Co-creation

Qualitative research

Quantitative research

Fieldwork (Panel of 10,000 residents)


Co-creation

  Second Life® is an open platform that allows brands to closely associate the consumer to the design of new offers.

  
 

A tool fitting both:

  
 

Consumer's increasing demand for participation

Basic values and potential of Second Life®:

        • Creativity
        • Pleasure and sharing
        • 3D modeling
  
 

A real opportunity for brands to mobilize the new consumer.

 

  
 

A PROSPECTIVE AND INTERACTIVE TOOL

By crossing experiences gained from contests and interviews with Second Life® residents that regularly create/build objects we developed a prospective and interactive tool to give a boost to product’s innovation.

The methodology follows 4 steps:

  
 

creative brief with a marketing agency that is specialized in prospective to provide consumers with stimuli,

  
 

interactive co-design on Second Life® amongst small groups of residents that is moderated by a qualitativist,

  
 

modelling of prototypes and/or concepts by residents expert in building,

  
  evaluation of the prototypes amongst a relevant sample of Second Life® residents and/or in Real Life.  
 

 Click here to access testimonial

MAKING THE MOST OF THE CREATIVITY'S LIVEBOX

 Our first experience was conducted early in January 2007 amongst our Repères in Second Life® panel. We launched a contest for the design of a Repères Showroom that nowl exhibits our studies's results. There was a real enthusiasm both on:

  • Builders side (that showed amazing creativity skills)
  

 

 
 



Joshua Culdesac and Piper Pitney award winners

"With four spacial levels inside and a remarkable design, Piper Pitney and Joshua Culdesac created a building that is taylor made to suit Repères' needs.

The following pictures give a more detailed view of the interior. Needless to say, textures and furnishings will be customized according to Repères's requirements"

  
 

  • And residents that were asked to vote for their favourite project (that are still leaving us comments to express their opinion about the winners).



USING SECOND LIFE® AS A TOOL TO IMAGINE INNOVATIVE YET REALISTIC NEW PATHS

Then we explored the connection between Real Life and Second Life® by sponsoring a creativity call to renovate the Garden of Les Halles (in Paris). Residents had to integrate Real Life’s technical and physical constraints. All the projects submitted were innovative yet realistic. Moreover, participants’ profiles were varied:

  

A six-year-old Parisian boy
won the play ground category

A Chinese student won
the entrance gate category

 

Joshua Culdesac and Piper Pitney award winners of the Jardin des Halles Contest
 


Click here to access testimonial

RESIDENT'S POINT OF VIEW ABOUT CO-CREATION

The first learning we developed was that Second Life® is considered as a creativity tool by consumers themselves. The bridge with Real Life is made without any ambiguity or reservation. Moreover, there are no predefined ideas of product or service to develop: regardless of the product/service, co-designers mainly want to design something that is:

  • innovative in its shape, form, usage, …
  • not limited to Second Life®, i.e. transposable into Real Life.

However the brand is of particular importance: the co-designer must share the brand’s values to be willing to take part to it.

The second learning was that it is key respect the co-designers (their desires, their terms). Brands are expected to be more involved than in a traditional commercial relationship. Marginally, there is a fear of having his ideas stolen. That’s why mutual involvement is an illustration of a complete, trusting collaboration.

[extract from qualitative focus groups - July 2007]

  

Second Life® and Linden Lab® are registered tradmarks of Linden Research, Inc. No infrigement is intended.

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