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Minsk, Belarus, 1 st April 2014

Co-creation: how to transform consumers into prosumers and users into produsers with the help of market research technics. Minsk, Belarus, 1 st April 2014. Traditional model. Customer decision making process. Product development. Sale. Information needs. Modern model.

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Minsk, Belarus, 1 st April 2014

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  1. Co-creation: how to transform consumers into prosumers and users into produserswith the help of market research technics Minsk, Belarus, 1st April 2014

  2. Traditional model Customer decision making process Product development Sale Information needs

  3. Modern model Decision making process Product experience Product development Sale Word of mouth

  4. MOMENTs OF Truth Source: “Winning the Zero Moment of Truth”, Jim Lecinski http://www.zeromomentoftruth.com/

  5. Modern communication Source: http://www.business2community.com/content-marketing/content-marketing-strategy-using-paid-owned-earned-media-0709446#!BWhlb

  6. Future model Decision making process Product experience Product development Sale Word of mouth

  7. Trend: more shopper centric From To Chain Long and slow Forecast-based Manufacturer-driven Designed from product forward Cost-reduction Network Fast and flexible Demand-based Consumer-driven Designed from shelf back Value and growth creation supplier manuf shopper retailer manufacturer retailer shopper supplier

  8. The big shift: From product orientation ASKING • Product tests • Advertisement tests • Forecast planning • Price studies • Brand image studies

  9. The big shift: through Customer orientation TALKING & OBSERVING • Usage and attitude studies • Segmentation studies: • From socio-demographic to needs based • Ethnographic studies • Shopper studies • Customer satisfaction studies

  10. The big shift: to prosumer orientation LISTENING • Product co-creation • Advertisement co-creation • Web monitoring and web listening • Online communities • Photo and video diaries • Immersion visits

  11. The modern marketer

  12. THANK YOU!Piotr IdzikManaging Director MASMI Poland piotr.idzik@masmi.com

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