1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV...
-
Upload
barbra-leonard -
Category
Documents
-
view
213 -
download
0
Transcript of 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV...
![Page 1: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/1.jpg)
1
Enhancing The Open Model Through The Use of Community
3rd Annual Open InnovationLas Vegas, NVApril 6 - 8, 2009
![Page 2: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/2.jpg)
2
DecisionAnalyst Proprietary and Confidential
Obligatory introductory
bit…
Decision Analyst is an international marketing consulting and research organization Founded in 1978 Largest independently-owned research
firm in the U.S.
We’re known for: Providing custom qualitative and
quantitative research Our panel of over 8 million individuals
worldwide
Established our Insights & Innovation business unit in 2001 Marketers and researchers specializing
in understanding customers/consumers, and new product and service innovation
![Page 3: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/3.jpg)
3
DecisionAnalyst Proprietary and Confidential
In 2001 launched the Imaginators®, a proprietary innovation community of just over 2000 highly creative individuals 250,000 individuals tested to date Must rank in top 4% to be accepted into the
Imaginators
®
Technical 14%
Student 8%
Blue collar 7%
Not employed outside the home 7%
Marketing/sales 7%
Executive/upper management 6%
Education 6%
Retired 6%
Unemployed 4%
Medical 3%
Other 32%
![Page 4: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/4.jpg)
4
DecisionAnalyst Proprietary and Confidential
Joel West 2/ 22/08 http://blog.openinnovation.net
The original goal of [Open Innovation: Researching a New Paradigm] was to provide an up-to-date and complete orientation to the academic study of open innovation… we tried to come up with a comprehensive framework for open innovation research by categorizing what had been done and what might be done.
...when I went to write my keynote for one of the [European Academy of Management] tracks on open innovation, I realized that we’d left out communities.
![Page 5: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/5.jpg)
5
DecisionAnalyst Proprietary and Confidential
Open Innovation
“Open innovation is the use of purposive inflows and outflows of knowledge to accelerate internal innovation, and expand the markets for external use of innovation, respectively.”
Chesbrough
2006
![Page 6: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/6.jpg)
6
DecisionAnalyst Proprietary and Confidential
Open Innovation
“Open innovation is using the market rather internal hierarchies to source and commercialize innovations.”
West 2008
![Page 7: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/7.jpg)
7
DecisionAnalyst Proprietary and Confidential
Community
“A group of people who have been brought together, or have brought themselves together, under a common umbrella and who are having a conversation with each other.”
Community 2.0 Conference
Las Vegas 2007
![Page 8: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/8.jpg)
8
DecisionAnalyst Proprietary and Confidential
Community falls way
down on the list
Firm-to-firm collaboration
Firm-to-university collaboration
Hunts and challenges
![Page 9: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/9.jpg)
9
DecisionAnalyst Proprietary and Confidential
That’s not to say no
one’s using community
![Page 10: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/10.jpg)
10
DecisionAnalyst Proprietary and Confidential
Is community just for
high-interest, high-
involvement consumer
products?
Why isn’t community
used as an innovation
source by companies
that…
…are in categories that aren’t consumer-centric, or that are highly technical?
… are already considered innovative?
… already have a successful innovation process in place?
![Page 11: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/11.jpg)
11
DecisionAnalyst Proprietary and Confidential
Assumption: Most
customers (especially
consumers) can’t truly
contribute – they can
offer mundane or
incremental ideas, but
not true innovation.
Forty percent of consumer community members offer suggestions that solve urgent problems
Fifteen percent of those suggestions are considered to be a completely new product
How Communities Support Innovative Activities: An ExplorationOf Assistance And Sharing Among End-users
Franke & Shah 2003
![Page 12: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/12.jpg)
12
DecisionAnalyst Proprietary and Confidential
Assumption:
Community is like a box
of chocolates – you
never know what you’re
going to get.
The reliability of using communities can be greatly enhanced based on what the community is willing to invest
![Page 13: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/13.jpg)
13
DecisionAnalyst Proprietary and Confidential
Assumption: Research
brings the consumer/
customer into the
innovation process.
Research can feed the innovation process, but it can’t replace it
Short in duration
Environment does not elicit innovation
Evaluative or exploratory process
Respondents aren’t necessarily innovative
![Page 14: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/14.jpg)
14
DecisionAnalyst Proprietary and Confidential
Six steps to making
community a viable
source of actionable
open innovation.
Start with a clear purpose in mind Decide who should comprise the
community Communicate your end goal clearly
and appropriately to the community Create the right environment Motivate them in meaningful ways Maintain the quality of the
community
![Page 15: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/15.jpg)
15
DecisionAnalyst Proprietary and Confidential
Start with a clear
purpose in mind
Know your goals and make sure the use of the community aligns strategically with company objectives
![Page 16: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/16.jpg)
Share
You’ve probably taken some great digital pictures of your friends or family. But how often do those pictures make it out of your camera and into an actual frame for others to see and enjoy?
Introducing Share, the innovation from (wireless brand) that allows you to easily display your images so they can be enjoyed by all.
The Share is a full-feature cell phone that also comes with two digital picture frames.
To share images, just:
• Use Share's advanced, quick-capture digital shutter camera to take your pictures
• Connect Share to a picture frame either wirelessly, via USB, or remotely
• Select the images you want to send to that specific frame
• Push the “Share” button and it immediately sends your picture to the frame
You can even program Share so that it updates each frame with new images according to a schedule you set. And frames can be networked together to show the same images.
Don’t let your pictures sit in your camera collecting digital dust. Bring them out for everyone to see with (wireless brand)'s
Share.
![Page 17: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/17.jpg)
17
DecisionAnalyst Proprietary and Confidential
Decide who should
comprise the
community.
“All-inclusive” is great for vacations, but not for innovation Learn who can and will contribute Don’t be afraid to be critical
There is no magic community member number Start with the 100/10/1 rule and go from
there “Qualified” members = smaller
community
![Page 18: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/18.jpg)
18
DecisionAnalyst Proprietary and Confidential
Communicate your end
goal clearly and
appropriately to the
community.
Innovation flourishes in a defined environment
![Page 19: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/19.jpg)
19
DecisionAnalyst Proprietary and Confidential
Communicate your end
goal clearly and
appropriately to the
community.
40 Imaginator community members in the EU
Collaborate on ideas for a new confection One group was given “free reign” The other group received clear direction and
relevant tools Effectiveness of each approach
evaluated on: Number of distinct idea categories Relevance in addressing the task Originality of the ideas
The Case for In-the-Box Innovation, Callahan, Ishmael & Namiranian 2005
Ideas Categories RelevanceOriginality
Index
Non-Directed 512 29 92% 1.515
Directed 696 39 99% 1.585
![Page 20: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/20.jpg)
20
DecisionAnalyst Proprietary and Confidential
Create the right
environment.
To compete, or not compete…?
“If an innovator believes that revealing innovation-related information will allow a rival to outperform him, the likelihood that the innovator will reveal this information will decrease unconditionally.” (Franke and Shah, 2003)
Bound By The Power Of One
Seek out innovation springboards
![Page 21: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/21.jpg)
21
DecisionAnalyst Proprietary and Confidential
Motivate them in
meaningful ways.
Franke & Shah 2003
Decision Analyst, Imaginator Study 2009
Community Member Motivation
Community members should assist others 92.6%
It is fun to create something jointly 78.6%
It is the norm for members to collaborate for free 74.1%
If I collaborate, others will collaborate with me 35.7%
I enjoy advice as an expert 32.0%
I want to use the product myself 40.7%
It is nice to receive recognition 10.7%
I was paid well for my assistance 7.1%
Imaginator Motivation
Outlet for creativity and innovativeness 46%
Working with other creative people 25%
Money 11%
It's who I am 11%
Influence what goods & services are offered 3%
Monthly newsletters 3%
Like the projects 1%
![Page 22: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/22.jpg)
22
DecisionAnalyst Proprietary and Confidential
Maintain the quality of
the community.
Be sure the members have everything they need to be valuable contributors
Assess member’s contributions over time
Don’t be afraid to remove members from the community
Keep them busy
![Page 23: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/23.jpg)
23
DecisionAnalyst Proprietary and Confidential
RevolutionEvolution
Turn-key, outsourced innovation
communitiesCustom
innovation communities Internally
developed & managed
communities
![Page 24: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/24.jpg)
24
DecisionAnalyst Proprietary and Confidential
So if you remember
only three things…
Community can be a viable open innovation source
Six simple steps to making an innovation community effective
How you approach using innovation communities can be evolutionary or revolutionary
![Page 25: 1 Enhancing The Open Model Through The Use of Community 3rd Annual Open Innovation Las Vegas, NV April 6 - 8, 2009.](https://reader035.fdocuments.net/reader035/viewer/2022081603/56649e4c5503460f94b4259b/html5/thumbnails/25.jpg)
25
DecisionAnalyst Proprietary and Confidential
Gwen Smith Ishmael, Decision Analyst Insights & [email protected]
604 Avenue H East, Arlington, Texas 76011-3100817.640.6166
http://www.decisionanalyst.com http://secondarydata.com Blog: www.ideaflow.com Twitter: @Gwen_Ishmael