The creativity of the group leads to new or improved product innovations and services. This group-dynamic process generates amazing ideas through the collaborative intelligence of the group, which are turned into products.
Co-creation uses social networks to monitor markets and buyer behavior in forums and newsgroups. Buyers and consumers are involved in the process of co-creation and generate important information for later product development through their interaction, exchange of experiences and criticism. This alone is the decisive difference to classic marketing activities.