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Fostering Creativity Through Co-Creation

Fostering Creativity Through Co-Creation. Linda Ury Greenberg, Columbia University Office of Alumni and Development The Market Research Event Boca Raton, FL October 21, 2014. Evolution of Qualitative. Focus Groups. Co-creation Communities. Online Forums/ Live chat. MROCs.

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Fostering Creativity Through Co-Creation

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  1. Fostering Creativity Through Co-Creation Linda Ury Greenberg, Columbia University Office of Alumni and Development The Market Research Event Boca Raton, FL October 21, 2014

  2. Evolution of Qualitative Focus Groups Co-creation Communities Online Forums/ Live chat MROCs The Dawn of Qualitative Present Day

  3. “The roots of great innovation are never just in the technology itself. They are always in the wider historical context. They require new ways of seeing.” - David Brooks, New York Times columnist “Do something. Do something to that, and then do something to that. Pretty soon, you’ve got something.” - Jasper Johns, painter

  4. Creative Diversity

  5. Creativity is Problem Solving

  6. Range of Creativity

  7. Variables of Creative Diversity Creative Level

  8. Variables of Creative Diversity Creative Level Creative Style

  9. Variables of Creative Diversity Creative Level Creative Style Motive

  10. Variables of Creative Diversity Creative Level Creative Style Motive Opportunity

  11. Challengegenerates ideas • Commonthemes, needs &behaviorsemerge • Refine and expandtop ideas • KLC curators distill, validate ideas • Identify key themes, recommendations KLC’s CrowdWeavingIdeation Challenge Process Ideate Collaborate Evaluate …The journeyis as important as the destination

  12. Uses for CrowdWeaving

  13. Columbia Volunteer Challenge

  14. Columbia Research Goals Provide a platform for idea generation Engage alumni in a new way Build community and excitement Allow alumni to re-think volunteer roles Test variations of how best to foster creativity within the ideation process Be inclusive across all schools and volunteer levels

  15. The Volunteer Challenge What is the ideal wayto motivate you, as well as others like you, to engage in a leadership role as a Columbia alumni volunteer? The goal is to create a truly unique volunteer experience – one that will motivate fellow alumni to begin volunteering, as well as motivate current volunteers to do even more! You are encouraged to create your own ideas and also see what other participants are saying – if you can make other ideas better, we all benefit from an engaging, motivating volunteer experience.  “Out of the Box” thinking is encouraged – come up with programs, events, digital services, etc. … the sky’s the limit!  Together, we can create ideas that are motivating and engaging to everyone. 

  16. Volunteer Challenge Objectives Help strengthen Volunteer Network by generating ideas to… Test variations of CrowdWeaving methodology: Identify new volunteer leaders Create programs to recruit volunteers Develop ways to retain volunteers Design programs to train volunteers Determine incentives to recognize volunteer efforts Test Open vs. Masked Ideation process Understand the impact of Creative Style Adaptive vs. Innovative

  17. Methodology

  18. What Did We Learn?

  19. Participants are Highly Engaged “ I just wanted to say that I logged on for the first time today and had no idea what to expect. THIS IS SUPER FUN. Thanks so much for putting this together. I'm having a great time here in my cozy living room interacting and brainstorming with fellow alumni. I graduated from Columbia College in 1989 and this is sincerely the first time I have really felt connected and inspired as an alumni. So THANK YOU.”

  20. Effect of Masked vs. Open Ideation on Participation

  21. Open Ideation Leads to Some Groupthink

  22. Adaptive vs. Innovative Creators

  23. Best Practice Recommendations

  24. Plot Your Challenge High Brand Affinity Commenting & Iteration Complexity Simplicity Ideation & Participation Low Brand Affinity

  25. Recommendations on How to Foster Creativity • Provide clear Challenge rules & expectations • Prime participants with warm-up exercises • Use creative activities to push participants outside of their comfort zone • Motivate different creative styles through custom messaging • Use Open Ideation for low affinity and/or high complexity issues – Masked is better for high affinity and low complexity • Offer tiered incentives based on level of participation • Include gamification to keep sessions fun and interactive

  26. Create with your audience, not just for them Questions? Linda Ury Greenberg Director for Marketing Research Columbia University Office of Alumni and Development lug2000@columbia.edu Sean Holbert EVP, Business Development KL Communications sholbert@klcommunications.com

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