Analysis of the discussion in the value co-creating activities between company's researchers and college students

Abstract

“Co-creation", customers and a company work together on a creation of new products or services, is one of methods to improve the customers' satisfaction with the current diversified values. The following factors may affect the worthiness produced by the co-creation significantly: the quality and quantity of discussion among the customers, and how to incorporate opinions of a facilitator who promotes the discussion. We, company's researchers have carried out a co-creation experiment to propose “the concept of mobility and its culture in the near future" in conjunction with non-technical undergraduate college students. In this paper, by analyzing the co-creation process in detail, we discuss how to lead to good ideas and new awareness.