Engagement in co-creation experience
Customer’s engagement in co-creation experience was assessed with the following item “If a brand asked you to help her co-create a product/service with them, how would you react? ” on a five point-scale (1= I will strongly disagree and 5= I will strongly agree).
The means of customer engagement in co-creation experience were measured for each group “Non Lead users” vs “Lead users”, and between “Non Emergent Nature” vs “Emergent Nature”. If lead-users and emergent customers represent a small part of the population, they are highly willing to co-create with brands:
- Lead users are significantly (p < .0001) more ready to engage in co-creation activities (Mean = 4.60) than non lead users (3.89).
- Emergent nature consumers are significantly (p < .0001) more ready to engage in co-creation activities (Mean = 4.65) than Non Emergent nature consumers (3.88).
Respective skills in co-creation
Lead users and Emergent nature consumers are significantly (p <.001) more able to take part to creative activities than the mainstream consumers. They know how to realize and achieve their ideas and more often adapt product or services to meet their individual needs.
Lead users are more efficient than Emergent nature consumers on the following:
- They have precise ideas on how to improve/develop a product or a service;
- They customize products or services to satisfy their individual needs;
- Develop a complete fabrication of a product or service to meet their personal needs
- Apply for a patent.