Remember that survey that we did a couple of months ago? We surveyed a representative sample of the French population to find out how much of them lead users and/or emergent nature consumers. Together with Professor Eric Vernette from Toulouse, France, we found out that these consumers are actually more willing to engage in co-creation than « regular » consumers. In this post, we’d like to share some results about the Frenchs’ creativity and willingness to co-create. We had 658 people responding to our survey, and respondents are representative of the French census data in terms of age and gender. Check out the results after the break.
63% of French people consider themselves « creative »
Wow, almost 2/3 of the people we surveyed consider themselves to be creative (the question was « Generally speaking, do you consider yourself a creative person?« ). This is more than we had expected! How do they express themselves creatively? 42% spend between half a day to a day per month on activities such as decoration, painting or videos, and 32% use software to create or touch up pictures and videos. When it comes to product innovation, we found that 27% will create products from scratch (virtual or physical), and that more than third of French people have imagined in details how to improve an existing product or create a brand new product.
41.3% of the French consumers would like to spend more time on creative activities
Only 9.4% of the French said that they want to spend less time on creative activities in the future. In other words: the French would love to have the time to paint, play music, create videos etc. What hinders them to do so? Mostly the lack of time! 61% of those who said « I’d like to spend more time on creative activities » say that because they don’t find the time in their daily life! Reasons like the lack of equipment or the lack of stimulation are secondary reasons, with only 16% and 12% of responses. So obviously people would like to spend more time on creative tasks, and the reason is that they feel that creativity is fulfilling.
72% of the French say that they create for their enjoyment, for personal satisfaction and self-fulfillment. Only 17.7% stated for financial gain as a motivation to be creative
So it seems that creative activity is an important thing, but people just don’t make up the time for it. To find out whether this creative potential could be leveraged for brand engagement or innovation, we asked our respondents to tell us how far they would be eager to engage in co-creation (for instance, we asked « If a brand asked you to help her co-create a product/service with them, how would you react?« ). We were very surprised by the Frenchs’ willingness to co-create!
76% of French people willing to help brands improve their products
76% of them indeed ticked the box « I would strongly agree » or « I would strongly agree« , and that’s a lot! More precisely, it seems that French consumers are willing to co-create in day to day products like consumer goods (32%) and home furniture, decoration or gardening (22%). Surprising for us: Only 4.7% said that they would be interested to co-create in sports, 4.3% in high-tech equipment and 5.4% in the automotive industry. This is quite counter-intuitive when you see the amount of research about user-innovation in these domains. Probably the reason is that they’d love to co-create, only few would innovate from scratch!
48.1% of the French would like to « create and test samples or prototypes before they are available on the market »
Co-creators are not salesmen! The French do not want to participate in promoting products, because only 5.4% would be willing to « participate in the launch or promotion of products that are already available on the market« . According to us, bottom line of this survey is that (1) people feel creative, (2) people would like to create more and, surprisingly for us (3) people are willing to co-create with brands! Have you heard of similar statistics? What do you think about these results? We’d be glad to read from you!