I did say in my previous entry that today’s entry would be on how Asian brands leverage on co-creation. But in a meeting earlier last week I happened to find myself answering this question: “Why do we choose to engage the creative one?”. I thought that this would make an even better blog entry because this is a question that our clients frequently ask.
More often than not, clients wonder why we pick a very select group of creative individuals (i.e., the eYeka Community) to innovate and co-create for our brands. Why don’t we adopt a traditional approach and ask all consumers, instead of a select few? The reason is really very simple, and what Henry Ford said many years ago encapsulates this best: “If I had asked the people what they wanted, they would have said faster horses”.
For ordinary consumers, it is very hard to imagine something that does not exist today. If we were to ask ordinary consumers how they would like to improve computers, chances are, they would want a faster computer with faster USB and a bigger screen in a thinner casing.
What sets more creative consumers apart is their ability to imagine, to think out of the box and to come up with creative solutions to complex problems. If we asked them to improve on the already very thin laptops of today, they might suggest using innovations in materials and textile to create foldable touch-screen laptops.
Their only restriction is their imagination. And since we know that consumers, such as members of our eYeka community, are extremely creative, their imagination is virtually limitless.
Don’t get us wrong, we are not saying that there is no value in talking to ordinary consumers. In fact, talking to ordinary consumers gives brands great insights as they are good at letting brands know their needs, the things they like or don’t, whether a product or service works for them, etc… In short they are good at identifying problems.
What we are saying however, is that the ordinary consumer is not very good at coming up with innovative solutions to the problems a brand may face, unlike the creative ones.
“But these creative people are not exactly the target audience unlike my ordinary consumer” one might wonder (and our clients wonder about this often). Indeed, they may not be the target audience but this does not mean that ideas that come from innovative consumers will not resonate with a given target audience. In fact, it is likely that the creative director of your agency is not representative of your target audience either… Yet you trust him to come up with ideas that work for your customers.
Similarly, eYeka tap into a community of creative talents to create innovative solutions to marketing problems, then test and validate these innovative solutions with ordinary consumers, representative of a given target audience. So the cycle is completed and different types of consumers are engaged based on what they do best.
The next entry will be on how Asian brands leverage on co-creation. I promise!