In 2009 Vitaminwater launched flavorcreator, an application on Facebook. Flavorcreator consisted out of three phases and per phase users could play different games and participate in contests. The most important contest was to create your own flavor. This can be seen as an action of Vitaminwater to crowdsource symmetrically skilled, young users. As reward for participation the winning idea received $5.000. But I have to note that besides crowdsourcing, flavorcreator was also a clever way to do market research…
Tag Archives: market research
Co-creation for better idea generation
Nowadays platforms offer several opportunities for companies to interact with their customers. An example of such an interaction is market research. The purpose of the article of Witell et al. (2010) is to understand the differences between proactive and reactive market research techniques, as both have different influences during the development of new market offerings.
Consumer Value Creation 