Co-creating Your Insight: A Case from Rural Ghana

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EVAN HANOVER

As Africa becomes the next frontier for consumer innovations, researchers and designers will be faces with a challenge: how can one get deep and meaningful insights on ever-accelerated project timetables? The following case study offers one such possibility. Drawing on work in rural Ghana, I describe my team used co-creation as a means to generate insight, as well as iterate on concepts. Particular attention is paid here to challenges that are unique to Africa (and the base of the pyramid in general), such as how to construct a ‘third space’ for co-creation when the participants may have no cultural referent for the roles and responsibilities inherent in a market research interaction. Once this third space was established; however, we were able to leverage storytelling and technology to rapidly and co-creatively generate actionable insights.

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