In contrast to creative techniques, projective techniques are based on the principle that people’s unconscious desires can be inferred by using ambiguous and unstructured stimuli, in which the subjects project their beliefs, attitudes, feelings, and motivations. Co-creation can be applied in traditional creative techniques (e.g., brainstorming), in which the main goal is to generate a pool of ideas in a process that is primarily cognitive. The collaboration between companies and consumers through co-creation not only allows the creation of customer value, but also examines consumers’ wants and needs, enhances NPD performance and reduces the risk of failing to meet consumer demands, reduces product development costs, and elicits more original and valuable ideas than those created by professional developers. According to Prahalad and Ramaswamy, co-creation can be defined as the “joint creation of value by the company and the customer, allowing the customer to co-construct the service experience to suit her context”. Co-creation is a process that directly involves different stakeholders, such as consumers, in idea generation. Idea generation, screening, and the selection of the most promising ones are usually at the beginning of any NPD procedure. The early stages of NPD are crucial because failure at these stages is inexpensive compared with the cost of launching an unsuccessful product on the market. One of the most effective ways to enhance new product success in the market is to actively involve end-users during the new product development (NPD) process. In future, the results obtained may be useful for selecting the co-created ideas with the greatest potential to be well received in the market.Īpproximately 80% of new food products launched in the market fail within the first year. Overall, the exploratory approach proposed is deemed useful for drawing key conclusions from qualitative research, thus offering an alternative to traditional content analysis. The method identified the most salient dimensions behind the participants’ discourse (naturalness, quality, ethics, price, and health) and inferred the importance those dimensions had for them, thus proving the existence of a correlation of 0.7 between what the participants said (frequency of mention) and what they liked the most (importance). To overcome this drawback, a combination of specialised software (i.e., Alceste), along with word frequency, co-occurrence, and context checking, was applied to provide a different approach to data analyses in qualitative studies. The subjectivity of qualitative data analysis (e.g., focus groups) is one of its recognised disadvantages. A pool of 112 new aquaculture fish product ideas was obtained by applying a combination of creative and projective techniques to the co-creation process with consumers in six focus groups conducted in three European countries (Germany, France, and Spain). Co-creation is a process that directly involves different stakeholders in the idea generation phase of a new product development process.
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