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Tips for Productive Consumer Co-Creation

Once you have committed to working with consumers for opportunity discovery, idea co-creation, or concept development, or course you want to make sure it's time well spent.  So to make the most of your time with consumers or Creative Consumers® associates during a session, consider these three tips:

Think of consumers as temporary members of your team. Their aim is to be genuinely helpful, so don’t think of them as people you have to fool.

Leave the hidden agenda at home. Don’t try to get consumers to comment on a certain area. Simply tell them where you want help, and let them offer broad wishes and possibilities. You’ll be amazed at what you discover when trained consumers are given free rein.

Be inspired. Let consumers share their experiences, wants and needs. Your team can use that information not only for learning, but also as inspiration for building new ideas. As a client recently noted, “Good ideas from Creative Consumers® associates become great ideas when we add our business knowledge.”

When you keep these things in mind while addressing your business challenges, you’ll end up with quality feedback that’s truly grounded in consumer needs. 


Susan Wandell is an Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.

©2014 Ideas To Go, Inc. All rights reserved.

Susan Wandell

Susan Wandell is an Innovation Process Facilitator at Ideas To Go, an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.