Insight Platform Aims to Aid Product Innovation

In the UK, co-creation consultancy Sense Worldwide and innovation body NESTA have teamed up to launch a platform through which third-party brands can come together to create new products and joint ventures.

Their new 'Collaborative Knowledge Partner Platform' is supported by a research study of the changing lifestyles of young men aged 25-39. This quant/qual study was commissioned by the Discovery Channel and conducted by Sense Worldwide.

The research will be updated via a Web 2.0 platform, and will be available to brands which are interested in this particular demographic. The idea is that through the platform, brands will be able to add insight and create conversations around the research.

In addition, Sense Worldwide is hosting a series of face-to-face workshops with the brands, consumers and category experts to enable them to co-create products and joint ventures.

'The focus of our work always comes down to one simple question: How do we profitably co-create great ideas outside the organisation and turn them into investable propositions inside?' explains Roland Harwood, Director of NESTA. 'This exciting initiative promises to deliver invaluable learnings around how consumer brands can cost-effectively work together on insight-driven collaborations.'

Sense World Wide MD Nick Corston says brands which are interested in getting involved in the pilot stage of the project should get in touch.

A launch event for insight, innovation and marketing professionals is to be held in London on 17 November, with NESTA sharing findings from other corporate collaboration projects.

Web sites: www.senseworldwide.com , www.nesta.org.uk and www.corporate.discovery.com .