For the Beiersdorf brand Nivea, Hyves conducted an online (netnography) study in the field of tanning-without-sun. Conversations from online communities were analyzed to gain insight into how consumers experience tanning-without-sun, and which advantages and disadvantages are important.
2. In the role of ' Customiser ', the consumer can directly influence how a product will look. There is a selection of possibilities to adjust the product to preference, to customise it. Companies try to accommodate consumers as much as possible, but the freedom of choice remains limited to a certain extent because the possibilities offered are limited.
Nike's online customization tool NIKEiD offers ample opportunities to partially design products yourself. Colors, patterns, tags and other features can be customized to your preference. Via 'The Team Locker' application peru phone number list
3. The role of ' Ideator' comes one step closer to active participation in a company's innovation process. Consumers are called upon, usually through crowdsourcing, to provide creative input and come up with innovative concepts for new products. The output of the Ideators then becomes the intellectual property of the company and often serves as a source of inspiration or as direct input for product innovation.
Redesignme is an online platform that connects companies with end users. Challenges are placed within the community of almost 7,000 members, consisting of consumers and starting designers and marketers. The winning ideas are selected and rewarded by the client.
4. In the role of ' Cocreator ', consumers work closely with companies to exchange knowledge and experience in order to develop new products together. Often, the collaboration largely takes place in online communities, because these enable constant interaction. Cocreation distinguishes itself from the other roles in this: it is a continuous process in which ideas are developed and evaluated and in which participants continuously learn from each other. The competences of the cocreator are directly integrated into the business process.