Ideation & Co-creation

Also known as: Innovation Workshop, Co-creation, Idea Generation, Creative Workshop

Structured process of generating new ideas for products, services, or communication, typically involving consumers and internal teams.

Ideation is the creative and structured process of generating ideas for new products, services, packaging, or communication strategies. Co-creation is a form of ideation that actively involves consumers in the innovation process alongside the company's internal teams.

Common ideation techniques: brainstorming, SCAMPER, Design Thinking, HMW (How Might We), analogies, and trend analysis. In co-creation: consumer workshops, MROCs (online market research communities), and open innovation platforms.

With AI, ideation can be generatively assisted: models like GPT-4 can generate hundreds of concept variations in seconds, which human teams then select and refine. This democratizes and accelerates the front-end of innovation.

Atlantia facilitates ideation processes with consumers as part of its Innovation Research offering.