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[Webinar] Customer Co-Creation; the Perfect Match

Presented by KLC

For decades, companies and brands have worked internally to develop new ideas and products for their customers. They may have done some traditional market research, but most likely they had internal brainstorms to come up with what they thought was best for their customers.

Today, we introduce the MR industry to Customer Co-Creation; a process where companies openly share business challenges with their customers to co-create new products and services.

Case Study: KL Communications worked with Entertainment Weekly to uncover unmet needs of their readers through Co-Creation. Entertainment Weekly knew their consumers live in a participatory culture, and expect brands to reflect this reality. Entertainment Weekly wanted to invite readers into the product development process so that they felt an ownership stake in the future of Entertainment Weekly. Entertainment Weekly wanted to go straight to the source, having subscribers and site users come up with products they themselves would want and be willing to pay for.

Register Today. This webinar will:

Explore the rise of customer co-creation and how the wisdom of crowds can be tapped by creating a tightly woven structure that allows customers and internal creatives to create together
How the agile iteration process can allow ideas to develop, shape and evolve into fully developed concepts
Show how a major media player captured the passion and creativity of their own readers to prepare for a digital future
Give you the tools/structure you need to introduce the concept of customer co-creation to your firm and ensure this powerful tool is owned by the MR function

KEVIN LONNIE

CEO & Founder

KL Communications Inc.

Mr. Lonnie founded KL Communications in 1996 after working on both the client and supplier side. He has earned a reputation as being at the forefront of using the principles of agile iteration and customer co-creation. Mr. Lonnie has presented at numerous ARF, AMA, MRA, ESOMAR & IIR Conferences over the past three years, focusing on the impact of disruptive tools and their implications for our industry. Kevin is past Treasurer and Executive Board member of the MRA (Marketing Research Association). He currently runs a communication effectiveness subcommittee for the MRA. Mr. Lonnie is also past president of the Interactive Marketing Research Organization (IMRO).

KAREN BAKOS

Director, Consumer Insights

Time Inc.

Karen Bakos is Director, Consumer Insights, at Time Inc. She is responsible for overseeing consumer research for Entertainment Weekly edit and publishing, People, and InStyle publishing. Karen started her publishing career as a marketing associate at People. She became a founding member of the Corporate Marketing Intelligence group at Time Inc., working as a category manager on a variety of industries spanning entertainment, retail, apparel, and travel. She also worked at Entertainment Weekly as the Research and Sales Development director in their Marketing Department. Prior to joining Time Inc., Karen was a media supervisor at Chiat/Day and worked at Young & Rubicam. She received a B.A. from Cornell University.

ALLYSSA GRESSER

VP, Client Relations

KL Communications Inc.

Allyssa Brandt Gresser joined KL Communications in 2008. Ms. Gresser oversees the Client Services Team and is currently responsible for working directly with each client to develop the best research approach to meet the individual needs. Ms. Gresser not only works on the tactical day to day research, but works to help with each clients' strategic planning. Ms. Gresser has over 15 years market research experience and has held positions on both the client and supplier side.

View the webinar recording:

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