Co-creating products or services involves close collaboration with consumers from the earliest stages of creation and innovation. Unlike traditional approaches where consumers are consulted sporadically for testing, co-creation integrates them from the very beginning of the process. They can thus provide feedback on ideas proposed by the brand or even contribute to the design of new products. This approach allows for the collection of ideas from users who are experts in the field, avoiding the internal barriers that are common in corporate innovation processes. It also allows for the anticipation and removal of potential obstacles perceived by consumers before production begins.

Furthermore, co-creation fosters customer and prospect engagement, thereby strengthening their connection with the brand. According to an article published in HBR, labeling a product with “consumer idea” or “consumer-developed” can increase sales by 20%. However, the practice of co-creation can raise confidentiality issues if the customer community is not restricted. It can be implemented through one-off initiatives involving members of a brand community or via specialized platforms dedicated to co-creation.

When co-creation involves a large number of individuals or consumers, it is called product crowdsourcing. For example, Gémo customers shared their co-creation experience, while a Decathlon manager discussed the brand’s co-creation community. An original co-creation approach with senior citizens resulted in an unexpected feature that allows users to request “cuddles.”