Save or Share this Report

For B2C Marketing Professionals

US Consumers Are Willing Co-Creators

June 21, 2012

Primary author headshot


  • By Doug Williams
  • with J. P. Gownder,
  • Annie Corbett,
  • Andia Vokshi

Why Read This Report

According to our most recent survey of product strategy professionals, 62% of all companies are not using social media to interact directly with their customers in order to influence product creation, design, or strategy. While numerous barriers may stand in their way, consumer interest is not one of them. Sixty-one percent of all US online adults are willing co-creators, and they are open to co-creating across a large range of industries. With such wide-ranging interest in participation, product strategists should feel comfortable proceeding with co-creation strategies, a key tool for implementing open innovation. This report is an update to "US Consumers Are Willing Co-Creators," originally published in August 2010, and provides an overview of the opportunity to co-create new products and services with US consumers.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Consumers Are Interested In Product Co-Creation

  • Encourage Participation In Co-Creation Through Appealing Engagements
  • Supplemental Material
  • Related Research Documents