MSc thesis co-creation
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1. The document discusses an MSc experiment on the effect of co-creation on consumers' brand and product perceptions. 2. The experiment found that co-creation had a positive effect on consumers' perceptions of brand personality, brand qualities, and brand relationship, even for consumers who did not participate directly. It also improved product evaluation and purchase intentions. 3. Adding extra evidence of co-creation did not further enhance these effects. The established brand Honig generally scored higher than the unknown brand Samo.
MSc thesis co-creation
- 1. The effect of ‘co-creation’ on consumers’ brand & product perceptions Joyce van Dijk MSC Joycediscovers.wordpress.com @joycediscovers
- 2. Introduction Joyce van Dijk • MSc in Management, Economics and Consumer behaviour • Specialisation: consumer behaviour • Focus: the connected consumer and co-creation • MWM2 Dialogue Manager, Frankwatching, workshops Gerrit Antonides Tom de Ruyck Behavioural Economist Connected Research Manager Wageningen University Insites Consulting Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 3. Presentation set-up 1. The concept of co-creation 2. MSc thesis experiment - Relevance - Set-up and stimuli - Focal aspects - Outcomes and implications Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 4. 1. The concept of co-creation What is co-creation and why is it a relevant concept? Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 5. Co-creation is a systematic collaboration Purposive collaboration between consumers and companies, where they systematically interact, learn, share information, and integrate resources to develop or improve products (based on Prahalad & Ramaswamy, 2004) Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 6. Companies use co-creation to increase success Companies: Advertising clutter Relevancy Effectiveness Reduces R&D costs Increase market success Facilitate dialogue Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 7. Consumers want to be involved in brand decisions Consumers: Empowered Informed Authentic Idea source Brand partner Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 8. 1. What is co-creation? What companies co-create? Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 9. 1. What is co-creation? What companies co-create? More than 50% of Fortune 500 companies have made open innovation an integral part of their innovation strategy. Consumers have become the focus of attention in this arena Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 10. 2. MSc experiment Does co-creation affect consumers’ brand and product perceptions? Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 11. Does co-creation affect brand & product perceptions? Research gap Research focus: co-creation process and co-creation participants Effects on non-participants are hardly known 99% of target group is non- participant in co-creation Only 1% of consumer target group participates in co-creation Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 12. Does co-creation affect brand & product perceptions? Consumers who participate in co-creation show: • Increased loyalty to the company • Stronger relationship with the company • Increased likelihood to spread positive word-of-mouth • Increased trust in the brand -> But what about the large • An increased positive brand image majority of consumers who do NOT participate? Studies show that co-creating: • Creates more relevant products -> But can performance be • Enhances product performance (sales) due to perception effects? Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 13. Test effects on non-co-creators Method Experiment set up as concept test questionnaire Respondents were asked to evaluate an actual new product concept 2 manipulated variables: Co-creation level (A/B/C) and brand (Honig/Samo) Brand Co-creation level Honig A: producer created B: co-created C: co-created +’extra’ proof Samo A: producer created B: co-created C: co-created +’extra’ proof Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 14. Test effects on non-co-creators Method Experiment set up as concept test questionnaire Closed consumer panel 2 manipulated variables: Co-creation level (A/B/C) Representative of Dutch population and brand (Honig/Samo) 100% awareness 100% distribution Brand Co-creation level sample: 530 respondents Final Honig A: producer created B: co-created C: co-created +’extra’ proof Samo A: producer created B: co-created C: co-created +’extra’ proof Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 15. Brand attitude constructs The effect of the co-creation claim on consumers’ … Brand constructs • Sincere brand personality: e.g. sincere, honest, real (11 items) • Brand qualities: e.g. reliable, trustworthy, accessible (5 items) • Brand relationship: commitment, satisfaction, intimacy, self- connection (8 items) Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 16. Product evaluation & claimed behaviour The effect of the co-creation claim on consumers’ … Product evaluation & claimed behaviour • Product evaluation: attractiveness, relevance, innovativeness, uniqueness, expected success • Willingness to pay: average between cheap & expensive • Behavioural intentions: trial, purchase, w-o-m, recommend to others Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 17. Strongest positive effect on brand level Mean scores of the co-creation groups (B+C) VS. control groups (A) 4,6 Sincere Brand Personality 4.0 4.2 Brand Quality 3.5 3.8 Brand Relationship 3.2 1 2 3 4 5 6 7 Co-creation No co-creation Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 18. Product evaluation also affected by positive associations Mean scores of the co-creation groups (B+C) VS. control groups (A) 4.8 Product Evaluation 4.4 ‘Willingness to pay’ Behavioural 4.4 showed no sign. co- Intentions 4.0 creation effect (remained around €2,-) 1 2 3 4 5 6 7 Co-creation No co-creation Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 19. Comparing co-creation groups B and C Co-creation group B versus C (with the additional evidence) The added proof in group C did not significantly enhance co-creation effects Only significant results for Honig and only on some construct-items: Originality Accesibility Items of brand construct Cheerfulness Realness/ authenticity Uniqueness product evaluation item Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 20. Honig scores higher than Samo on brand aspects Brand scores Honig VS. Samo 7 6 5 4.5 4.7 4.5 4.3 4.2 3.9 3.9 3.8 3.8 4 3.3 3.1 3 2.6 2 1 Biggest brand score difference here: Brand Quality Brand Relationship Sincere Brand medium effect Personality Honig Honig co-creation Samo Samo co-creation Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 21. Honig versus Samo Honig was also considered more suited as a co-creation partner than Samo (aspects: logical, attractive, suitable, credible ) Co-creation same effect on Honig as it had on unknown brand Samo Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 22. Additional comments Please keep in mind… This experiment is a snapshot of reality Influences such as W-O-M are not included Also, overall brand behaviour and consistency in behaviour will play a huge role Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 23. Take away message Co-creation can be… An effective innovation method Beneficial as a communication tool: Enhance ‘sincere’ brand personality Strengthen brand relations Both established and new brands Improve brand quality inferences Make products more attractive and appealing Joyce van Dijk, sponsored by Joycediscovers.wordpress.com
- 24. Curious about more results? MSc thesis will be submitted to an academic journal! Want to know more? My literature study here Consumer roles in NPD here Interviews with practitioners here Co-creation blogposts here Dutch FrankWatching articles here Or follow me on Twitter… Joyce van Dijk, sponsored by Joycediscovers.wordpress.com