For Consumer Product Strategy Professionals

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	July 9, 2010 Social Co-Creation Why Product Strategy Professionals Should Leverage Social Technologies To Design And Improve Their Products by Doug Williams with J.P. Gownder, Laura Wiramihardja	Average: 9  (3 ratings)

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Executive Summary

Social technologies have emerged as a critical tool for consumer product strategy (CPS) professionals. Social co-creation gives CPS professionals the ability to embrace consumers and leverage their insight to improve existing products or create new ones. Social co-creation has relatively low barriers to entry, and if certain concerns are addressed at the outset, it provides the opportunity to enter into a dialogue with engaged consumers, obtain direct customer input throughout the product development life cycle, and mitigate the risk that the product will not meet consumer needs upon launch. When developing a social co-creation strategy, advance planning is critical: Forrester recommends adhering to our POST methodology and recognizing that in these early days of applying social technologies to co-creation efforts, there are few boundaries with which to be concerned.

Keywords

• co-creation
• social technologies
• POST

TABLE OF CONTENTS

• Social Technologies Matter To Consumer Product Strategy Professionals
• Successful Co-Creation Engagements Require Thorough Advance Planning

RECOMMENDATIONS

• Make Social Co-Creation Part Of Your Product Strategy
• Supplemental Material
• Related Research Documents

This is an excerpt

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