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vendredi 22 juin 2012

Co-creation with consumers: Who has the competence and wants to cooperate?

In a forthcoming paper, accepted by the International Journal of Market Research,  Eric Vernette & Linda Hamdi show that lead-users and emergent nature consumers are two highly attractive targets for marketing co-creation. Based on a representative sample of the French population (n = 995), we observe that the competence and engagement in co-creation of these two target groups are significantly greater than for other consumers. 

This result is encouraging for market research companies that face a growing reluctance of customer participation in marketing studies. In addition, we have normed the distribution of lead-user and emergent nature consumer scores among the population. This results in specific reference points for naming customer data while at the same time making it easier to filter respondents for future co-creation initiatives.

Hereafter are some key results:

1-  Identification of lead-user and emergent nature consumers

In a previous post we present our measure of lead-usership (a self-designated scale) ; for emergent nature, we adopt Hofman's et al. scale.
2- Lead-users or emergent nature consumers participate more frequently in co-creation. 
 The intention to become engaged in co-creation with the company is significantly higher for lead-users than for non lead-users (Mean = 4.60 vs 3.89). There is a marked correlation between the lead-userness score and the intention to get engaged (r = 0.487). The same applies to emergent nature consumers (t = 4.16, p < 0.0001 and r = 0.55).

3- A straightford and overall model of co-creation
The higher the scores of lead users and emergent nature consumers, the greater their skills and engagement in co-creation. These results confirm the interest for companies to target these two actors for co-creation projects. The fit indices for both structural models are satisfactory and conform to normally required thresholds.


Our results reinforce the interest of focusing on lead-users or emergent nature consumers for co-creation. Indeed, even if we supposed that these were more efficient than ordinary consumers, it was not evident that the former would wish to become engaged in co-creation more readily than the latter. 

This result is a good surprise for marketing agencies too often faced with consumers’ growing reluctance to take part in marketing studies. Moreover, we show that engagement in co-creation relies on solid skills which distinguish these users from other consumers: these targets have effectively more often created improved or adapted products or services, filed for patents – or envisaged doing so – than ordinary consumers.

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