Co-creation does not work because the consumer does not know what he wants (in the future)
Recognizing latent needs and translating them into future innovations: you don’t just entrust that to your consumer. But that is precisely what co-creation is not about: the ‘co’ in co-creation stands for together. Listen and observe how consumers experience your product and the moments of use now and enter into a dialogue with them . Scan the environment and recognize new possibilities. Together you arrive at new insights and ideas, that is the power of co-creation.
Customers only participate if they can win something
MoneyTit for tat, that belief is widely supported. But what does research and social theories consistently show? list to data Money or rewards only work as short-term motivation . Social recognition and influence are the driving force behind active and long-term involvement. Do you acknowledge the voice of consumers, do you really listen and do they have a noticeable influence in the dialogue you enter into with them? Then you create a motivated conversation partner who works with you .
With co-creation you lose control over the result
Co-creation does not mean letting go: throw some ideas into the crowd and wait to see which concepts come back. With co-creation, you as an organization also retain control and influence. Define which objectives are important for your organization and what the conditions are for this. Share this information with the consumers with whom you co-create, this ensures understanding and helps you arrive at a concept that is relevant and feasible for both parties ( source (PDF)).
Co-creation slows down innovation
TurtleConsulting and collaborating takes time and delays decisions. Deciding on something caseno datawith your fellow marketers is of course easier and faster than involving consumers in discussions. However, this idea is a bit too simplistic. Research shows that collaborating with a diversity of team members leads to more effective and efficient product innovation . Partly because challenges or shortcomings can be recognized at an earlier stage and the development measuring the success of phone outreach is approached from different angles.