For Consumer Product Strategy Professionals

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	August 10, 2010 US Consumers Are Willing Co-Creators An Empowered Report: Activate Engaged Consumers With Social Technologies To Build Better Products by Doug Williams with J.P. Gownder, Laura Wiramihardja, Annie E. Corbett

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Executive Summary

According to a survey of consumer product strategy (CPS) professionals, nearly half of all companies are not using social media to interact directly with their customers in order to influence product creation, design, or strategy. While numerous barriers may stand in their way, firms commonly ask whether consumers actually want to co-create — and if so, would they want to co-create with them? In a word, yes. Sixty-one percent of all US online adults are willing co-creators, and they are open to co-creating across a large range of industries. With such wide-ranging interest in participation, CPS professionals should feel comfortable proceeding with co-creation strategies, as chances are good that there are engaged, interested consumers who are willing to help improve your product. When creating these engagements, CPS professionals should begin by targeting consumers with whom they are already engaging on their own sites or through social media. Recognize that participation will be stronger — and the results more thorough and useful — if the interaction is appealing from the consumer's point of view, in terms of the topic, incentive, and time commitment.

TABLE OF CONTENTS

• Consumers Are Interested In Product Co-Creation

RECOMMENDATIONS

• Encourage Participation In Co-Creation Through Appealing Engagements
• Supplemental Material
• Related Research Documents

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