Co-creation focuses on the dialogue with the consumer. The end user is no longer a customer of a given product or service but a co-developer.
The product or service are no longer the central focus in the research process, but the experience with the product or service are central. For research this means not just evaluating concepts but exploring experiences. In the research process you can think of keeping diaries, making collages, drawing a mind map, workshops, consumer safaris, making movies or pictures to capture experiences and working with discussion boards and other online tools. But also the cooperation in social networks to share experiences and ideas with others. It is the contact between business and consumers in a way that adds value to the experience. Co-creation should not be seen as a process where the consumer sits on the chair of the developer or designer. It is a tool to gain additional value. Co-creation has cycles and is thus a continuous process of innovation. Working closely with the client we can develop a program to start this process.