Co-Creation: Involve Youth in The Process

I was asked by Graham Brown of Mobile Youth to give an Expert Interview around the subject of youth sourcing. I hope you enjoy it!

“…We’re talking to Julia about how to engage youth within the product development process. Can big mobile brands increase the relevance and hit rates of their products by incorporating the target market into the idea generation and message shaping? Julia thinks so. We find out more about how co-creating innovation with youth is not only possible but vital to product relevance.

Watch the video to answer these questions:

* How can large organizations conduct better youth insights?
* How should you build youth panels for companies or conferences?
* What are the business benefits of involving youth in product development?…”

Carpets or Virtual World?

At one school session using a real-life case study about a teenage virtual world, the business challenge for the students was to define an engaging product feature that the company should work on next.

One bright spark said, “Hang on a minute. I just gave you a good idea. If they decide to do my idea, then I should get paid for that.” I asked him whether he would rather do a case study about carpet manufacturing (the previous year’s exercise in which I was not involved) or do this year’s study on a product that they were really interested in? After processing, he nodded indicating he knew he got a much better deal this year.

There is no doubt that bringing a real-life case study on the cutting edge of digital innovation plays a large part toward engaging a group of teens. You should have seen the students’ fascination when talking through the business model at the start!