Rulemaking or Playmaking? Implications of the emerging co-creation landscape

Felix Koch and Nick Coates

INTRODUCTION

Another paper about co-creation? Haven’t we heard it all already? The reader might be forgiven for stifling a yawn at this point. After all co-creation may be growing in ‘buzz’, but in terms of hard economic realities it is still much smaller than the market for traditional market research, which is also losing ground at a slower rate than the apostles of new MR might have you believe.

So should something small (but growing) get more attention than something huge (albeit shrinking)? Well, yes, if only because all the signs are that co-creative techniques are where much of the investment is: for example, technology analysts IDC are predicting that in the United States the market for online community software will grow from $278.4m in 2009 to $1.6bn in 2013 at a compound annual growth rate of over 40%. As we have said elsewhere, if you think co-creation is going away, think again.1)