Integrated idea development
Co-Creation innovation for B2B adhesive industry
A global trading manufacturer wanted to develop new adhesion concepts for the B2B client in a variety of markets. The GIM Co-Creation innovation process with lead-users (craftsmen) was able to deliver a myriad of both visualized and already tested product concepts.
The challenge
The client was looking to innovate in all product categories, from carpentry to painting and varnishing to floor-laying and plumbing. One of the core criteria was that the new product ideas should cater to the requirements of professional users.
The solution
GIM Argo, our innovation specialists, suggested carrying out a multi-stage, insight-based Co-Creation process with innovative professionals from the trade (lead-user approach).
Stage 1 was a two-day, multi-method GIM creative workshop. Over the course of the two days, a team of customers and ten Lead-User trades people worked together to generate and develop product ideas. A professional illustrator was on hand to visually document the ideas.
Stage 2 dealt with the concept writing: the client team and GIM together turned the most promising ideas of the previous two days into written and documented marketable concepts.
In Stage 3 of the process, these marketing concepts were then tested on “normal” users/trade professionals in focus groups and refined accordingly (Concept Lab).
The screening process used to select the Lead-User trades people is a USP of GIM’s study methodology. GIM uses a selective system of multiple choice questions and, in addition, conducts face-to-face selection interviews to ensure that only those creative innovators of the target group, those capable of communicating their ideas, are recruited.
The innovation process has been carried out in three European countries so far. This means that in total, 40 Lead-Users have helped our client with concept development and approximately 120 “normal” users have been invited to refine the developed concepts.
The success
Thanks to the efficient and effective innovation process, the client was able to supply their Research and Development departments with new ideas, quickly and cost-effectively. Many proposed and already-tested concepts were developed across the three tested markets. The client’s internal product development could be said to be directly linked to GIM’s innovation process. For the client, GIM’s Co-Creation innovation in the B2B field represented a major and well worthwhile first.