stakeholders on the journey it is important to involve them early and allow them to shape the specification of the project and share existing knowledge. Identify a core decision making group who will be responsible for working directly with consumers and ensure the outputs from the process are pushed through the business.

2. Give it Time

The best co-creation projects happen when your stakeholder team takes their role in this new research process seriously. This means that at each stage of the project the client team needs to makes the time to give thoughtful feedback on their direct interaction with consumers and work in partnership with the agency to shape the project on a daily basis.

3. Gain Buy In

When using a new methodology like co-creation it is important that clients present project updates/findings on a regular basis at director level to ensure that the project has internal momentum. A powerful way to bring the power of co-creation to life for internal senior stakeholders is to arrange for consumers to present back their ideas to them perhaps at the end of a workshop or back in the boardroom.

4. Let Go

From a client perspective the main feedback is to make sure you embrace and enjoy the direct interaction with consumers. In this co-creation environment consumers are encouraged to talk to each other rather than to researchers; opinions are offered, agreed with, disputed, challenged and developed. By working in a more natural communication mode you hear views expressed in real voices. Importantly consumers and clients end up discussing things and asking questions they didn’t even know existed or thought that we wanted to ask at the outset.

Blog, Co-Creation, Innovation

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The Sweet Smell of Success

  • Date August 12 2009
  • Posted by Andrew
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At the end of June I was invited to Esomar’s Fragrance Conference in Cannes to speak about Fragrance Insights: The Role of Research “Fragrance Co-creation”. It was a seminal moment not just in the Conference’s 3 year history but also for the industry as a whole. It was the first time a fragrance had been co-created with consumers. And it was the first time that key players in the industry were going to hear an example that was about to happen as opposed to one that had happened years before. The example I refer to and shared with delegates is the co-creation of the next Axe Variant and its fragrance to be launched at the end of this year. You may have already heard about it, it has started to receive coverage in the media.

My talk was received with a combination of shock, enthusiasm and genuine applause. Shock because the “fragrance” industry is renowned for their scepticism of the consumer when it comes to creating new scents. They see themselves as the experts so consumers need to be told what makes a good fragrance. Enthusiasm and applause because the idea of 16 young Axe/Lynx consumers co-creating a global brand fragrance was groundbreaking. Some more than others had clearly been crying out for more consumer creativity and involvement. Suddenly there was a process and a live example of how to do it being presented to them.

In the Q&A panel debate afterwards there were 7 or 8 questions directed at me rather than the other speakers and the topics they had covered in their talks – one important measure that you have properly engaged the audience. The other is clients giving you work off the back of public presentations. This happened twice within a week of the Conference finishing – 2 more major multi-nationals are now enjoying the benefits of co-creation.

Check out the presentation I gave at the Esomar fragrance conference below:

Marketing Week - 05/08/2009

Marketing Week - 05/08/2009

Face, the co-creation planning agency has been appointed by The Carphone Warehouse to inform through co-creation the brand’s social media engagement strategy, involving consumers in the idea generation and planning process.

The Carphone Warehouse, the company that helped consumers get connected with the right phone and the right network, is extending its service to include laptops and broadband providers, making the latest connecting technology relevant and accessible to the widest audience, covering as many brands as possible in the process. In order to expand its reach with new target audiences, The Carphone Warehouse recognised social media was going to be an integral part of achieving reach and engagement.

To read the full article online, please click here

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