What is Customer Co-Creation?

The concept of participatory experiences is changing the way we approach design and market research, moving from a user-centered process to one of designing with users. It requires a new mindset and attitude towards people, believing that all people have something to offer in the design process. Traditional methods like observational research and focus groups are being replaced by new tools that focus on what people create, like emotional or cognitive toolkits. By inviting users to participate in the design and development process, resonance can be achieved between a company and its customers. Heineken’s Open Design Explorations is a prime example of this, inviting emerging designers from around the world to collaborate with market research agencies for a unique nightclub experience. This shift in attitude is leading designers, market researchers, and social scientists towards working together to synthesize ideas and opportunities while keeping the users' needs and aspirations in mind.